Soap Opera Ratings: All Soaps Down In Women 18-49 Viewers

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August 12th, 2013

days of our lives

via Soap Opera Network:

July 29-August 2, 2013

Numbers are based on Live+Same Day ratings

(Compared to Last Week/Compared to Last Year)

NOTE: There is no “DAYS” comparison to last year due to the Olympics

Total Viewers
1. Y&R 4,692,000 (-56,000/+500,000)
2. B&B 3,597,000 (+2,000/+507,000)
3. DAYS 2,456,000 (-106,000/——-)
4. GH 2,441,000 (-98,000/+177,000)

1. Y&R 3.4/11 (same/+.3)
2. B&B 2.6/8 (same/+.4)
3. GH 1.8/6 (-.1/+.1)
3. DAYS 1.8/6 (-.1/—)


Women 18-49 Viewers
1. Y&R 783,000 (-48,000/-15,000)
2. B&B 637,000 (-24,000/+12,000)
3. GH 581,000 (-32,000/+28,000)
4. DAYS 544,000 (-43,000/——-)

Women 18-49 Rating
1. Y&R 1.2/8 (-.1/same)
2. B&B 1.0/6 (same/same)
3. GH 0.9/6 (-.1/same)
3. DAYS 0.9/5 (same/—)





Source: Soap Opera Network


Y&R = The Young & The Restless, B&B = The Bold and The Beautiful, GH = General Hospital, DAYS = Days of Our Lives.

Nielsen TV Ratings Data: ©2013 The Nielsen Company. All Rights Reserved.

  • Mike

    Joe S

    I agree to a certain point. Daytime is seeing big increases in total viewers though, but it is not attracting younger viewers — specifically the 18-49 female viewers that the advertisers still pay top dollar for advertising.

    While yes some shows are seeing declines in prime time they are still seeing the 18-49 demos holding up in an even ratio to the decline. Daytime is losing a larger percentage of younger viewers.

    For instance look at Y&R they are fairly close to the number of total viewers from 2011, but are way off on 18-49.

    Soaps have for years depended on generational viewing. Often viewers of the show are born and bred in the homes as young viewers watch with mom and dad or grandmother and become fans themselves. That’s not happening anymore.

    Reality shows or new prime time shows can grab a new audience more quickly as they don’t have to know characters and history. They don’t rely on that generational viewing as much.

    It’s no put down to young people but young people just don’t have the patience to sit down and learn the history of the characters, who is related to who, and such without someone there to guide them usually. There are some rare ones out there, but I know for me I learned everything about my soaps from watching with family. My parents were big NBC soap fans. My dad esp. loved Days of Our Lives. My grandmother loved GH and I watched it with her. I had an aunt who babysit me growing up a lot and she loved the CBS shows thus why today I love B&B and Y&R so much.

    To me soaps just can’t continue dropping the 18-49 key viewer as much as they are. IF they do the budgets are just going to get tighter and they are just going to look cheaper and cheaper. Because I don’t see the current system changing anytime soon. Advertisers are still holding on to that 18-49 key female viewer as the way they set how much they will pay. And as they drop more and more they are going to pay less and less to advertise on the soaps.

    And no matter how much the networks try to change it the advertisers aren’t going to give up anytime soon.

  • Frank

    The last ten GH episodes have been very interesting. If the writing can continue there may be some hope for the soap!! When will we see Laura again?

  • Mike

    I am more determined of one thing regarding ratings.

    Viewers can make all the excuses for why their program is not getting the ratings they think it should — from the cable channel is not that available, or it is too far up on the dial for people to find, or young people are just too busy and don’t have time to watch live, and on and on and on.

    But last nights rating for Duck Dynasty proves it all wrong. Duck Dynasty which is on a cable channel that is most often high up on the dial. Its in the 800s here. I may be wrong but I don’t even think A&E is in as many homes as other channels like TBS.

    But last night Duck Dynasty became the no 1 non-fiction telecast in cable history.

    It got over 6.3 million viewers — not total viewers — but 18-49 viewers. And that was live viewers.

    It proves one thing to me. If the show is important enough to you or exciting enough to you then:

    1) You will cancel plans to watch it.
    2) You will rearrange your schedule to watch it.
    3) You will find it on the dial no matter what number the channel is.

  • Joe S

    Mike I know Comcast carries A8E as part of its Expanded basic package usually in the lower tiers. The HD version of the channel is in the 800s but that is the same with all the channels. I am not sure of how many homes it reaches it may be less than TBS butt hey have been doing really well in the past with shows like Storage Wars so Duck Dynasty doing so well not a surprise

  • Mike

    All the cable channels have shows that do well and shows that do not.

    Even OWN has The Haves and the Have Nots which has been growing each week.

    Viewers will seek out a show if it appeals to them and they will make time to watch it live if it is important enough.

    Even when the soaps get a good story going and get exciting people will make the time to watch it live. It’s always been that way with soaps but even more so today.

