KATZ PROGRAMMING RESEARCH
FOX/WB/UPN/INDEPENDENT SUMMARY - NOVEMBER 1999

The following summaries are based on the overall average of the top 100 markets in the November ‘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

FOX/UPN/WB/INDEPENDENT DAYTIME

JUDGE JUDY (4/14 HH) holds the gavel as the #1 daytime show across the board. Court shows are well represented in top 10 HH’s and key women. JUDGE JOE BROWN (3/9) snags 3^rd place in HH’s and is flat at a 9 share in W18-49 and up 25% (+2 shares) in W25-54 to a 10 share versus year ago time period. Both JUDY and JOE posted gains in W25-54 versus their own year ago performances. The newest entry into the genre, DIVORCE COURT, made an impressive 5^th place HH showing as well as posted a 43% (+3 shares) increase in key women to deliver a pair of 10 shares over November ’98. PEOPLE’S COURT (2/7), even boasting a new magistrate in Jerry Sheindlin, has remained relatively flat in key women versus year ago time period and its own year ago performance. JUDGE MATHIS (2/5) and JUDGE MILLS LANE (2/5), rounding out the category, tied at #13 in HH’s. That’s where the similarity ends, as the new judge on the block, MATHIS, increased year ago time period by 25-50% (1-2 shares) in key women, while MILLS posted no gains. PEOPLE’S COURT, JUDGE MATHIS, and JUDGE MILLS LANE all fall into the top 20 in key women.

The following chart outlines the returning courts shows’ November ’99 versus November ’98 performances. (The time period performance chart can be found at the end of this section).

RETURNING COURT/OWN PERFORMANCE*

*Markets that have aired the program in the same time period over the past year.

The veteran talk shows prove the most reliable. REGIS & KATHIE LEE (3/11) is 2^nd in overall HH’s, but the #1 talk performer. Though posting slight time period declines, the daytime duo’s 10 shares in key women are still competitive, ranking among the top 5. SALLY (2/9) is 2^nd in key women, flat versus year ago time period with a 12 share in W18-49 and an 11 share in W25-54. MAURY (3/8) tied with SALLY in W18-49, netted himself a 20% (+2 shares) increase in the demo versus November ’98 time period. Versus his own year ago performance, MAURY is the only talker to achieve growth. JERRY (2/7) continues to downtrend, delivering an 11 share in W18-49 and a 9 share in W25-54. JERRY not only posted declines of 25-27% (-3 to –4 shares) from year ago time period, but has dropped 5-7 shares in key women versus his own November ’98 performance. MONTEL (1/7), along with DONNY & MARIE, rounds out the top 10 in HH’s and key women in the genre, flat versus year ago time period. JENNY (2/5) and RICKI (2/5) are both down in key women, while LEEZA (1/4), new to the syndie world, and MARTHA (1/3) are up.

Here is a chart outlining the performances of returning talk shows in markets where they aired in the same time period as last November. (The time period performance chart can be found at the end of this section).

RETURNING TALK/OWN PERFORMANCE*

*Markets that have aired the program in the same time period over the past year.

MARTHA STEWART did not meet the minimum 3 occurrence cut for airing in the same time period over the past year.

The rookie gabbers are not yet poised to take over the reigns of the vets. QUEEN LATIFAH (1/5) seems to have the best chance, ranking 11^th in key women and increasing year ago time period by 17-20% (+ 1 share) to garner a 7 share in W18-49 and a 6 share in W25-54. DR. JOY BROWNE (1/3) needs a new prescription for success, delivering only a pair of 3 shares in key women, down 40-50% (-2 to -3 shares) versus year ago time period, while MARTIN SHORT (1/3) hasn’t fared any better with a mere 2 share point delivery in key women.

Other new daytime entries include FAMILY FEUD (2/5), which garnered a 6 share in key women, up 50% (+2 shares) in W18-49 and doubling the W25-54 delivery versus year ago time period. IN THE HOUSE (1/3) was basically steady versus year ago time period. NATIONAL ENQUIRER (1/4), awaiting a host change, and CAROLINE IN THE CITY (1/3) were flat to down when compared to November ’98 time period, while THE PARENT ‘HOOD (1/3), WAYANS BROS (1/3), and SCREEN GEMS NETWORK (1/2) were flat across the board.

