KTVG
PROGRAMMING RESEARCH
AFFILIATE SUMMARY - November 2000
The following summaries are based on the overall average of
the top 100 markets in the November ’00 sweep.
The rankings, which follow this write-up, are based on a program having a minimum of 5 occurrences in a daypart. Keep in mind that this November fell in a
presidential election year, which included a long and drawn out post-election
controversy, leading to a fair amount of program preemptions and interruptions.
As with every
new season and every November sweep, we hope that the syndication stories will
be positive, that we will have something to cheer about, that the future looks
brighter. As we close the books on this
November, unfortunately, our hopes continue to be dashed with time period
losses occurring across the board. None
of the new programs have been able to break into the double-digit share
category. The top 2 new players in
daytime are TO TELL THE TRUTH (2/8) and JUDGE HATCHETT (2/7), both placing
among the top 10 in W18-49 and 16th and 11th,
respectively, in W25-54. Overall, DR.
LAURA (2/6), POWER OF ATORNEY (2/6), the soon-to-be-departed HOUSECALLS (1/4),
MEN ARE FROM MARS, WOMEN ARE FROM VENUS (1/4) and MORAL COURT (1/4) have made
little impact on their time periods.
All of these freshman upstarts have posted low single digit key female
shares, a significant decline (over 50%) from what the time period had been
achieving in Nov ’99 while the key
female PUTS in daytime remain unchanged from year ago. (Refer to daypart trend charts
at the back of the rankings.)
The better
stories, none of which are stellar this survey, come from the returning
shows. ROSIE O’DONNELL (4/11), though
down 19-21% (-5 shares) in key women from her own year ago performance, is the
only syndicated show in daytime to achieve, though minimal, any time period
gains (+1 to +2 shares) over Nov ’99.
Delivering a 15 share in W18-49 and a 17 share in W25-54, ROSIE ties
with REGIS (4/17) and JERRY SPRINGER (4/10) in the former demo and places #1 in
the latter. LIVE! WITH REGIS is #2 in
W25-54 (16 share) and posts a 16% (-3 shares) decline versus Nov ’99 time
period and an 11% (-2 shares) drop versus its own year ago performance. In fact, this is Reege’s first downturn in
over a year. Though MAURY (3/11), SALLY
(2/10) and JERRY all rank among the top 5 performers in key women, they post
the largest key female declines of all the veteran talkers versus year ago time
period (-3 to –6 shares) and, along with ROSIE, versus their own Nov ’99
performances. RICKI (1/5) also
experiences substantial declines, but only airs in seven occurrences in this
daypart. Take a look below at the chart
reviewing the returning talkers and their own Nov ’00 versus Nov ’99
performances. (The time period performance chart can be found at the end of this
section.)
RETURNING TALK/OWN PERFORMANCE*
|
|
W18-49 Shr |
W18-49 Shr |
|
W25-54 Shr |
W25-54 Shr |
|
|
|
NOV ‘00 |
NOV ‘99 |
%Chg |
NOV ‘00 |
NOV ‘99 |
%Chg |
|
ROSIE (7) |
19 |
24 |
-21% |
21 |
26 |
-19% |
|
MAURY (20) |
17 |
20 |
-15% |
14 |
20 |
-30% |
|
JENNY (6) |
17 |
16 |
+6% |
15 |
12 |
+25% |
|
REGIS (84) |
16 |
18 |
-11% |
17 |
19 |
-11% |
|
JERRY (6) |
16 |
20 |
-20% |
15 |
18 |
-17% |
|
SALLY (20) |
13 |
18 |
-28% |
13 |
17 |
-24% |
|
MONTEL (12) |
13 |
15 |
-13% |
14 |
16 |
-12% |
|
MARTHA (32) |
10 |
14 |
-29% |
12 |
15 |
-20% |
Turning
to the courtroom, with ten offerings on the judicial circuit, all are down to
single digit deliveries from year ago
time period’s double-digit shares -- with the exception of JUDGE JUDY (3/12)
which remains relatively stable from Nov ’99.
The network programs,
though not always in direct competition for time period clearances, are still a
key part of the daytime landscape. So,
if we were to compare the network product with the syndicated ones, PRICE IS
RIGHT (5/21 HH, 14 share in W18-49, 15 share in W25-54), THE VIEW (3/11, 13
share in W18-49, 15 share in W25-54) and THE TODAY SHOW 2 (3/14, 14 share in
W18-49, 15 share in W25-54) would all place among the top 5. THE VIEW continues to turn in a consistent
performance and the third hour of THE TODAY SHOW has so far proved it may have
stamina. Though it drops a considerable
amount from the second hour of TODAY (-10 shares) in key women, it delivers
comparable shares to THE VIEW. In the
markets where TODAY 2 is in its direct path, THE VIEW, which usually airs in
later time slots, comes out ahead by 22% (+2 shares) in W18-49 and by 30% (+3
shares) in W25-54.
AFFILIATE/EARLY FRINGE
While the early
fringe charts also post declines pretty much across the board, JERRY SPRINGER
(5/13), OPRAH (6/17) and ROSIE (3/11) came out the least scathed in key
women. OPRAH continues to tie for #1
with JEOPARDY in HH’s and places 1st in key women. OPRAH’s 24 share delivery in W18-49 is only
14% higher (+3 shares) than her closest competitor JERRY SPRINGER, though her
26 share in W25-54 is 44% (+8 shares) higher.
OPRAH posts a minimal one share point dip from Nov ’99 time period in
key women and a 2 share drop-off in W18-49 versus her own year ago
performance. SPRINGER, after
experiencing substantial declines over the last couple of years, has actually
boosted Nov ’99 time period by 2 to 3 key female shares while the majority of
the other programs are on a downswing.
