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.

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AFFILIATE/DAYTIME

After October’s less than stellar numbers, we had hoped November would paint a brighter picture. Unfortunately, as a whole, the majority of the programs are down, though the landscape is spotted with some positive stories. The returning programs continue to turn in the strongest performances led by ROSIE O’DONNELL (4/20) and JUDGE JUDY (4/20). While the two tie in HH’s, ROSIE is #1 in key women, achieving a 27 share in W18-49 and a 28 share in W25-54, only slightly up from year ago time period and her own year ago performance. With a strong showing in the majority of her nine market sample, ROSIE actually presides over the omnipotent JUDGE JUDY’s 17 share in W18-49 by 59% and her 18 share in W25-54 by 56%. JUDY takes the 2^nd place position in key women, remaining relatively status quo versus November ’98 time period, but is down 14% (-4 shares) from her own year ago performance in a limited four market sample.

MAURY (4/14) is on the rise while his veteran compatriots JERRY SPRINGER (4/13), SALLY JESSY (3/13), MONTEL (3/10) and JENNY (2/9) are all in decline. MAURY remains on an even keel in daytime from year ago, ranking 4^th in HH’s and W25-54 (16 share) and tying for 2^nd in W18-49 (17 share) with JUDY, JERRY and SALLY. Though still turning in a #2 performance in W18-49 and ranking 6^th in W25-54, JERRY has been hit the hardest. Down 39%-42% (-10 to –11 shares) in key women from year ago time period, SPRINGER also posts a 43%-45% (-12 to –15 shares) drop from his own November ’98 delivery. REGIS & KATHIE LEE remain consistent daytime performers, tying for 2^nd in W25-54 (18 share) and placing 6^th in W18-49 (16 share).

Both MARTHA STEWART (3/11) and DONNY & MARIE (2/11) made the top 10 in HH’s and key women shares. While MARTHA remained relatively status quo from year ago, DONNY & MARIE had a surprisingly positive November story. Though the brother/sister duo only upped time period shares by one point, their performance in markets where they remained in the same slot over the past year jumped 27%-30% (+3 shares).

Below is a chart looking at these returning talkers and their own November ’99 versus November ’98 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. RICKI LAKE did not make the minimum 3 occurrence cut. D&M=DONNY & MARIE. MARTHA STEWART includes the hour combo of MARTHA and the "Best of" from November 1998.

Of the freshman talkers, QUEEN LATIFAH (2/10), albeit in a limited five markets, achieved the best performance in HH’s (#13T) and W18-49 (#8T). In her first major book since entering syndication, LEEZA (2/9) managed to just reach the double-digit range in key women with a pair of 10 shares, tying for 13^th in W25-54.

With six judges taking the bench this season, the daytime courtroom is becoming quite filled up. Though, none of the others get as much respect from their viewers as JUDY does. Mostly driven by an older skewing audience, the returning court shows are among the top 10 in HH’s with all but THE PEOPLE’S COURT (3/11) exhibiting time period growth. Both JUDGE JOE BROWN (3/12) and PEOPLE’S COURT garner a top 10 showing in W25-54 as well. Though posting only single digit shares, JUDGE MILLS LANE (3/11) increased the time period 29%-50% (+2 to +3 shares). Of the freshman court offerings, DIVORCE COURT (2/9) was the decision-maker among key women, growing the time period from an average 8 share to a 10 in W18-49 and a 7 share to a 9 in W25-54. Though JUDGE MATHIS (2/10) slightly edged out DIVORCE COURT in HH’s, the show brought the time period share delivery down from double to single digits versus year ago in key women.

FAMILY FEUD (3/11, #8T), the only game to make the occurrence cut in daytime, is one of those positive stories mentioned earlier. With a 29 occurrence sample, FEUD boosts November ’98 time period levels by 38% (+3 shares) to an 11 share in W18-49 (#11) and by 22% (+2 shares) to an 11 in W25-54 (#10).