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FOX/UPN/WB/INDEPENDENT EARLY FRINGE

Pulling no punches, JUDGE JUDY (5/12) is tops in HH’s, managing a 3^rd place (14 share) position in W18-49 and 2^nd place (15 share) in W25-54, a 17-25% increase (+2 to +3 shares) in key women versus year ago time period. In the 16 markets where she remained in the same time slot as November ’98, JUDY remained relatively status quo. JUDGE JOE BROWN (3/7) and THE PEOPLE’S COURT (2/7) tied for 6^th in HH’s, each posting 1-2 share increases in key women and remaining stable when compared to November ’98 time period. Their other court compadre, JUDGE MILLS LANE (1/3) fell to the bottom of the list at 37^th in HH’s, yet was basically flat versus year ago time period. The first-year arbitrators made impressive showings. JUDGE MATHIS (2/6) tied for 11^th in HH’s, boosting year ago time period by 67% (+2 shares) in W18-49 (5 share) and 100% (+3 shares) in W25-54 (6 share). The women are lining up for DIVORCE COURT (2/5), with her honor courting a pair of 7 shares in key women, achieving a 75% (+3 shares) jump over November ’98 time period.

There’s a different story in terms of the talk shows. Half of the returnees are up, while the other half are flat to down versus year ago time period. ROSIE (4/10), SALLY (4/9), and JERRY (3/8) compile the latter, though ROSIE isn’t experiencing dramatic drop-offs. ROSIE is the #1 choice of the ladies, delivering a 17 share in W18-49 and a 16 share in W25-54, relatively flat versus year ago time period. SALLY and JERRY have each lost 1-3 shares in key women compared to November ’98 time period, yet are still top 5 demo performers. Versus his own year ago performance, JERRY posted substantial declines – down 42% (-8 shares) in W18-49 and down 33% (-5 shares) in W25-54. JENNY (3/6), MONTEL (3/6), and RICKI (3/6) tied for 11^th place in HH’s. Landing in the top 20, MONTEL delivered a pair of 8 shares, flat in key women from year ago time period and the only talker to achieve any type of increase versus his own November ’98 performance. RICKI was flat in W25-54 with a 7 share (10^th place) and tied for 7^th in W18-49 (10 share).

Let’s take a look at how these talkers held up versus their own year to year performances. (The time period performance chart can be found at the end of this section).

RETURNING TALK/OWN PERFORMANCE*

*Markets that have aired the program in the same time period over the past year.

SALLY JESSY RAPHAEL did not meet the minimum 3 occurrence cut for airing in the same time period over the past year.

Off-net programs make up 60% of the shows found in early fringe. As a group, they are relatively stable versus year ago time period, if anything, delivering a 1-2 share increase in key women. Of the prominent performers, FRIENDS (4/7) was 4^th in W18-49 (14), garnering increases versus November ’98 time period and its own year ago performance. FRASIER (3/7) was impressive, ranking among the top 5 of key women. None of the new crop posted gains versus year ago time period across the board. 3^RD ROCK FROM THE SUN (3/6) and DREW CAREY (3/6) mirrored each other’s delivery, cracking the top 10 in W18-49 (9 share) and W25-54 (7 share). UNHAPPILY EVERY AFTER (2/2) proved true to its title, losing 50% (-2 shares) of year ago time period in key women, as did CAROLINE IN THE CITY (1/2) in W25-54.

The following chart takes a look at some of the key returning sitcoms in markets where they aired in November ’98 and November ’99:

RETURNING OFF-NET/OWN PERFORMANCE

The younger set prefers the following top 10 teen and kid shows: THE SIMPSONS, FRIENDS, HOME IMPROVEMENT, 3^RD ROCK, DREW CAREY, FRESH PRINCE, SISTER, SISTER, and WAYANS BROS.

See the Nielsen FOX/UPN/WB/INDEPENDENT EARLY FRINGE/TOP 100 Rankings

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FOX/UPN/WB/INDEPENDENT ACCESS

FRIENDS (6/10), tying for 1^st in HH’s, as well as holding the top slots in W18-49 (18 share) and W25-54 (17 share), shows increases of 1-2 shares versus year ago time period. While FRIENDS is the only key sitcom demonstrating growth, the seasoned shows are still effective in top ten key adult demos. SEINFELD (6/10) is 1^st in key men (16 share in M18-49 and 14 share in M25-54), while 2^nd in key women. Jerry’s gang, along with THE SIMPSONS (6/9), FRASIER (5/9), and HOME IMPROVEMENT (5/7), are off 1-2 shares (if not flat) when compared to November ’98 time period.

The following diagram charts the aforementioned comedies (minus HOME IMPROVEMENT, which didn’t meet the necessary 3 occurrences required to make the list) versus their own year ago performances. (The time period performance chart can be found at the end of this section).

RETURNING OFF-NET/OWN PERFORMANCE*

*Markets that have aired the program in the same time period over the past year.

