The following summary is based on the July 1996 sweep-Top 100 markets.
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AFFILIATE/DAYTIMEWe didn't think it could happen, after-all nothing exciting ever happens in the July book, but the "dynamic daytime duo," -- REGIS & KATHIE LEE -- have just lost their absolute reign over daytime television (at least for now). Newcomer ROSIE O'DONNELL has unseated these morning chatters from their throne this survey by a mere rating point in HH's (a 6 rtg vs. a 5 rtg). All right, giving them the benefit of the doubt, REG did air several repeats during the July sweep so we'll wait until October and November to make any real judgments.
With all the hype surrounding THE ROSIE O'DONNELL show, ROSIE's debut was the most anticipated of any show that has premiered in recent history. With the demise of all the new talk shows this year and with viewers and advertisers losing interest in "trash" topics, ROSIE was going to be a breath of fresh air and hope for a new (or back to a very old) direction in talk television. So far, ROSIE has not disappointed. With 53 out of the top 100 occurrences in daytime, ROSIE delivered a 6/22 HH rating and share and a pair of 32's in W18-49 and W25-54 share. ROSIE not only scored #1 in HH's, but earned a blue ribbon in the key women demos as well. Replacing various other talk properties and airing on mostly ABC affiliates (25 ABC, 15 NBC, 13 CBS), ROSIE increased July '95 time period by 47% (+7 shares) in HH's and 88% (+15 shares) in key women. Versus May '96 time periods, ROSIE garnered 129% (+18 shares) increases in key women. On average, versus all syndicated talk competition, ROSIE is #1 in her time slots. In 6 markets ROSIE goes head to head with the masters REGIS & KATHIE LEE at 9AM, and though they deliver similar HH shares, ROSIE averages a 20 share point lead over REGIS in W18-49 and a 16 share point lead in W18-49. While the majority of ROSIE's stories are good ones, there are some markets (some of which are southern and or ethnic) where she is either off by 1-5 female shares or just averaging year ago time period.
In reviewing the rest of the daytime landscape, seasoned veterans continue to hold onto their top 10 positions in HH's and key women. Aside from ROSIE, REGIS & KATHIE LEE continue to dominate, garnering mid to high 20 shares in key women. SALLY and MAURY, posting high teen female shares, remain relatively status quo versus year ago time period and their own July '95 performances. MONTEL, while flat from his own year ago performance, has posted 14-20% (+2-3 shares) time period gains in key women 18-49 and 25-54. Newer entry CROOK & CHASE is holding its own in a limited 14 market sample. JERRY SPRINGER, ROLONDA, JENNY JONES, RICKI and GERALDO have all seen better sweeps, down from July '95 time period as well as down significantly versus their own year ago performances.
Share Declines and % Change - July '96 vs July '95 - Specific History
W18-49 %CHG W25-54 %CHG SPRINGER -6 -24% -4 -18% ROLONDA -4 -18% -7 -30% JENNY -8 -29% -7 -32% RICKI -11 -41% -9 -39% GERALDO -6 -33% -7 -39% In limited samples, the top scoring syndicated alternative options to daytime talk are sitcoms ANDY GRIFFITH and THE GOLDEN GIRLS as well as off-net hour MATLOCK.
Though the summer Olympics did broadcast during the daytime hours (7/24 HH, 27 share in W18-49, 28 share in W25-54) it did not pose that much of a distraction to syndicated viewing in the daypart. (ROSIE probably had more of an influence in that respect.) Looking at the network picture, CARYL & MARILYN: REAL FRIENDS debuted on ABC in June with a pretty lackluster premiere performance. Cleared in 66 of the top 100 markets, CARYL & MARILYN dropped off 56% (-10 shares) in key women from its various lead-ins and declined 38% (-5 shares) from July '95 time period. REAL FRIENDS would fall between TEMPESTT and GEORGE & ALANA on the daytime HH ranking. With a new producer about to jump on board, maybe we'll see some improvement in the November sweep. PRICE IS RIGHT continues to deliver low 20 shares in key women for CBS, dominating a good portion of its time periods versus both syndicated and network fare. If PRICE were to be placed on the daytime ranking it would take #1 in HH's and #4 in key women. LEEZA and REAL LIFE (both down from year ago time period) would fall towards the bottom third of the ranking.
