KTVG PROGRAMMING RESEARCH
AFFILIATE SUMMARY - February 2001
The following summaries are based on the overall
average of the top 100 markets in the February ’01 sweep. The rankings, which follow this write-up,
are based on a program having a minimum
of 5 occurrences in a daypart.
While
the news for February is a little brighter in daytime than it was in November,
it still isn’t as positive as we would like.
LIVE WITH REGIS & newest addition KELLY Ripa is the top HH scorer
(5/18) and the clear cut #2 player on the charts among key women. While REGIS took a slight hit in November
with his bevy of co-hosts, the 14-year-old show is on the rise again. Though LIVE is flat to up only one share
point from Feb ’00 time period and its own year ago levels, it is up 13-17% (+3
to +4 shares) from Nov ’00 time period and 22-25% (+4 shares) from its own Nov
’00 performance in key women. Looking
at the even younger W18-34 demo, LIVE has boosted both Nov ’00 and Feb ’00 time
period by 38% (from a 13 to an 18 share).
ROSIE, the #2 HH performer (4/15) is #1 among her female peers,
achieving a 21 share in W18-49 and a 22 share in W25-54. MAURY (3/12) and JERRY SPRINGER (3/11) fall
next in line, both posting shares below year ago time period, below their own
year ago levels and 25-47% below the top two performers. MARTHA STEWART (3/10) and MONTEL (3/10) also
earn top 10 status in HH’s and key women.
MARTHA has been cooking up a top 5 performance among key women this
sweep, posting a 12 share in W18-49 and a 14 share in W25-54, increasing year
ago time period shares by 17-20% (+2 shares).
JENNY (2/9) and SALLY (2/8) have both seen better days with JENNY
experiencing the largest fall off among the veteran talkers in W18-49 versus
Feb '01 time period and her own year ago performance. RICKI (2/6), replacing the likes of MARTIN SHORT and AINSLEY
HARRIOTT in daytime slots, posts a 57% (+4 shares) time period increase in
W18-49. The freshman talkers haven’t
had much of an influence over the daytime viewer with DR. LAURA (2/6) and
MARS-VENUS (1/4) falling towards the bottom of the ranking in both HH’s and key
women. Even with its new panel of
hosts, MARS-VENUS hasn’t been able to keep up the pace, dropping key female shares
among key women not only from Feb ’00 time period, but from its own Nov ’00
performance.
Take
a look below at the chart reviewing the returning talkers and their own Feb ’01
versus Feb ‘00 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 |
|
|
|
FEB ‘01 |
FEB ‘00 |
%Chg |
FEB ‘01 |
FEB ‘00 |
%Chg |
|
ROSIE (7) |
22 |
24 |
-8% |
24 |
26 |
-8% |
|
REG/KEL (84) |
20 |
19 |
+5% |
22 |
21 |
+5% |
|
MAURY (14) |
19 |
22 |
-14% |
18 |
20 |
-10% |
|
JERRY (6) |
17 |
20 |
-15% |
15 |
18 |
-17% |
|
MONTEL (14) |
14 |
13 |
+8% |
14 |
14 |
- |
|
JENNY (9) |
12 |
17 |
-29% |
10 |
13 |
-23% |
|
MARTHA (37) |
11 |
10 |
+10% |
13 |
12 |
+8% |
|
SALLY (21) |
10 |
13 |
-23% |
10 |
12 |
-17% |
With far too many judges on the bench (10 in all), the courtroom
has been turning in some questionable decisions. Ranging in time period declines from 1 to 8 share points, the
judges (with the exception of MATHIS and MORAL COURT) have not all been keeping
up their end of the bargain. JUDGE JUDY
(3/11) and JOE BROWN (2/10) continue to lead the HH pack while JUDGE MATHIS
(2/9) (in a very limited five-occurrence sample) ranks higher among key women. Of the returning court offerings, JOE BROWN
exhibits the largest share decline in W18-49 (from a 15 to a 7) and MILLS LANE
(2/6) experiences
the largest drop-off in W25-54 (from a 12 to a 5). Look below at how the returning court shows are faring versus
their own Feb ’01 and Feb ‘00 performances.
(The time period performance chart
can be found at the end of this section.)