IN THE HOUSE (4/6) and DREW CAREY (4/6) squeaked in at 9^th in HH’s, the only new offerings to crack the top 10. DREW was essentially flat in key adults versus year ago time period and garnered 4^th (10 share) and 5^th (9 share) place positions in key men. Looking at the other new shows on the off-net slate, 3^rd ROCK (3/5) ranked 12^th in HH’s, W18-49 (7 share), and W25-54 (6 share), while grabbing 8^th in key men (an 8 share in M18-49 and a 7 share in M25-54). THE WAYANS BROS (2/4, #15), meanwhile, held the 5 shares in W25-54 and M18-49 versus year ago time period and delivered a respectable 6 share in W18-49. CAROLINE IN THE CITY (2/2), having faced the ax of network cancellation after last season, only delivered a 2 share across key adults, losing 60% (-3 shares) of key women versus November ’98 time period and 33-50% (-1 to –2 shares) of key men.

The only new non off-net fare in access is FAMILY FEUD (3/5), whose 7 share in W18-49 was a 40% (+2 share) boost to year ago time period. The Louie Anderson project likewise drew a 6 share (+20%, +1 share) across the remainder of the key adults "surveyed."

JUDGE JOE BROWN (6/10, #1T) has actually, in a more limited sample, surpassed JUDGE JUDY (5/8, #6T) in key adult demos. JOE is on the rise versus November ’98 time period, up 2 shares to 2^nd place in key women (11 share) as well as in M25-54 (9 share). JUDY saw year ago time period declines, most significantly down 37% (-3 shares) in M18-49 to a 5 share.

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FOX/UPN/WB/INDEPENDENT LATE FRINGE

There’s a lot of drama in the courtrooms in late fringe. Posting low teen shares in key adults, save M25-54 (6 share), JUDGE JUDY (6/11), in a limited 9 occurrences, garnered 2-4 share increases in key adults versus year ago time period. Meanwhile, JUDGE MATHIS (3/8), went the other way. Though a top 10 performer in key women, MATHIS was down 15-20% (-3 shares). On the male front, however, the freshman judiciary brought the time period levels down 56-60% (-5 to –6 shares) to post a pair of 4 shares. The other men in black, JUDGE JOE BROWN (2/8) and Jerry Sheindlin of THE PEOPLE’S COURT (1/7) were relatively stable in women yet showed tremendous growth in key men. They tied for 4^th (11 share) in M18-49, JOE jumping 175% (+4 shares) and Judge Jerry up 83% (+5 shares) versus year ago time period. In M25-54, JOE leaped 8 shares (+200%) to a 12, also a 4^th place finish. The PEOPLE’S COURT, in a slightly more limited sample, doubled year ago M25-54 delivery for 1^st place in the demo.

SEINFELD (5/10) and FRIENDS (5/9) were the top off-net draws in HH’s, posting minimal increases across the board. Although these veteran sitcoms were in the top 10 across key adults, new kid on the block THE PARENT ‘HOOD (1/7) snagged 1^st place in key women with a 16 share (+4 shares) in W18-49 and a 15 share (+3 shares) in W25-54. (Keep in mind that most of THE PARENT ‘HOOD’s 7 occurrences occur post-midnight, while FRIENDS & SEINFELD air before 11:30PM in virtually all markets). STAR TREK: VOYAGER (2/8) and 3^RD ROCK FROM THE SUN (3/7) landed in late fringe, with 3^RD ROCK steady at year ago time period levels and VOYAGER invading the male faction by delivering a pair of 13 shares, up 4 to 5 shares over November ’98 time period. VOYAGER has also become one of the main attractions for M18-49 along with its predecessor, STAR TREK: THE NEXT GENERATION (2/6).

The rest of the freshman comedy crop didn’t "make them laugh" too hard as DREW CAREY (3/5), WAYANS BROS. (2/5), CAROLINE IN THE CITY (2/4), IN THE HOUSE (1/4), and UNHAPPILY EVERY AFTER (1/4) all posted time period declines across the slate in their first major book.

Stormy relationships abound in CHANGE OF HEART (2/6) and BLIND DATE (2/5). Compared to year ago time period, both series are relatively status quo across key adults.

Looking at head-to-head competition, as demonstrated in the following chart, CHANGE OF HEART is the overwhelming ladies choice, while the two relationship shows are in a dead heat in key men. Being BLIND DATE’s first book, it will be interesting to see if more viewers return for a future rendezvous with the show and if it will be able to overtake the male audience and close the gap in women.

(The time period performance chart can be found at the end of this section).

HEAD-TO-HEAD COMPETITION – 5 OCCURRENCES

Here are two charts outlining how the shows act as lead-ins for one another:

CHANGE OF HEART AS LEAD-IN – (13 occurrences)

BLIND DATE AS LEAD-IN – (8 occurrences)

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