The following summaries are based on the overall average of the top 100 markets in the May ‘99 sweep. The rankings, which follow this write-up, are based on a program having a minimum of 5 occurrences in a daypart.
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Court shows are the victors in this daypart, led by JUDGE JUDY, the #1 daytime show. Scoring a 4/14, JUDY's judgements were up 40% (+4 shares) in HH's versus year ago time period. Along the same lines, JUDY delivered a pair of 16 shares in key women, achieving 23-33% (+3 to +4 shares) increases from May '98 time period. Versus her own year ago performance (9 markets), JUDY remained flat. JUDGE JOE BROWN is the next ranked court show, tying for 3rd in HH's (2/9) and up 2 shares (+29%) over year ago time period. JOE is also a top female performer, delivering a 9 share in W18-49 and a 10 share in W25-54, up 43% (+3 shares) in the latter versus May '98 time period. Honorable mentions go to JUDGE MILLS LANE (2/6) and Ed Koch's THE PEOPLE'S COURT (2/6). Tying for 9th in HH's, both of these court vehicles rank among the top 15 in key women, remaining relatively stable versus year ago time period.
While the court shows are definitely on the rise in daytime, talk shows remain the dominant genre in the top 10, represented by 7 programs. Tying for 3rd overall in HH's (3/9), JERRY SPRINGER and SALLY JESSY RAPHAEL (3/9) were flat in key women year to year (except for SALLY's 2 share increase in W18-49), each garnering a 16 share in W18-49, tying JUDY for a 1st place finish. In W25-54, JERRY delivered a 12 share and SALLY a 13 share. This tamer JERRY showed significant declines versus his own year ago performance in 13 markets, dropping 31% (-9 shares) in W18-49 to a 20 and 19% (-4 shares) in W25-54 to a 17. While REGIS & KATHIE LEE (3/12) placed 2nd in HH's and achieved a top 10 performance in key women, the veteran show has experienced 4-5 share point declines. MAURY (3/8) demonstrated vast improvements, growing over year ago time period in key women by 4-5 shares, up from a 7 to a 12 share in W18-49 and from a 6 to a 10 share in W25-54. However, versus his own May '98 performance (10 markets), MAURY remained relatively flat in HH's and key women. MONTEL WILLIAMS (2/6), tying with MAURY in W25-54, posted no HH gains and inched up a mere share point in each of the key women demos. Versus his own year ago performance, MONTEL experienced a 2 share point decline in key women. RICKI LAKE (2/6) and JENNY JONES (1/6) tied for 9th in HH's and landed in the top 10 in key women with each up a share in W18-49 and flat in W25-54.
Of the new talkers returning for next season, FORGIVE OR FORGET (1/4) was a little more forgiving (showing some growth), DONNY & MARIE (1/5) remained flat, and THE ROSEANNE SHOW (1/4) was slightly down versus year ago time period. In the game/relationship genre, CHANGE OF HEART (2/4) and LOVE CONNECTION (1/3) were steady versus year ago time period, experiencing marginal share increases in W18-49. Snagging 15th place in HH's, THE NANNY (2/5) is the best of the freshman off-net crop, jumping 60% (+3 shares) to an 8 share in W18-49 and 40% (+2 shares) to a 7 share in W25-54. NEWSRADIO (1/3) and SISTER, SISTER (1/2) were both at the bottom of the list, with NEWSRADIO managing a one share point increase in W18-49.
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As the #1 show in early fringe, ROSIE O'DONNELL (4/12) is still the "queen of nice," boosting year ago time period by 4 shares in key women and posting a 21 share in W18-49 and a 20 share in W25-54. When compared to her own performance in May '98, ROSIE was up 3 share points in key women. SALLY JESSY RAPHAEL (5/11) snagged 2nd place in HH's (tied with JUDGE JUDY), gaining 4 shares (+40%) in W18-49 to score a 14 and 3 shares (+30%) in W25-54 to a 13. Usually up over year ago time period, JERRY SPRINGER (5/9, #4T) was actually flat in key women this sweep. And, versus his own year ago performance (9 markets), the story gets worse. Though still delivering very competitive shares, JERRY was down 26% (-7 shares) in W18-49 and 27% (-6 shares) in W25-54. JENNY JONES (4/9), tied for 4th in HH's and a top 10 performer in key women, posted a 4 share point increase in the demo. RICKI LAKE (3/7, #9T) turned in a competitive performance, ranking 5th in W18-49 (13 share) and 7th in W25-54 (10 share). DONNY & MARIE (2/7), just barely missing the top 10 in key women, posted a 29% (+2 shares) gain in W18-49 and a 60% (+3 shares) gain in W25-54. As for FORGIVE OR FORGET (3/6), Mother Love experienced some joy within her 1st year, giving her time periods over a 100% (+4 shares) increase in key women versus year ago time period.