RETURNING COURT/OWN PERFORMANCE*
|
|
W18-49 Shr |
W18-49 Shr |
|
W25-54 Shr |
W25-54 Shr |
|
|
|
FEB ‘01 |
FEB ‘00 |
%Chg |
FEB ‘01 |
FEB ‘00 |
%Chg |
|
JUDY (3) |
15 |
13 |
+15% |
18 |
15 |
+20% |
|
MATHIS (4) |
12 |
8 |
+50% |
13 |
10 |
+30% |
|
J.BROWN(12) |
8 |
10 |
-20% |
10 |
11 |
-9% |
|
PEOPLE’S (10) |
7 |
8 |
-12% |
7 |
10 |
-30% |
*Markets that have aired the program in the same
time period over the past year. DIVORCE
COURT and MILLS LANE did not meet the minimum 3 occurrence cut.
On the freshman docket, POWER OF ATTORNEY (2/7) made the weakest
case for itself, exhibiting a 54% decline in W18-49 (from a 13 to a 6 share)
and a 46% down turn in W25-54 (from a 13 to a 7 share) versus Feb ’00 time
period. Though not a court vehicle,
ARREST & TRIAL’s (2/8) six occurrence dose of reality registered a 1 to 2
share point drop among key women from year ago time period, just placing among
the top 20 in the daypart.
Though not
always in direct competition for time period clearances, the network programs
are still a key part of the daytime landscape.
While PRICE IS RIGHT (5/18) would tie for #1 in HH’s along with REGIS
& KELLY; it is THE VIEW (3/11) which has the advantage among key women,
achieving a 16 share in W18-49 and an 18 share in W25-54. While all three programs fall into the top 5
category, TODAY 2 (3/12 HH, 14 share in W18-49, 15 share in W25-54) is next in
line followed by PRICE (13 share in W18-49, 14 share in W25-54). Though the third hour of TODAY drops a
substantial amount (-6 to -7 shares) in key women from its TODAY SHOW lead-in,
based on Feb ’00 shares, it has exhibited marked improvement over it’s LATER
TODAY (+5 shares) predecessor. While
THE VIEW is flat to down a share in key women versus Feb ’00 time period and
its own performance, this lively chat/news/entertainment series presents a
united front in direct airings opposite TODAY 2, winning the hour by 23-25% (+3
shares).
AFFILIATE/EARLY FRINGE
Overall,
the majority of programs are once again not living up to their potential, posting
time period declines across the board.
Of the freshman offerings, all deliver only single digit shares and fall
toward the bottom of the rankings in HH’s and across key demos. The HUTS for early fringe are down a mere
2%, while the key women PUTS, as in daytime, remain consistent versus Feb
’00. (Refer to the daypart trend charts at the back of the program
rankings.)
While the top three HH programs are JEOPARDY
(7/17), OPRAH (6/17) and JERRY SPRINGER (5/13), it is OPRAH, JERRY and ROSIE
(3/9) who rate among key women 18-49 and 25-54. Maybe there is something to all that spirituality that OPRAH
practices, after all her crown keeps shining after all these years. Not only is Miss OPRAH #1 in key women, but
she out paces her closest #2 and #3 competitors by a considerable margin. OPRAH garners a 25 share in W18-49, 39%
higher than SPRINGER’s 18 and 56% higher than ROSIE’s 16 share. In W25-54, OPRAH’s 27 share is 59% above
SPRINGER’s 17 share and 69% above ROSIE’s 16.
Versus year ago time period and her own performance, the afternoon queen
remains relatively stable. JERRY, who
has been plummeting over the last season, has actually posted 2 to 3 share
point increases over year ago time period in key women and is flat to up 2
shares over his own Feb ’00 performance.
ROSIE, on the other hand, while down only slightly from year ago time
period has experienced 20% (-4 shares) declines over her own year ago
performance. MONTEL (4/12) and MAURY
(4/11) are the next talkers to fall in line.
While MONTEL continues to turn in a consistent performance versus Feb
’00 time period and his own year ago levels, MAURY has actually posted a 2 to 3
share point drop in the markets that have kept him in the same time period over
the past year. Of all the veteran talk
shows, SALLY (3/9) has experienced the most substantial declines among key
women.