Looking at the network landscape, aside from the soaps, there is THE VIEW, THE PRICE IS RIGHT and LATER TODAY. If we were to compare these network offerings with the syndicated ones, PRICE would be #1 in HH’s (5/23), #6 in W18-49 and #4 in W25-54. THE VIEW would tie for 8^th in HH’s (3/11) and would rank #7^th in W18-49 (14 share) and #5T in W25-54 (15 share). LATER TODAY has so far taken a stumble at the starting gate. This new extension to the very successful TODAY SHOW franchise only ties for 17^th in HH’s (2/9) and W18-49 (9 share) and ties for 13^th in W25-54 (10 share). Unfortunately, versus year ago time period, LATER TODAY is down 23%-31% (-3 to -4 shares) in key women. When leading out of THE TODAY SHOW, LATER drops over 50% of the audience or 14 share points. In the twenty-three markets where the female hosted morning show replaced LEEZA, the time period is down 3 share points in key women. When directly up against the women of THE VIEW (20 occurrences), the ABC vehicle currently clobbers the NBC show by delivering key female shares over 100% higher.

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AFFILIATE/EARLY FRINGE

How many times and in how many different ways can we say – OPRAH is #1, OPRAH is the "queen of afternoon talk," OPRAH is the dominant talker in early fringe? As many as it takes and for as long as she reigns. While it was touch and go there last season between OPRAH and JERRY, OPRAH (6/19) is definitely back on top. Though only experiencing minimal declines year to year, OPRAH still delivers the most competitive high 20 shares to the daypart. While JERRY (5/13) continues to hold the championship title among whatever key men are available in early fringe, is #2 in W18-49 and tied for 3^rd in W25-54, this talker is going down. Taking very substantial hits across the board, JERRY has dropped 7 shares in key women and 9-11 shares in key men versus year ago time period and has done similar damage compared to his own November ’98 performance. ROSIE (4/12), just missing the top 10 in HH’s, is still a volatile player in key women, maintaining a consistent performance and scoring 2^nd and 3^rd place positions in W25-54 (19 share) and W18-49 (18 share), respectively. Though talkers like OPRAH and ROSIE may not have experienced any growth spurts of late, they are still top players. While their relatively even numbers may be considered uninspired, they at least keep the pace where a show like JERRY SPRINGER may pop hard, but is sure to deflate more quickly.

Among the remaining returning talk shows to make the cut, they are all flat to down versus year ago. Take a look below at the 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*

*Markets that have aired the program in the same time period over the past year, minimum 3 occurrences.

In comparing other veteran talkers (with at least 3 occurrences) in head-to-head competition with OPRAH (on traditional affiliated stations only), ROSIE is at the top of the list, followed by MONTEL, MAURY and then SALLY. Of the non-talk variety, JUDGE JUDY is turning out to be a formidable competitor, earning an 18 share to OPRAH’s 26 in W18-49 and a 20 share to OPRAH’s 26 in W25-54. Below is a tally of OPRAH’s direct competition with these talk shows and with JUDGE JUDY.

OPRAH vs Other Talk (head-to-head competition)

**Only markets (14) where JUDY goes head-to-head with OPRAH for the full hour.

On the court show circuit, JUDGE JUDY (6/16) is a force to be reckoned with, leading the pack by a considerable margin and ranking in the top 5 in HH’s and across the key adult shares. Double run in the majority of its markets, JUDY exhibits growth -- up 23% in HH’s (from a 13 to a 16 share), 15% in W18-49 (from a 13 to a 15) and 21% in W25-54 (from a 14 to a 17) from year ago time period. Versus her own year ago judgements, JUDY posts 2-3 share point gains in key women. JUDGE JOE BROWN (4/14) is the second most watched judge, placing in the top 10 across key adult demos and remaining stable in key women from November ’98 time period. MILLS LANE (4/10), PEOPLE’S COURT (3/8) and newcomers JUDGE MATHIS (4/9) and DIVORCE COURT (2/8) fall well behind in key women shares and in rank. On traditional affiliates, DIVORCE COURT has not made as much of an impact as on the FOX/WB/UPN affiliates and Independent stations, posting 5 share point declines in key women from year ago time period (from a pair of 13 shares to a pair of 8’s).

With the quest for just the right news lead-in, below is a quick reference looking at what kind of numbers OPRAH, ROSIE and JUDGE JUDY deliver into their news leadouts. OPRAH, as usual, delivers the highest key female shares to the news, but because her shares are so high to begin with, she exhibits the largest fall-off. From the male perspective, while JUDY actually achieves higher shares going into the news, OPRAH’s stations average the higher news shares.