The court shows are the big story in early fringe, with JUDGE JUDY (5/11) the #2 ranked HH show. JUDGE JUDY delivered a pair of 12 shares in key women, boosting year ago time period by 50% in both W18-49 and W25-54. JUDY also proved to be quite impressive versus her own year ago performance (7 markets), up 44% (+4 shares) in W18-49 and 30% (+3 shares) in W25-54. JUDGE JOE BROWN (3/7) and THE PEOPLE'S COURT (2/6), both top 15 HH performers, saw increases of up to 3-5 share points in key women versus year ago time period. JUDGE MILLS LANE (2/4) placed a little farther down the ranking, but still managed 2 share point increases in key women.
FRIENDS (4/8) corners the market on key adult women, tying for #2 status among all syndicated fare. With a 78% (+7 shares) increase in W18-49 and an 86% (+6 shares) jump in W25-54, FRIENDS boosted its time period delivery from single to double digit shares. Its freshman companions, SISTER, SISTER (3/5, #20T) and THE NANNY (3/5, #20T) were flat to slightly up in key demos versus year ago time period. Though not exhibiting the same substantial growth, all three fall into the top 10 category in teens and kids, with SISTER, SISTER the only one to make it as high as the top 5. As far as the returning sitcoms go, FRASIER (4/8), MARTIN (4/7), and HOME IMPROVEMENT (3/7) all turned in top 10 HH and key adult demo performances with HOME IMPROVEMENT experiencing the biggest fall-off. THE SIMPSONS (4/8) and THE FRESH PRINCE (3/7) are the #1 and #2 show, respectively, with teens and kids. After all these years, THE SIMPSONS still manage to improve its time periods, up 24% (+6 shares) in teens to a whopping 31 share versus May '98.
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Freshman FRIENDS (5/10) had the most success in access -- #1 in key women, #3 in M18-49, and #2 in M25-54. FRIENDS posts substantial increases across the board versus year ago time period by 64% (+7 shares) in W18-49, 40% (+4 shares) in W25-54, 25% (+3 shares) in M18-49, and 30% (+3 shares) in M25-54. SEINFELD (6/10) is #1 in HH's (tying with FRIENDS) and key men in this daypart, however, the show about nothing is experiencing 5-6 share point declines across the board. The same story holds true in SEINFELD's own 39 market performance versus May '98. Two other former off-net powerhouses, HOME IMPROVEMENT (5/8) and FRASIER (4/8), are also seeing dwindling shares across key adults versus May '98 time period as well as their own year ago performances. THE SIMPSONS (5/9) and THE FRESH PRINCE (3/6) are the only other top 10 sitcoms that have posted gains, although they are slight, ranging from 1 to 3 share point increases.
As for the new sitcom fare, SISTER, SISTER (4/5), THE NANNY (2/4), and NEWSRADIO (2/3) have remained basically flat versus May '98 time period, with SISTER, SISTER experiencing 5 share point increases in teens and kids, delivering a 14 and an 11, respectively.
By both turning in a top 10 HH and key adult performance, JUDGE JUDY (4/9) and JUDGE JOE BROWN (4/7) represent the court shows in access quite effectively. Versus year ago time period, each boosts the key women share delivery by as much as 50-100%, with JOE achieving the same increase in key men.
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SEINFELD (8/13), the #1 late fringe show in HH's and key men, is experiencing diminishing shares across the board. The other JERRY (SPRINGER, that is) is flat across key adult demos, yet is ranked #1 in W18-49 and #2 in W25-54 and key men. Similar to its performance in other dayparts, FRIENDS (6/10) posts 43-67% gains (+4 to +6 shares) in key adult demos, placing 1st in W18-49, 3rd in W25-54 and M18-49, and 4th in M25-54. In the court category, JUDGE JUDY (7/11) and JUDGE JOE BROWN (3/8) have also increased year ago time period in all key adult demos (except for M18-49, where JUDY is flat). FORGIVE OR FORGET (2/9) turned in an impressive top 10 showing, tied for 1st in key women with a +150% leap (+9 shares) in W18-49 to a 15 share and a 100% (+7 shares) jump in W25-54 to a 14 share from May '98 time period. The veteran talker JENNY JONES (2/8) produced a favorable performance in key women, gaining 5 share points (+63%) in W18-49 to a 13 share and 4 share points (+57%) in W25-54 to a 11 share versus year ago time period.
Just grabbing 20th place in HH's, CHANGE OF HEART (2/6) and THE NANNY (2/6) experienced a decent performance in late fringe. CHANGE OF HEART increased year ago time period by 1-2 shares in key women while remaining flat in key men. THE NANNY tied for 1st in W18-49 and 3rd in W25-54, up 5-6 shares from year ago time period.
Other competitive options for women in the daypart include: FRASIER, GRACE UNDER FIRE, JENNY JONES, RICKI LAKE, ROSEANNE, THE COSBY SHOW, and LIVING SINGLE. Male favorites include: COACH, FRASIER, THE SIMPSONS, MASH, HOME IMPROVEMENT, MARRIED WITH CHILDREN, COPS, and STAR TREK: THE NEXT GENERATION.
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