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AFFILIATE/EARLY FRINGEOPRAH remains #1 in HH's (8/24), W18-49 (31 share) and W25-54 (33 share) and despite new competition from ROSIE O'DONNELL, continues to don the title "Queen of afternoon talk." While OPRAH remains relatively flat versus her own year ago performance, other top 10 talkers have had mixed results: MONTEL and JERRY have posted increases versus year ago time period and their own July '95 performances, SALLY is up from time period, but down from her own performance and MAURY is just down. JENNY and RICKI continue to experience declines, both posting 4-5 share point drops in key women from their own year ago performances. In comparing these other veteran talkers (with at least 5 occurrences) in head-to-head airings with OPRAH, MONTEL and SALLY continue to come closest to meeting OPRAH's shares. Newcomer ROSIE ties with SALLY in W18-49 and is next in line in W25-54, followed by JENNY and RICKI.
The share point spreads among these key talkers are as follows:
W18-49 W25-54 W18-49 W25-54 W18-49 W25-54 Oprah 29 31 Oprah 27 28 Oprah 29 30 Montel (27x) 21 20 Sally (8x) 18 18 Rosie (9x) 20 19 +38% +55% +50% +56% +45% +58%
W18-49 W25-54 W18-49 W25-54 Oprah 30 32 Oprah 30 32 Jenny (10x) 16 13 Ricki (9x) 13 12 +88% +146% +131% +167%
While ROSIE didn't break into the early fringe scene with the same splash she did in daytime, her performances were not too shabby. With 28 occurrences in the daypart, ROSIE tied with POVICH in HH's, just breaking into the top 10. Achieving a pair of 23 shares in key women, ROSIE scored the #2 position behind OPRAH, garnering a 44-53% (+7-8 shares) increase from July '95 time period and a 109% increase (+12) versus May '96. Aside from OPRAH, in head-to-head with other single topic talkers, ROSIE -- on average topples RICKI, scores against JENNY and has mixed results versus SALLY and MONTEL. Overall, ROSIE's weaker performances seem to be in scattered southern and or ethnic markets.
HOME IMPROVEMENT and SEINFELD continue to make their mark in early fringe this season, both ranking in the top 10 in key demos and exhibiting time period growth from year ago, (especially in men). While SEINFELD remains flat in W18-49 and experiences slight growth in W25-54 and key men, IMPROVEMENT posts declines in markets where they have remained in the same time slot since November '95.
INSIDE EDITION and AMERICAN JOURNAL are still the best bets in HH's and key adults in the magazine arena. DAY & DATE hasn't ventured from the bottom third of the ranking in HH's and all key adults. On average, DAY & DATE continues to deliver single digit adult shares and posts 4-5 share point drops from year ago time period.
For whatever key men are available in this daypart, programs (aside from the top sitcoms and talk shows we've already mentioned) such as ANDY GRIFFITH, THE SIMPSONS, COACH, COPS and JEOPARDY are top choices, offering competitive high teen to mid 20 shares.
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AFFILIATE/ACCESSThe affiliate access landscape has remained relatively status quo from May. WHEEL and JEOPARDY, while still boasting the majority of clearances in the daypart, continue to achieve their respective #1 and #2 HH rank (which are predominantly driven by an older skewing audience). The same does not hold true for their key female audience where they rank 3rd and 4th, respectively. Both games continue to decline, posting 3-4 (WHEEL) and 4-5 (JEOP) key female share point drops from their own July '95 performances.
On the other hand, sitcom giants HOME IMPROVEMENT and SEINFELD rank 3rd and 4th, respectively, in HH's and 1st and 2nd across key adult demo shares. IMPROVEMENT and SEINFELD not only top the rankings, but by delivering high teen adult shares, stand out far above other access offerings. Both sitcoms have posted increases over year ago time period and both sitcoms score above WHEEL in direct competition in key adult shares. But while SEINFELD remains status quo versus his own November '95 performance, IMPROVEMENT has posted declines -- down 2 shares in key women and 5 shares in key men. In 4 head-to-head instances with SEINFELD, HOME IMPROVEMENT takes the lead by 11 shares in key women and 6 shares in key men. By performing so well, these two comedies are setting the standard for other sitcoms coming down the road that will now be available for affiliate access play.
