KATZ PROGRAMMING RESEARCH
The following summary is based on the July 1996 sweep-Top 100 markets.
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INDEPENDENT/FOX/UPN/WB AFFILIATE DAYTIMETalk not only survived in daytime, it was revived in a new, lighter (and most likely soon to be imitated) format. Falling between seasons, the July rankings typically contain the strongest returning programs at the top of the list and shows that have been canceled rounding out the bottom. Last year, JENNY JONES, RICKI LAKE and JERRY SPRINGER topped the daytime charts. MARILU, SUSAN POWTER and DENNIS PRAGER were the barnacles at the bottom of the daytime ship. This off-season proved to be an exception to the between-season theory. A light at the end of the talk show tunnel has shown through -- and she goes by the name of ROSIE O'DONNELL. Not only has she brought a fresh attitude to the genre, but ROSIE has risen to the top of the daytime rankings -- #1 in HH's and W18-49 (both by 2 shares over JENNY JONES) and #1 in W25-54 (+4 shares over MONTEL). Versus July '95 time period, she was up across the board -- +38% in HH's, +60% in W18-49 and +89% in W25-54. ROSIE did an incredible job scoring #1 in her time periods, up over independent and non-traditional affiliate competition by 120% in HH's, +167% in W18-49 and +325% in W25-54. ROSIE moved into CARNIE time periods in 6 of her 12 occurrences, and judging from the 7-8 share (+140% to 160%) point gains from May '96, these stations should be more than pleased at the change.
Other talkers in the top 10 were relatively status quo versus year ago time period performances. JENNY JONES, RICKI LAKE and GERALDO, top rankers one year ago, were off no less than 25% from July '95 time period. However, RICKI and JENNY earned the honor of performing best among talkers versus all independent and non-traditional affiliate competition, more than doubling competing W25-54 shares, and tripling that of W18-49. GERALDO fell out of the top 10 in HH's and W18-49. JERRY SPRINGER, MONTEL and MAURY were essentially flat from July '95 time period, while SALLY grew 2 shares in W25-54. CROOK & CHASE, in a limited rollout, remained relatively flat from May '96, up from a 2 to a 3 share in W18-49.
In the list of off-net half hours, COSBY was the top HH performer, moving from #25 year ago to #8 this survey. In the key female demos, the COS ranked 8th in W18-49 (from #19) and 10th in W25-54 (from #19). FAMILY MATTERS, FRESH PRINCE and COACH rounded out the top 10 in HH's; the latter of which also ranked among the top 10 in key women and realized large rankings gains from July '95 -- #33 to #8 in HH's, #30 to #8 in W18-49, #30 to #10 in W25-54.
Wrapping up daytime, MATLOCK, BAYWATCH and BEVERLY HILLS, 90210 are the top hour alternatives. While MATLOCK's strength is in W25-54 (#8), BAY and BEV score with the younger W18-49 (#8 and #5, respectively). ANDY GRIFFITH, airing in a good portion of markets, has some serious staying power. ANDY is still strong enough to be #8 in W25-54 and among the top 15 in HH's and W18-49. The two returning reality strips launched this past season, LAPD and COURT TV, both fell to the bottom third of the ranking and are down from July '95 time period.
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INDEPENDENT/FOX/UPN/WB AFFILIATE EARLY FRINGEWhile comedies may dominate in early fringe, the ruler of the roost this sweep is ROSIE O'DONNELL. ROSIE performed extremely well in an 8 market sample, 5 of which she inherited from other talkers (both active and retired). While increasing HH's by only 1 share, ROSIE's real magic was evident in the key women, up 82% from July '95 time period. Independent and non-traditional affiliate competition was crushed by ROSIE, as she trampled them by 186% (+13 shares) in W18-49 and 300% (+15 shares) in W25-54. Meanwhile, it might be wise to keep Tim Allen's tools out of reach when ROSIE comes to town, since she knocked HOME IMPROVEMENT right out of first place in HH's and key women. HOME's performance is still strong, increasing year ago time period by 55% in W18-49 and doubling W25-54 shares. The program also tops independent and non-traditional affiliate competition among key women, teens and kids. One year ago at this time, ROSEANNE was #1 in key females, but this July has dropped to #3. Despite the drop in ranking, ROSEANNE is still topping like competition by a healthy 5 shares among W18-49 and 3 shares in W25-54. RICKI LAKE (#5 in HH's) falls to #3 and #4 in W18-49 and W25-54, respectively, after pulling in the top spot in W25-54 and the #2 position in W18-49 last July. Versus her own year ago performance in 17 of 31 occurrences, RICKI dropped 4 shares in key women.
Of the aforementioned programs, Tim Allen and crew turned in the strongest performances in teens and kids, while THE SIMPSONS was #1 overall in teens and FULL HOUSE took top honors in kids. There is substantial competition for the under 18 audience in this daypart -- all of which took some lumps this survey. THE SIMPSONS, FRESH PRINCE, FULL HOUSE and FAMILY MATTERS are all down versus July '95 time period. Among these programs, year-to-year losses were spread evenly among kids (down an average 39%). In teens, FAMILY MATTERS (-42%) had the greatest year-to-year decline. FRESH PRINCE (-27%) and FULL HOUSE (-31%) fell between MATTERS and THE SIMPSONS (-7%). Despite posted declines, none of these sitcoms ranked lower than #6 among teens and kids. STEP BY STEP and BLOSSOM performed well enough to rank #1 in their time slots versus other independent and non-affiliate competition in teens and kids (as did all previously mentioned programs in this paragraph), yet were off from July '95 time period -- BLOSSOM was down 7 shares in kids, STEP BY STEP was off by 3 shares in teens and 7 in kids.