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 |
|
|
|
FEB ‘01 |
FEB ’00 |
%Chg |
FEB ‘01 |
FEB ‘00 |
%Chg |
|
OPRAH (93) |
25 |
26 |
-4% |
27 |
27 |
- |
|
RICKI (4) |
19 |
16 |
+19% |
13 |
14 |
-7% |
|
JERRY (9) |
17 |
17 |
- |
17 |
15 |
+13% |
|
ROSIE (59) |
16 |
20 |
-20% |
16 |
20 |
-20% |
|
MONTEL (42) |
16 |
16 |
- |
16 |
16 |
- |
|
MAURY (18) |
15 |
18 |
-17% |
13 |
15 |
-13% |
|
JENNY (3) |
12 |
15 |
-20% |
10 |
11 |
-9% |
|
SALLY (16) |
11 |
16 |
-31% |
11 |
15 |
-27% |
|
MARTHA (3) |
9 |
10 |
-10% |
11 |
12 |
-8% |
*Markets that have aired the program in the same time period over
the past year. LATIFAH did not meet the minimum 3
occurrence cut.
The outcome isn’t any more positive in the court arena. JUDGE JUDY (5/11), JUDGE JOE BROWN (4/11)
and JUDGE MATHIS (4/9-in a much more limited sample) lead the pack and are the
only three jurists to deliver double digit rulings. Of the freshman court cases, JUDGE HATCHETT (2/6) and POWER OF
ATTORNEY (2/6) have both reduced their time period share levels from double to
single digits and have placed 20th and below in HH’s and key women.
Take a look at how the returning court shows are faring versus
their own Feb ’01 and Feb ‘00 performances.
(The time period performance chart
can be found at the end of this section.)
RETURNING COURT/OWN PERFORMANCE*
|
|
W18-49 Shr |
W18-49 Shr |
|
W25-54 Shr |
W25-54 Shr |
|
|
|
FEB ‘01 |
FEB ‘00 |
%Chg |
FEB ‘01 |
FEB ‘00 |
%Chg |
|
JUDY (47) |
14 |
15 |
-7% |
16 |
17 |
-6% |
|
MATHIS (3) |
13 |
13 |
- |
15 |
14 |
+7% |
|
J.BROWN(17) |
11 |
11 |
- |
12 |
12 |
- |
|
DIV CT. (7) |
8 |
8 |
- |
8 |
8 |
- |
|
PEOPLE’S (8) |
6 |
9 |
-33% |
7 |
10 |
-30% |
*Markets that have aired the program in the same
time period over the past year. MILLS
LANE did not meet the minimum 3 occurrence cut.
Of
the magazines, INSIDE EDITION (5/12) and E.T. (4/9) are among the top 10
players in key women with the latter posting time period increases across the
board from Feb ’00 in its limited five occurrence sample. In the game show category, HOLLYWOOD SQUARES
(4/12) is the ranking winner yet drops off 1 to 2 shares in key women from year
ago time period. Following closely
behind is FAMILY FEUD (3/7) follows closely behind and then TO TELL THE TRUTH
(2/5), both of which turn in a fairly even performance versus year ago time
period.
AFFILIATE/ACCESS
Some
things just never change and like the energizer bunny, WHEEL (11/19), JEOPARDY
(11/18) and INSIDE EDITION (8/13) continue as the 1-2-3 punch in access
HH’s. Among key women, INSIDE ranks 3rd
while WHEEL and JEOPARDY tie for 4th in W25-54 and tie for 5th
in W18-49.
Below
is a chart illustrating the returning games’ own Feb ‘01 to Feb ‘00 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 |
|
|
|
FEB ‘01 |
FEB ‘00 |
%Chg |
FEB ‘01 |
FEB ’00 |
%Chg |
|
WHEEL (97) |
13 |
14 |
-7% |
10 |
11 |
-9% |
|
JEOP (60) |
13 |
15 |
-13% |
11 |
13 |
-15% |
|
SQUARES (42) |
7 |
8 |
-12% |
6 |
6 |
- |
*Markets that have aired the program in the same time period over
the past year, minimum 3 occurrences.
Not
to be out-scooped, but overall, it was the magazines that had the better
stories to tell in access, maintaining an upswing which began in November due,
in part, to the expanded election coverage.
SURVIVOR and the like “fever” may have been the catalyst the magazines
needed this sweep to find some renewed vigor.
E.T. remains the mag of choice among key women, placing 2nd
in both W18-49 (14 share) and W25-54 (15 share), posting a 1 to 2 share point
increase over Feb ’00 time period and its own year ago performance. REAL TV, in a much more limited sample, attracts
more of the men, tying for 3rd in M18-49 (11 share) and placing 3rd
in M25-54 (12 share).