NEWS LEAD-INS

In the game show arena, JEOPARDY (7/20), HOLLYWOOD SQUARES (4/12) and freshman FAMILY FEUD (3/12) all have a presence. Aside from the long-standing player JEOPARDY, the survey actually said FEUD. SQUARES went for the block, but was off 2 shares in key women while FEUD (in a limited nine market sample) boosted year ago time period by 44% (+4 shares).

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AFFILIATE/ACCESS

With the success of WHO WANTS TO BE A MILLIONAIRE on ABC and the resurgence of game shows making a comeback in network primetime, WHEEL (12/23) and JEOPARDY (12/22) may be getting some of the spillover. While these two games have always been top performers and while their shares have been known to slip very slowly over the years, both have actually bumped up year ago time period by 1-2 share points across key adults this survey. The third game offering in access, the one that is not up, is HOLLYWOOD SQUARES (5/9). Overall, in its second season, SQUARES time period delivery is off year ago levels by, at most, 2 shares in key women and M18-49. SQUARES is also down, in a similar fashion, versus its own year ago performance.

Along with WHEEL and JEOPARDY, FRIENDS (6/12), E.T. (7/12) and SEINFELD (6/11) are among the top 5 shows with their scorecard ranks changing slightly depending on the demo. FRIENDS is #1 with a 17 share in W18-49, #3 in W25-54, #2 tied with JEOPARDY in M18-49 and M25-54. WHEEL is #1 tied with JEOPARDY in W25-54, #3 in W18-49 and #4 in key men. SEINFELD is #1 with a 16 share in key men, #4 in W18-49 and #5 in W25-54. E.T. ranks 4^th and 5^th in W25-54 and W18-49, respectively, but gives up its seat to THE DREW CAREY SHOW which places 5^th in key men.

Speaking of DREW CAREY (4/7), it is the only freshman sitcom to make the occurrence cut on the traditional affiliate access ranking. Unfortunately, DREW is off year ago time period by 2-3 shares in key women (from double to single digit), flat in M18-49 and down a share point in M25-54.

In reviewing the veteran sitcoms, only the sophomoric FRIENDS is up ever so slightly versus November ’98 time period and its own year ago performance. Take a peek at the chart below for the returning sitcoms’ own year to year performances.

RETURNING SITCOMS/OWN PERFORMANCE*

All of the magazines continue to remain relatively status quo, showing very slight increases in W25-54 versus their own year ago performances. Below is a chart illustrating the returning magazine’s own November ’99 to November ’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*

*Markets that have aired the program in the same time period over the past year, minimum 3 occurrences.

JUDGE JUDY (5/9) has made her presence known, but at this point in time isn’t as effective in access as in early fringe on traditional affiliates. Versus year ago time period, JUDY is up or down a share in key women and down 22% (-2 shares) in key men.

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AFFILIATE/LATE FRINGE

Traditional affiliate late fringe is a very different animal from what we find on FOX/WB/UPN and Independent stations. The choices are more limited and the programs generally air post network late night. To put things into perspective, this practice lends itself to lower ratings and higher shares.

With that said, let’s review what’s happening on the network. As we can see from the charts below, Leno still out-talks Letterman by a substantial margin across key adults.

Head-to-Head Competition

TONIGHT SHOW with Jay Leno* (89 occ.)

LATE SHOW with David Letterman* (86 occ.)

NIGHTLINE* (90 occ.)

POLITICALLY INCORRECT* (70 occ.)

* Specific history.

Back in syndication, FRASIER (4/13) takes a first class front seat in the daypart, tying for 1^st place in HH’s (with SEINFELD) and W25-54, ranking 4^th in W18-49 and 2^nd in key men. FRASIER has also doctored year ago time period by 22%-50% (+2 to +5 shares) across all key adult demos. While SEINFELD, FRIENDS and CHEERS remain top performers; two new players have entered into the fray. The relationship genre’s BLIND DATE (2/9) which airs primarily post midnight and CHANGE OF HEART (1/8) with the majority of its clearances after 1AM, have put a little sizzle into the wee hours. Both "dating-type" vehicles post increases from year ago time period and score in the top 10 in HH’s and across key adult shares. THE NATIONAL ENQUIRER is spouting some kind of gossip that viewers are interested in, whether it be good or not, achieving a top 5 ranking in all key adult demos save M25-54 where it is #6. The rest of late fringe consists of a mixture of court, magazine, talk and under performing sitcoms trying to find a place on the schedule.

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