All four of these top access programs, on average, scored #2 in their time slots in key adults. In May '96, IMPROVEMENT and SEINFELD were scoring #1 status. Unlike in daytime, the Olympics did play more of a role in access since Olympic coverage began on quite a few of the nights at 7:30PM (and the prime Olympic broadcasts were the most heavily watched). When looking at SEINFELD and HOME IMPROVEMENT versus other affiliate competition, NBC Various came up #1 overall. HUTS and PUTS in this daypart (in the top 100 markets) also exhibited slight increases from July '95 -- +4% in HH's, +10% in key women, +8% in M18-49 and +7% in M25-54 -- but were about the same versus July '92 when the last summer Olympic games were broadcast.
Other returning top choice sitcom contenders, in limited samples, include COACH (a top 10 player in key adults), THE SIMPSONS (primarily in men) and ROSEANNE (whose strength is in women).
E.T. remains the top choice among key adults in the magazine arena, scoring in the top 5 in key women and the top 10 in key men. INSIDE EDITION is the only other mag to place in the top 10 across all key adult shares. Overall, all of the magazines have exhibited fall off from year ago with HARD COPY experiencing the largest declines. Looking towards reality, COPS is the top option, ranking 4th in key men.
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AFFILIATE/LATE FRINGEThe only true competition in late night remains a purely network one -- the continuing saga between David LETTERMAN and Jay LENO. Once again, to put traditional affiliate late fringe into perspective, we must remember that the majority of syndicated programming airs post network late-night. This sweep, however, we also need to think about what impact the Olympics might have had in this daypart. From a pure program average perspective, THE TONIGHT SHOW only registered 8 telecasts. HUTS and PUTS were also up versus July '95 as well as July '92 (+19% W18-49 and W25-54, +14% M18-49 and +21% M25-54). Keeping this in mind, let's take a brief look at LETTERMAN's, LENO's and NIGHTLINE's performance in the top 100 markets this survey.
July '95 HH W18-49 Shr W25-54 Shr M18-49 Shr M25-54 Shr LETTERMAN 4/12 12 11 13 12 LENO 5/17 12 13 12 13 NIGHTLINE 5/11 7 8 7 8 Olympics 5/29 37 39 39 41
LETTERMAN continues to post declines (-11 to -12 shares) in key adults versus his own July '95 performance. While in a May to May comparison LENO achieved gains, versus his own July to July performance, he is down 4 shares in key women and 3 shares in key men. In direct competition with each other in 92 of the top 100 markets, LETTERMAN only has a 1 share point advantage in M18-49. In W25-54, Jay is 2 shares up on Dave and in M25-54, 1 share up. The W18-49 race continues to be tied. Airing against these two, but not directly involved in their battle, is Ted Koppel and NIGHTLINE. Versus July '95 time period, NIGHTLINE continues to drop-off, down 3-4 shares in key adults.
With the exception of these two network late-night hosts, SPRINGER, RICKI, JENNY and ROLONDA fall at the top of the HH ranking this survey. Remember that the majority of their clearances are very late (post 12 Mid, 1AM) and their high shares are deceiving in conjunction with their low single digit ratings.
SEINFELD continues to spell success in late fringe, airing in mostly 10PM-11:30PM slots. Jerry and friends score 3rd on the HH front (5/15). Delivering a pair of 14 shares in key women, SEINFLED ranks 5th in W18-49 and 3rd in W25-54. Scoring a pair of 15's in key men, this sitcom about "nothing" ranks 2nd. SEINFELD also continues to build upon his lead-ins and year ago time period. Other off-network offerings continuing to score competitively in late night are sitcom veterans -- MASH, ROSEANNE, COACH and MARRIED WITH CHILDREN -- all ranking among the top 10, top 15 players in key adults.
Magazines E.T. and INSIDE EDITION make the top HH cut. In fact, E.T., with 16 occurrences this survey (the majority airing at 12Mid), falls into the top 5 among key adults.
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