Looking
at the magazine chart below, all of the offerings experienced an uptick in
W25-54 versus their own Feb ’00 performances and were flat to up in M25-54. (The time period rankings can be found at
the back of this section.)
RETURNING MAGAZINE/OWN PERFORMANCE*
|
|
W25-54 |
W25-54 |
|
M25-54 |
M25-54 |
|
|
|
FEB ‘01 |
FEB ‘00 |
%Chg |
FEB ‘01 |
FEB ’00 |
%Chg |
|
E.T. (70) |
15 |
14 |
+7% |
11 |
10 |
+10% |
|
INSIDE (17) |
14 |
13 |
+8% |
10 |
10 |
- |
|
ACCESS (12) |
13 |
10 |
+30% |
9 |
7 |
+29% |
|
EXTRA (24) |
10 |
8 |
+25% |
7 |
7 |
- |
|
REAL TV (5) |
10 |
9 |
+11% |
12 |
10 |
+20% |
*Markets that have aired the program in the same time period over
the past year.
FRIENDS
(7/12) and SEINFELD (6/11) continue to reign supreme as the top two sitcoms,
and the top two programs overall, across key adults. Achieving an 18 share in W18-49 and a 16 share in W25-54, FRIENDS
is the #1 choice among key women and the #2 player in key men (14 share). SEINFELD is #1 among key men (15 share), but
only ties for 3rd among W18-49 (12 share) and for 6th
among W25-54 (12 share). FRASIER (6/10)
is the next highest-ranking sitcom across key women while DREW CAREY (4/7)
holds that distinction in M18-49. In
M25-54, DREW and FRASIER are in a tie.
Overall, the sitcoms are performing on a relatively even keel from Feb
’00 with freshman SPIN CITY posting the largest time period declines among key
women (–3 to -4 shares).
As
you can see from the chart on the following page, FRASIER experiences a 15-17%
(-2 shares) drop-off versus his own year ago performance while all of the other
returning sitcoms are flat to off by a share point.
RETURNING SITCOMS/OWN PERFORMANCE*
|
|
|
W18-49 Shr |
W25-54 Shr |
M18-49 Shr |
M25-54 Shr |
FRIENDS
|
Feb ‘01 |
18 |
16 |
14 |
14 |
|
(21 occ.) |
Feb ’00 |
17 |
15 |
15 |
13 |
|
|
% Change |
+6% |
+7% |
-7% |
+8% |
SEINFELD
|
Feb ‘01 |
12 |
12 |
15 |
15 |
|
(17 occ.) |
Feb ’00 |
12 |
12 |
15 |
15 |
|
|
% Change |
- |
- |
- |
- |
FRASIER
|
Feb ‘01 |
10 |
11 |
9 |
11 |
|
(18 occ.) |
Feb ’00 |
12 |
13 |
10 |
11 |
|
|
% Change |
-17% |
-15% |
-10% |
- |
DREW CAREY
|
Feb ‘01 |
9 |
9 |
11 |
10 |
|
(8 occ.) |
Feb ’00 |
10 |
9 |
10 |
10 |
|
|
% Change |
-10% |
- |
+10% |
- |
|
HOME IMP. |
Feb ‘01 |
8 |
9 |
7 |
8 |
|
(4 occ.) |
Feb ’00 |
8 |
9 |
7 |
9 |
|
|
% Change |
- |
- |
- |
-11% |
*Markets that have aired the program in the same time period over
the past year.
The
HUTS in the access daypart have remained flat versus Feb ’00 and every February
since 1997. The female PUTS (W18-49 and
W25-54) have dropped 3% since year ago while the M18-49 PUTS are down 10% and
the M25-54 PUTS remain flat.
AFFILIATE/LATE FRINGE
With
network fare the mainstay of traditional affiliate late fringe; the choices for
syndicated programming are much more limited than what can be found on
FOX/WB/UPN and Independent stations.
These programs generally air post network late night, lending to lower
ratings and higher shares in the daypart.
Late night HUTS and W25-54 PUTS remain flat from Feb ’00, while W18-49
PUTS are down 8% and M18-49 and M25-54 PUTS are down 10%.
