KATZ PROGRAMMING RESEARCH
AFFILIATE SUMMARY - July 1999

The following summaries are based on the overall average of the top 100 markets in the July ‘99 sweep. The rankings, which follow this write-up, are based on a program having a minimum of 5 occurrences in a daypart.

NEWSLETTER TABLE OF CONTENTS | DAYTIME | EARLY FRINGE | ACCESS | LATE FRINGE

AFFILIATE/DAYTIME

been a fairly lackluster year with the majority of shows turning in acceptable (meaning what we've become accustomed to), but not stellar performances. With JUDY out of the way (the show did not make the minimum occurrence cut in the daypart), ROSIE claimed the top spot in HH's (4/18) and key women (25 share). It's too bad there were only 8 ROSIE occurrences in daytime, it seems to be where she achieves her better performances, up 9% (+2 shares) in W18-49 from July '98 time period. JERRY, JERRY, JERRY … Though ranking 2nd in key women and 3rd in HH's (5/16), SPRINGER took another direct hit, dropping 20% (-5 shares) in W25-54 and 26% (-8 shares) in W18-49 from year ago time period. Versus his own year ago performance, JERRY posted a 26-27% (-7 to -9 shares) decline in these key women. One wonders if the famous "fight" sequences will make their way back into the show come September, October or November despite claims to the contrary.

The only other positive talk story is MAURY (3/13), who ranks 4th overall in HH's and key women. MAURY continues to climb back up to high teen share levels, increasing over year ago time period by 1-2 shares and boosting its own July '98 performance by 2-3 shares. The rest of the returning talk vehicles exhibit declines from their own year ago performances. Below is a chart looking at these veteran talkers and their own July '99 versus July '98 performances. (The time period performance chart can be found at the end of this section.)

RETURNING TALK/OWN PERFORMANCE

RICKI LAKE did not make the minimum 3 occurrence cut for airing in the same time period over the past year. Note: There is no specific hour history comparison for MARTHA STEWART since she went from a half-hour to an hour this season.

HOLLYWOOD SQUARES (3/13) made an impression in daytime by achieving a 44% (+4 shares) gain in HH’s and W25-54 and a 33% (+3 shares) increase in W18-49 from July ’98 time period. Not only did the game bump up its delivery from single to double-digit shares, but tied for 4^th in HH’s and ranked in the top 10 in key women. On the court circuit, JUDGEs JOE BROWN (3/11) and MILLS LANE (3/10) earned a top 10 ruling in HH’s.

In reviewing network daytime, THE VIEW (3/10) and THE PRICE IS RIGHT (6/24) remain relatively stable versus year ago. If these network programs were to be compared to the syndicated rankings, PRICE would rank 1^st in HH’s and 3^rd among key women. THE VIEW would tie for 10^th in HH’s and fall among the top 10 in key women. The early word on NBC’s new soap is that people aren’t as PASSIONate about it as the network had hoped. Posting a 2 rating/7 share in HH’s and single-digit shares in key women, PASSIONS is under performing its predecessors by about 40% (-6 shares) in W18-49 and 53% (-8 shares) in W25-54. Out of its 86 daytime occurrences in the top 100 markets, PASSIONS replaced ANOTHER WORLD in 63 occurrences and SUNSET BEACH in 12.

See the AFFILIATE DAYTIME/Top 100 Rankings

NEWSLETTER TABLE OF CONTENTS | DAYTIME | EARLY FRINGE | ACCESS | LATE FRINGE

AFFILIATE/EARLY FRINGE

The early fringe stories pretty much mirror the daytime ones, except that ROSIE (3/11) ties for 12^th in HH’s, not 1^st or for that matter, 2^nd or even 3^rd. OPRAH (6/18) is still the "Queen" and reigning with style after all these years in HH’s and key women. While OPRAH and ROSIE are down a couple of shares in key women versus July ’98 time period and their own year ago performances, the other veteran talkers are also experiencing similar declines. ROSIE is currently performing at the same levels as SALLY, MAURY and RICKI, proving to no longer be the stand out performer she once was. However, just about to enter her fourth season, ROSIE does continue to be a "nice," easily saleable alternative to the issue-oriented fare. JERRY SPRINGER (5/14), on the other hand, while still turning in a competitive performance (#2 in key women), is experiencing substantial declines versus both year ago time period (-4 shares) and his own year ago performance (-8 to –10 shares). As in daytime, MAURY, usually one of the most consistent talk performers, continues a slow rise back up to the share levels he achieved before being given up by Paramount and picked up by Studios USA.