Off-nets COACH, COSBY and MARRIED...WITH CHILDREN wrap up the top 10 HH rankings. MARRIED saw a drop of 2 and 3 shares in W18-49 and W25-54, respectively, as COACH ranked #9 among key women (from #6 in W18-49 and #5 in W25-54 one year ago). Cosby products COSBY and A DIFFERENT WORLD tied for #7 in W18-49 and #6 W25-54. Of final note in early fringe are 90210, which had difficulty in its strongest area of teens (dropping 28% of July '95's time period performance) and ANDY GRIFFITH, who despite placing at the bottom of the ranking pulls in a #14 rank in W25-54.
While it appears that all programs got slammed this summer, don't forget that Olympic viewing may be related to the performance of the programs mentioned in this section.
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INDEPENDENT/FOX/UPN/WB AFFILIATE ACCESSSitcoms were prime in access -- 10 of 16 total programs to make the cut this survey were previous network fare. Top performers were HOME IMPROVEMENT and SEINFELD (once again), both of which substantially increased demo shares versus July '95 time period and topped independent and non-traditional affiliate competition across-the-board (except for SEINFELD in kids). The battle between the two was neck and neck this survey, as these sitcoms tied for first in both key male demographics. SEINFELD fell behind IMPROVEMENT by 1 share for a 2nd place rank in key women. Where the two compete head-to-head, IMPROVEMENT topped SEINFELD in W18-49 (a 15 vs a 13 share) and W25-54 (a 13 vs a 12 share), while SEINFELD scored a 1 share victory in key men. It was Jerry versus Homer in 14 head-to-head occurrences with SEINFELD coming in on top among key adult shares and THE SIMPSONS showing its strength in teens and kids -- a strength further evidenced by a 2nd place ranking in these demos. Homer also scores well with the men, ranking 3rd in M18-49 and 4th in M25-54, as well as besting independent and non-traditional affiliate competition by 33% and 11%, respectively.
What do Al Bundy, Roseanne, and the Fresh Prince have in common? In addition to making an interesting potential card game, their shows are off across-the-board from year ago time period. However, each has strengths: MARRIED...WITH CHILDREN is its men (#3 in the key male demos), the FRESH PRINCE is its teens and kids (ranking 3rd in each and placing 1st in its time period versus like competition), and ROSEANNE has its women, still posting low teen shares and ranking 3rd in W18-49 and 4th in W25-54.
Urkel is most likely not irked by FAMILY MATTERS' performance this sweep. In July '95, only teens and kids ranked in the top 10 for the program. This sweep, M25-54 was the only demo not to land the program a top 10 spot. At the bottom of the access chart is AMERICA'S HOME VIDEOS and STEP BY STEP, who despite their lower rankings tie for the #7 spot in kids.
ENTERTAINMENT TONIGHT is the strongest performing sitcom alternative, with leads over its independent and non-traditional affiliate competition of 9% in W18-49 and 33% in W25-54. STAR TREK: THE NEXT GENERATION not only beamed away half of its occurrences in access from July '95, it also posted significant drops in rankings from one year ago. Reality had another difficult time this sweep. Despite being down 8 shares in key men versus year ago time period, COPS was the strongest performer in this genre, achieving top 10 rankings in all key demos save M18-49.
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INDEPENDENT/FOX/UPN/WB AFFILIATE LATE FRINGEOh, the difference one year can make. Last July, the number one show in HH's and all key adult shares save M25-54 (#2) was GORDON ELLIOTT. This sweep we learned that a pair of Jerrys beats a Gordon, with the Australian talker towards the bottom of the barrel in the same key demos he dominated one year ago. Sitting atop of the HH rankings, SPRINGER and SEINFELD command their time periods versus independent and non-traditional affiliate competition. However, while SEINFELD is up in HH's and key adults versus July '95 time period, SPRINGER is heading in the opposite direction. JENNY JONES and RICKI LAKE held their own this sweep, remaining in the top 5 and out ranking similar competition in key female shares. MONTEL, though falling below the top 20 in HH's, pulled a top 10 share performance in its strongest demo -- W18-49.
On the sitcom front, HOME IMPROVEMENT's 6 occurrences in late fringe garnered enough share to land in the top 6 in key adults, increasing July '95 time period by 1-2 shares across key adult demos and beating its independent and non-traditional affiliate competition. FRESH PRINCE, AMERICA'S FUNNIEST HOME VIDEOS and MARRIED...WITH CHILDREN also delivered competitive HH performances. While VIDEOS and MARRIED were top 10'ers in W18-49 and key men, the FRESH PRINCE cracked the top 10 across-the-board (the top 5 in all key adults except M25-54). Rankings for MARRIED's male demos were on par with its own year ago performance, despite dropping 3 shares in key men. CHEERS, COACH and MASH are aging well, also posting top 10 rankings among key adults. An 8 share was enough for CHEERS and MASH to tie HOME IMPROVEMENT in M25-54 for the #4 spot. ROSEANNE is skewing younger, achieving greater shares in W & M18-49. Other long-term veterans GOLDEN GIRLS and NIGHT COURT were battling it out in key women, with NIGHT COURT pulling out a 1 share victory in each. Meanwhile, lifer ANDY GRIFFITH continues to be a viable top 10 option among key men.
Looking toward an alternative to talk and comedy, STAR TREK: THE NEXT GENERATION, IN THE HEAT OF THE NIGHT and BAYWATCH fill the bill. NEXT GENERATION continues to deliver a strong male audience to its time slots (#3 in key male shares), cruising past independent and non-traditional affiliate competition by 5 shares (+100%) in M18-49 and 4 shares (+80%) in M25-54. On the flip side, HEAT OF THE NIGHT and BAYWATCH offer key women a competitive option in the late evening hours.
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