KTVG
PROGRAMMING RESEARCH
AFFILIATE SUMMARY - July 2000
The following highlights
(with basically no new findings during the July survey, the written review
has been condensed) are based on the overall average of the top 100 markets
in the July ’00 sweep. The
HUTS and PUTS have been reviewed for HH’s and the key adult demos over the
last five July’s and there have been no significant shifts over the last four. (In July ’96, the summer Olympics were on NBC
and there was a considerable drop-off from that year.) 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
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LIVE WITH REGIS &
KATHIE LEE (5/21) go out in a blaze of glory as they win top honors in HH’s,
W18-49 (23 share) and W25-54 (25 share) in their last romp together as co-hosts.
Versus its year ago time period and its own year ago performance, the
morning duo upped the show’s performance by a whopping 7 shares in both W18-49
and W25-54. For a talker going into its 15th
year, that’s a mighty fine feat! (We’ll
see if the “Millionaire” magic can hold REGIS afloat without his Kathie Lee
-- no doubt he’ll do just fine.)
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MAURY (4/13) continues
his upward trend, not only ranking 2nd in W18-49 (19 share) and
3rd in W25-54 (17 share), but growing July ’99 time period and
his own year ago numbers by 2-3 share points.
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In a limited five
occurrence sample, QUEEN LATIFAH (2/12) has made her mark, boosting her key
female performance from single to double digit shares versus July ’99 time
period.
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The rest of the returning
talkers remain flat to down with JERRY SPRINGER and JENNY JONES taking the
biggest hits versus both July ’99 time period and their own year ago performances.
JERRY, however, still places among the top 5 in HH’s and key women.
Below is a chart
examining the returning talkers and their own July ’00 versus July ’99 performances.
(The time period performance chart can be found at the end of this section.)
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In the court arena,
JUDGE JOE BROWN (3/12) is the only jurist to make a positive impact on year
ago time period.
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JUDGE JUDY, PEOPLE’S
COURT and MILLS LANE are each posting 2-3 share point declines among key women
from July ’99 time period while MATHIS is down 3-5 shares and DIVORCE COURT
remains relatively status quo.
On the next
page is a chart reviewing the court shows and their own July ’00 versus July
’99 performances. (The time period performance chart can be found at the end of this section.)
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FAMILY FEUD also continues
to make inroads, ranking among the top 10 in HH’s (3/11, #9T) and W18-49 (11
share, #10T) and placing 11th in W25-54 (11 share).
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On the network side,
while PRICE IS RIGHT (5/23) still delivers the goods, THE VIEW continues to
make an impression, boosting year ago time period 21-23% (+3 shares) and its
own July ’99 performance by 14-15% (+2 shares). If placed on the syndicated ranking THE VIEW
would fall to #6 in W18-49 (16 share) and #3T in W25-54 (17 share).
See
the AFFILIATE DAYTIME RANKINGS
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The majority
of the early fringe stories are flat to down in HH’s and key women versus
July ’99 time period.
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OPRAH (6/17) retains
her afternoon crown, placing 1st in key women and remaining relatively
flat versus year ago time period and her own year ago performance.
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As in daytime, MAURY
(4/12, #8T) continues to jump start year ago time periods in W18-49 and W25-54
as well as rank among the top 5 in these key women and among the top 10 in
whatever men are available in the daypart.
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In a limited six occurrence
sample, MARTHA STEWART (3/10) whips up a 71% (+5 shares) increase in W18-49
and a 100% (+7 shares) increase in W25-54 from July ’99 time period.
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ROSIE (3/10, #14T),
most likely due, in part, to her usual summer repeat episodes, has fallen
from the #2 position in key women in May ’00 to #4T in July ’00.
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Though continuing
his fall from grace, JERRY SPRINGER (5/13, #5T) still manages to earn competitive
19 and 20 shares as well as the #2 position in key women. Among key men, JERRY is by far the #1 draw
followed by the old workhorse ANDY GRIFFITH.
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.)
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JUDGE JUDY (5/15,
#3) is still the top judge in town in HH’s and key women. Ranking among the top 10 across key adults,
JUDY is beaten in the male category by JOE BROWN (4/13, #5T) who places 5th
to her 7th in M18-49 and M25-54.
Both JUDY and JOE remain relatively status quo versus year ago time
period.
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JUDGE MATHIS (3/9,
#17T) is the next ranked jurist across HH’s and key adults. MATHIS is also the only court vehicle to post
any time period growth from July ’99 -- even if it was a slight share point
increase in key women and a 2 share point bump in M18-49.
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PEOPLE’S COURT (3/8),
MILLS LANE (2/8) and DIVORCE COURT (2/7) all post 2-3 share point declines
in key women from year ago time period.
Below is a chart
revealing the returning court 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.)
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WHEEL (9/20), JEOPARDY
(9/18) and E.T. (6/13) are the top three HH offerings. While both WHEEL and JEOP post 1-3 share point
drops in key adults from year ago time period, E.T. was up 1-2.
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FRIENDS (5/11) retains
its #1 position in W18-49 (16 share), ties for 2nd in W25-54 (14
share) with WHEEL and places 2nd behind SEINFELD in key men.
The gang that hangs at Central Perk is not only down 1-2 shares among
key adults versus year ago time period, but posts the largest 2-3 share point
decline of the returning sitcoms versus its own July ’99 performance.
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Of the other two top
sitcoms SEINFELD (5/10) continues to attract the key men, scoring the #1 position
in the demo with a pair of 14 shares and FRASIER (5/11) ranks 4th
in W18-49, 6th in W25-54 and 3rd in key men.
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Freshman DREW CAREY
(3/7) is pretty much holding its own versus July ’99 time period, delivering
its strongest performance in W & M18-49.
Take a peek
at the following chart for the returning sitcoms’ own year to year performances.
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The magazines in general
are flat to up this sweep with E.T. (6/13) continuing to stand above the rest,
out-scooping its competitors by placing 2nd in W18-49 (14 share),
1st in W25-54 (16 share), tying for 4th in M18-49 (10
share) and 3rd in M25-54 (11 share).
On the next
page is a chart illustrating the returning magazines’ own July ’00 to July
’99 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.)
Traditional
affiliate late fringe is a very different species from what can be found 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.
So, before we
look at the syndication picture, let’s review what’s happening on the network
side.
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Leno continues to
out-perform Letterman this survey, but by a smaller margin -- only 2-3 shares
higher in key women and 1 to 2 shares higher in key men. Letterman’s SURVIVOR summer may have had a
bit to do with lessening the gap between the two late night hosts’ adult share
delivery.
Back in syndication --
in a more limited sample, the sitcoms continue to rule the roost.
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The shrink, the friends, the barkeep and the comedian
all keep their seats in first class. FRASIER
(6/14), FRIENDS (5/13), CHEERS (4/12) and SEINFELD (4/12) clear the top four
spots in HH’s and are among the top 5 choices in key adults.
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Aside from these top performers, the relationship
genre’s BLIND DATE (2/9), which airs primarily post midnight, continues to
heat up the wee hours. BLIND DATE
is not only a top 10 scorer in HH’s and key adults (though one wonders if
this same track record applies to those men and women who are actually on
a date?!), but garners a 57% (+4 shares) increase in W18-49, an 80% (+4 shares)
boost in M18-49 and a 125% jump in M25-54 from year ago time period.
See
the AFFILIATE LATE FRINGE RANKINGS
NEWSLETTER TABLE OF CONTENTS | DAYTIME
| EARLY FRINGE | ACCESS | LATE FRINGE