    Often you will hear people who even DVR it say that when it is more exciting or the story lines are better than can’t wait to watch it. Or you hear them often say they didn’t even watch what they recorded or fast forwarded through the majority of it.

    Shows have got to give the viewers a reason to tune in.

  • Skip

    Frank – Just wanted to agree with you concerning the last 10 episodes of GH (Aug 2nd through Aug 15th). Looks like FV and RC have finally recovered from losing the three OLTL characters to Prospect Park. Kathleen Gati and Kelly
    Thiebaud in particular have really stood out. RC is now threading together two huge story arcs. The best part is I think we’re just at the beginning – this is really going to be good.

  • jonboyelk

    The fact that a moronic show like Duck Dynasty gets huge ratings is a sad statement in itself.

  • Mike

    jonboy — It’s all in the eye of the beholder. Some folks call our soaps moronic shows too.

    I personally don’t call anyone’s shows morornic because I hate when people call my soaps that.

  • Mike

    I am so disappointed with what I am hearing out of the backstage stuff at my favorite show. If one of the rumored folks comes on as the head writer, I just can’t be positive with it. I just don’t think they fit for the show at all. I am really concerned about what it all means.

  • TimsDale4ever

    I watched Y&R the week of 08/02 to see the exit of Phyllis and was surprised the ratings for that week didn’t spike upward somewhat. I know a lot of viewers either love her or hate her, but I would think ALL of them would have tuned in to see how the character exited the show. Oh well….. I STILL think the rest of this show, of what I saw that week, is dreadful and boring. There is simply too much Adam, Chelsea, Dylan, Avery and that extremely stupid and draggy blogger storyline with Neil. In a nut shell, it just doesn’t make a viewer want to tune in every day…. I read that the show is going to start dealing with Katherine’s death today (08/16) and I will watch this to the end which I believe is 09/04. This could be REALLY wonderful and bring some much needed life and history back to this ailing show. I just pray that Phelps and the writers haven’t messed this all up, and give the long term fans a wonderful tribute and loving goodbye to this amazing character.

  • jonboyelk

    @Mike IMO its moronic. As for the headwriter change at Y&R, isn’t this what everyone’s been screaming for? I just hope they don’t live to regret it. josh sites creative differences. Could it be that Phelps is starting her dissection?

  • Joe S

    Mike I see a lot of people are not happy especially if the replacment for Josh comes true. Hopefully it won’t hurt the show time will tell.

    Anyone know what was up with yesterdays references to Loving on GH. Luke and Holly searching for Jerry Jakks and winding up in Corinth, PA(the fictional town of Loving) and then pictures of Gwynn Alden. Was funny but weird and doubt there were many who understood it

  • Joe S

    I hear the cast is also not happy about the writing changes at Y&R Eric Braden sent out a tweet saying he was pissed off about the situation.

  • Mike

    I think they needed at least a new co-head writer — not sure a full change was needed, but the names being bounced around have bad records already, and I just don’t see their style fitting the show at all. I’m just really worried about the show.

  • Joe S

    I saw something about a Shelly something or other. I don’t know who she is and not familiar at all with her writing style at least I don’t think.

    I am guessing JFP had input on this change, hopefully it won’t hurt the show has been the top soap since the 1990’s

  • Deshawn

    People always talking stuff about gh I love gh people always hating stop it gh is not boring it’s been good people don’t like change I’m still watching gh I don’t care what no body says all the soaps are boring speak the truth not just gh all soaps are dead

  • Bex

    Why anyone is getting themselves all worked up over news of Josh is beyond me. Josh should be commended for the job he has done since taking over, however the show can be better. Changes happen all the time, writers come and go. Whether or not JFP vision for Y&R turns the show into a sinking ship has yet to be seen. I imagine like everything else this news will be dissected to no end.

  • Bex

    GH isn’t boring, there is an audience for everything. Some people don’t require more than a colorful flip book and a ball of yarn to arouse interest.

  • Mike

    The Shelly girl is a friend of Jill’s from GH. She is a mixed bag. But I feel she is a temporary fill until Jill can get Guza. That is who she wants most insiders are saying. They just can’t complete the deal yet.

  • LukeNoahFan

    What the hell are these anti-soaps lobbyists trying to fool here?

    Y&R, B&B and GH combined are up 1.2 million viewers in comparison to last year. That’s part of a huge (and surprisingly steady) upward trend of ALL the four soaps.

    And in the women 18-49 key demographic these soaps are getting numbers that CBS and ABC can only dream of with their cheap talk and game shows they put on after killing our longest-running soaps!

    “The Talk”, “The Chew”, “Katie” and also “LMAD” are nowhere close to these 18-49 numbers nor are they close the numbers our soaps were getting even shortly before getting cancelled!

    ATWT and GL had a women 18-49 rating of 0.9-1.0 only one or two years before getting cancelled!! Our four remaining soaps are living proof that soaps can get these and even much higher numbers again if smart investments are made. The crappy replacement shows CAN NOT!!

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