Below is a chart outlining the returning talk shows’ performance where they have remained in the same time period over the past year. (The time period performance chart can be found at the end of this section.)

RETURNING TALK/OWN PRFORMANCE

Turning to the courtroom, the top "real" JUDGE (JUDY, of course) in the land of television ranks 2^nd among all syndicated fare in HH’s (6/18) and 3^rd in key women. While JUDY delivers a 29% (+4 shares) gain in HH’s versus year ago time period, she remains relatively flat in W18-49 and W25-54. Following suit is JUDGE JOE BROWN (5/17) who also posted a 4 share point increase (+31%) in HH’s and in W25-54 from a 13 to a 17 share.

Of the non-talk, non-judicial offerings, freshman game HOLLYWOOD SQUARES (4/12) has kept its time periods afloat, remaining flat from July ’98 time period. Among whatever key men are available to the daypart, JERRY is king. ANDY GRIFFITH, HOME IMPROVEMENT, JUDGE JUDY, JEOPARDY and FRASIER secure the rest of the top spots.

See the AFFILIATE EARLY FRINGE/Top 100 Rankings

NEWSLETTER TABLE OF CONTENTS | DAYTIME | EARLY FRINGE | ACCESS | LATE FRINGE

AFFILIATE/ACCESS

You’ve got to have FRIENDS in access, at least that’s what the rankings demonstrate. While WHEEL (11/23) and JEOPARDY (10/21) continue to achieve the 1-2 punch in HH’s, the FRIENDS score the #1 spot across all key adult demos. WHEEL and JEOPARDY do, however, tie for 1^st place in W25-54 (15 share). FRIENDS is also the only program to post increases from year ago time period -- up 31% (+4 shares) in W18-49, 15% (+2 shares) in W25-54, 36% (+4 shares) in M18-49 and 27% (+3 shares) in M25-54.

SEINFELD, at the end of its fourth season in syndication, is starting to really show its age. While this record-breaking sitcom about "nothing" continues to earn competitive shares, it has fallen to 5^th place in key women and 2^nd place in M18-49. The sitcom still earns a #1 rank in M25-54, but shares the spot with the freshman FRIENDS. SEINFELD has also experienced substantial declines from year ago time period and his own year ago performance. The other two major returning sitcoms -- FRASIER and HOME IMPROVEMENT -- are also posting declines versus their own July ’98 performances. Let’s look at these sitcom trends below.

Frasier - July ‘99 vs July ‘98 Own Performance* - 19 occurrences

Home Improvement - July ‘99 vs July ‘98 Own Performance* - 19 occurrences

Seinfeld - July ‘99 vs July ‘98 Own Performance* - 22 occurrences

There are no major changes in the magazine genre -- all remain pretty stable versus July ’98 with E.T. continuing to take the lead. Below is a chart illustrating the returning magazine’s own July ’99 to July ’98 performance in markets that have aired the program in the same time period over the past year. (The time period performance chart can be found at the end of this section.)

RETURNING MAGAZINE/OWN PERFORMANCE

See the AFFILIATE ACCESS/Top 100 Rankings

NEWSLETTER TABLE OF CONTENTS | DAYTIME | EARLY FRINGE | ACCESS | LATE FRINGE

AFFILIATE/LATE FRINGE

Once again, in order to put traditional affiliate late fringe into perspective, we must remember that the majority of syndicated programming is broadcast post network late night, lending to low ratings and high shares. So before we look at the top ranking late night performers in syndication, let’s briefly review the network landscape. LENO continues to be the late night talk show host of choice. Winning the time period hands down, THE TONIGHT SHOW outperforms LETTERMAN in HH’s and across all key adult shares by a wide margin. Let’s take a look below.

Head-to-Head Competition

Falling to 3^rd place in the network race, ABC’s NIGHTLINE and POLITICALLY INCORRECT deliver single digit key adult shares, remaining relatively status quo from year ago. The top 10 syndicated performers earning competitive shares across key adults include JERRY SPRINGER, FRIENDS, SEINFELD, CHEERS, FRASIER and JENNY JONES. Other key players among the female sector include GRACE UNDER FIRE, CHANGE OF HEART and MAD ABOUT YOU. Top options just for the men -- REAL TV, MARRIED WITH … CHILDREN and COACH make the top grade.

See the AFFILIATE LATE FRINGE/Top 100 Rankings

NEWSLETTER TABLE OF CONTENTS | DAYTIME | EARLY FRINGE | ACCESS | LATE FRINGE