ROSIE, #3 among key women, is flat to up a share versus Nov ’99 time
period. All of the other veteran
talkers, even MAURY (4/10) who has more recently been on a roll, are posting
decreases from year ago time period.
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*
|
|
W18-49 Shr |
W18-49 Shr |
|
W25-54 Shr |
W25-54 Shr |
|
|
|
NOV ‘00 |
NOV ‘99 |
%Chg |
NOV ‘00 |
NOV ‘99 |
%Chg |
|
OPRAH (87) |
24 |
26 |
-8% |
26 |
27 |
-4% |
|
JERRY (8) |
21 |
20 |
+5% |
18 |
17 |
+6% |
|
ROSIE (57) |
18 |
18 |
- |
17 |
19 |
-11% |
|
MAURY (14) |
16 |
18 |
-11% |
14 |
17 |
-18% |
|
MONTEL (41) |
15 |
17 |
-12% |
15 |
17 |
-12% |
|
RICKI (4) |
14 |
19 |
-26% |
12 |
15 |
-20% |
|
SALLY (18) |
13 |
15 |
-13% |
12 |
14 |
-14% |
|
JENNY (4) |
10 |
11 |
-9% |
10 |
9 |
+11% |
*Markets
that have aired the program in the same time period over the past year. LATIFAH
and MARTHA did not meet the minimum 3 occurrence cut.
Though
the honorable JUDGE JUDY (4/13) and JUDGE JOE BROWN (4/12) continue to lead the
pack as the top two jurists in HH’s and across key adults, both have
experienced time period declines from Nov ’99 in key women (-3 shares for JUDY,
-2 shares for JOE). All of the other
court-related offerings are also off this sweep, but not by as much as they are
in daytime.
All of the
freshmen entries appear at the bottom third of the HH ranking and all fall
below the top 20 in key adults with the exception of ARREST & TRIAL in men
(#13 in M18-49, #19 in M25-54) and POWER OF ATTORNEY in M25-54 (#19T).
Similar to
daytime, the HUTS for early fringe are up a mere 5%, while the key women PUTS
remain relatively consistent, flat in W18-49 and up 5% in W25-54 from Nov
’99. (Refer to the daypart trend charts at the back of the program rankings.)
AFFILIATE/ACCESS
The access
landscape has a more positive, though not stellar, tale to tell than the other
dayparts. While most of the programs do
not achieve increases for their time periods, the declines are not as evident,
more like 1 to 2 share point dips. The
HUTS were up a mere 4%, the W25-54 PUTS were up only 2% and W18-49, M18-49 and
M25-54 PUTS remained status quo from Nov ’99 levels. By category, the magazines have had the best story this survey,
followed by the sitcoms and than the game shows. Though WHEEL (11/20) and JEOPARDY (10/17) are the top HH
performers, they rank 3rd and 5th, respectively, in key
women and tie for 4th in key men.
Both are down versus year ago time period and their own Nov ’99
performances across key adults with JEOPARDY experiencing greater
declines. HOLLYWOOD SQUARES (5/9) goes
for the block, but misses its mark, tying for 13th in key women and
M25-54 and 14th in M18-49.
Delivering only single digit shares, SQUARES is off by 2 shares in key
women and M18-49 versus Nov ’99 time period and its own year ago levels. Newcomer TO TELL THE TRUTH (4/8), in a
limited five occurrence sampling, was down 3 to 4 shares from Nov ’99 time
period across key adults. Below is a
chart illustrating the returning games’ own Nov ’00 to Nov ’99 performance in
markets that have aired the programs in the same time period over the past
year. (The time period performance chart can be found at the end of this
section.)
RETURNING GAME/OWN PERFORMANCE*
|
|
W25-54 |
W25-54 |
|
M25-54 |
M25-54 |
|
|
|
NOV ‘00 |
NOV ‘99 |
%Chg |
NOV ‘00 |
NOV ’99 |
%Chg |
|
WHEEL (91) |
13 |
16 |
-19% |
10 |
13 |
-23% |
|
JEOP (59) |
12 |
17 |
-29% |
10 |
14 |
-29% |
|
SQUARES (42) |
9 |
11 |
-18% |
7 |
9 |
-22% |
*Markets
that have aired the program in the same time period over the past year, minimum
3 occurrences.
The scoop on
the magazines this survey was slightly better than usual. Turning in respectable performances, E.T.
(7/12) distinguished itself in key adults tying for the #1 position in W25-54
(15 share) with FRIENDS, placing #2 in W18-49 (14 share) and tying for 4th
in key men. INSIDE EDITION is the 2nd
choice mag for key females while REAL TV attracts slightly more of the
men. If we look at the magazine chart
below, all of the offerings achieve an up-tick versus their own year ago
performances in W25-54, and with the exception of REAL TV, are flat to up one
share point in M25-54. The drawn out
election coverage, as with most big news stories, may have produced more fodder
for the magazines contributing, in part, to their increases this sweep. Before we move on to the off-network
section, if you were wondering about ARREST & TRIAL (3/5), on average, it
did not have a good book.
RETURNING MAGAZINE/OWN PERFORMANCE*
|
|
W25-54 |
W25-54 |
|
M25-54 |
M25-54 |
|
|
|
NOV ‘00 |
NOV ‘99 |
%Chg |
NOV ‘00 |
NOV ’99 |
%Chg |
|
E.T. (64) |
16 |
14 |
+14% |
11 |
10 |
+10% |
|
INSIDE (13) |
14 |
12 |
+17% |
10 |
10 |
- |
|
ACCESS (13) |
11 |
10 |
+10% |
8 |
7 |
+14% |
|
EXTRA (21) |
11 |
10 |
+10% |
8 |
8 |
- |
|
REAL TV (4) |
10 |
9 |