So,
before we look at the syndication picture, let’s review what’s happening on the
network. As we can see from the chart
below, Leno wins the race by a considerable margin -- up over Letterman by 5 to
7 shares across HH’s and key adult demos.
|
|
HH RTG |
HH SHR |
W18-49 Shr |
W25-54 Shr |
M18-49 Shr |
M25-54 Shr |
|
LENO |
5 |
16 |
16 |
18 |
16 |
18 |
|
LETTERMAN |
4 |
10 |
10 |
11 |
11 |
12 |
|
Leno Adv. |
+25% |
+60% |
+60% |
+64% |
+45% |
+50% |
Looking
at the year to year performance of the earlier late night vehicles, THE TONIGHT
SHOW remains relatively consistent while Letterman’s LATE SHOW posts a 3 share
point decline among key women and a 2 share point drop among key men. Both NIGHTLINE and POLITICALLY INCORRECT
remain relatively stable across the board.
|
|
HH RTG |
HH SHR |
W18-49 Shr |
W25-54 Shr |
M18-49 Shr |
M25-54 Shr |
|
Feb ‘01 |
5 |
16 |
16 |
18 |
16 |
18 |
|
Feb ‘00 |
6 |
16 |
16 |
17 |
16 |
17 |
|
%Change |
-17% |
- |
- |
+6% |
- |
+6% |
|
Feb ‘01 |
4 |
10 |
10 |
11 |
11 |
12 |
|
Feb ‘00 |
4 |
12 |
13 |
14 |
13 |
14 |
|
%Change |
- |
-17% |
-23% |
-21% |
-15% |
-14% |
|
Feb ‘01 |
4 |
10 |
7 |
9 |
7 |
8 |
|
Feb ‘00 |
4 |
11 |
8 |
9 |
7 |
8 |
|
%Change |
- |
-9% |
-12% |
- |
- |
- |
|
Feb ‘01 |
2 |
9 |
8 |
9 |
8 |
9 |
|
Feb ‘00 |
2 |
9 |
8 |
8 |
7 |
8 |
|
%Change |
- |
- |
- |
+13% |
+14% |
+13% |
* Specific history.
|
|
HH RTG |
HH SHR |
W18-49 Shr |
W25-54 Shr |
M18-49 Shr |
M25-54 Shr |
|
CONAN |
2 |
10 |
14 |
13 |
19 |
19 |
|
CRAIG |
1 |
6 |
6 |
6 |
6 |
7 |
|
Conan Adv. |
+100% |
+67% |
+133% |
+117% |
+217% |
+171% |
|
Feb ‘01 |
2 |
10 |
14 |
13 |
19 |
18 |
|
Feb ‘00 |
2 |
10 |
13 |
12 |
20 |
14 |
|
%Change |
- |
- |
+8% |
+8% |
-5% |
+29% |
|
Feb ‘01 |
1 |
6 |
6 |
6 |
6 |
7 |
|
Feb ‘00 |
1 |
7 |
5 |
6 |
7 |
8 |
|
%Change |
- |
-14% |
+20% |
- |
-14% |
-12% |
* Specific history.
On the
syndication front, here is a listing of where the top 10 performers across key
adults stand.
|
W18-49 |
|
W25-54 |
|
M18-49 |
|
M25-54 |
|
|
FRASIER |
#1 |
FRASIER |
#1 |
SEINFELD |
#1 |
FRASIER |
#1 |
|
CHEERS |
#2 |
CHEERS |
#2 |
FRASIER |
#2 |
CHEERS |
#2 |
|
SPIN CITY |
#3 |
MAD ABT U |
#3T |
CHEERS |
#3 |
SEINFELD |
#3 |
|
DREW |
#4T |
E.T. |
#3T |
SPIN CITY |
#4T |
SPIN CITY |
#4T |
|
SEINFELD |
#4T |
SPIN CITY |
#5 |
DREW |
#4T |
DREW |
#4T |
|
MAD ABT U |
#6 |
DREW |
#6 |
REAL TV |
#6T |
REAL TV |
#6 |
|
EXTRA |
#7T |
SEINFELD |
#7 |
BLIND DATE |
#6T |
HOME IMP |
#7T |
|
BLIND DATE |
#7T |
INSIDE ED |
#8T |
HOME IMP |
#8 |
MAD ABT U |
#7T |
|
INSIDE ED |
#7T |
EXTRA |
#8T |
MAD ABT U |
#9T |
JOE BROWN |
#9T |
|
E.T. |
#10T |
ARR & TRIAL |
#8T |
ARR & TRIAL |
#9T |
BLIND DATE |
#9T |
|
REAL TV |
#10T |
REAL TV |
#8T |
|
|
|
|
|
ST. SMARTS |
#10T |
ST. SMARTS |
#8T |
|
|
|
|