KTVG PROGRAMMING RESEARCH
AFFILIATE SUMMARY - May 2001
The following summaries are based on the overall
average of the top 100 markets in the May ’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 daytime landscape has seen better days, whatever positive stories there are
to tell come from the veteran programs.
The freshmen entries may have tried stirring the pot, but have failed to
bring it to a boil. What is sizzling
this season is the entertainment oriented 14-year-old LIVE WITH REGIS and now
KELLY [Ripa], which has not only scored #1 in HH’s (5/18), but has pushed ROSIE
out of the #1 spot in W18-49 and W25-54.
Achieving a 23 share in W18-49 and a 24 share in W25-54, LIVE is up
20-28% (+4 to +5 shares) from year ago time period and up 14-26% (+3 to +5
shares) versus REGIS & KATHIE LEE’s performance in May ’00. Not only has Regis finally won his Emmy, but
LIVE, post Kathie Lee, has shown a definite improvement, building on each major
sweep since Nov ’00 in the markets that have continued to air the program in
the same time period. In W18-49, LIVE
went from a 16 share in Nov ’00 to a 21 in Feb ’01 to a 24 in May ’01. In W25-54, the shares increased from an 18
to a 22 to a 24. With Kelly as Reg’s
new co-host, the younger W18-34 numbers are following suit, starting with a 13
share in Nov ’00, a 19 share in Feb ’01 and a 23 share in May ’01. ROSIE O’ DONNELL (3/14) checks in this
survey as the #2 player in HH’s, and delivering a pair of 21 shares, is also #2
among her key female peers. ROSIE,
while slightly off her own year ago performance, is up 1 to 2 shares versus May
’00 time period. MAURY (3/13), JERRY
SPRINGER (3/11) and MONTEL (3/10) round out the top 5 among key women, #3, #4
and #5, respectively. Of the three
male-hosted talk shows, MONTEL has posted the largest time period gains from
May ’00, up 18-27% (+2 to +3 shares), while JERRY has exhibited the largest
drop-off. In a more limited daytime
sample, JERRY was down from a 21 share in W18-49 to a 16 and from a 17 share in
W25-54 to a 14. Even versus his own
year ago performance, JERRY has dropped 4 to 6 shares in key women. Turning to the female issue-oriented
talkers, while MARTHA STEWART’s (3/9) performance is simmering versus May ’01,
JENNY JONES (2/9) and SALLY JESSY (2/8) continue to experience fairly
significant declines.
Take
a look below at the chart reviewing these returning talkers and their own May
’01 versus May ‘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 |
|
|
|
MAY ‘01 |
MAY ‘00 |
%Chg |
MAY ‘01 |
MAY ‘00 |
%Chg |
|
REG/KEL (85) |
24 |
19 |
+26% |
24 |
21 |
+14% |
|
ROSIE (7) |
23 |
24 |
-4% |
23 |
25 |
-8% |
|
MAURY (15) |
20 |
22 |
-9% |
18 |
20 |
-10% |
|
JERRY (6) |
16 |
22 |
-27% |
14 |
18 |
-22% |
|
MONTEL (13) |
16 |
15 |
+7% |
15 |
15 |
- |
|
JENNY (7) |
13 |
19 |
-32% |
11 |
17 |
-35% |
|
SALLY (21) |
11 |
16 |
-31% |
10 |
14 |
-29% |
|
MARTHA (38) |
9 |
9 |
- |
11 |
11 |
- |
With almost as many court offerings as talk shows competing for
the same daytime audience, the judges' rulings have been less than sound. Overall, the genre has been flat to down
versus May ’00 time period while the returning court shows have remained fairly
consistent with their own year ago performances. JUDGE JUDY (3/11) continues to lead the HH pack. The women jurists seem to have what it takes
to attract their female viewing audience, keeping JUDY, PEOPLE’S COURT (2/9)
[with newcomer Marilyn Milian donning the robes] and JUDGE HATCHETT (2/7) the
top 3 on the bench in W18-49 and among the top 5 in W25-54. Of the more seasoned court shows (and the
ones returning next season), PEOPLE’S COURT has garnered the most substantial
time period gains, up 43-50% (+3 shares) in key women from May ’00. DIVORCE COURT (1/6), on the other hand, in
its sophomore year, has posted the most significant declines, down 50% (-5
shares) from year ago time period. The
only court vehicles to make a top 10 appearance in key women are JUDGE JUDY,
PEOPLE’S COURT and JUDGE MATHIS (2/9) and only in the W25-54 demo. On the freshman docket, POWER OF ATTORNEY
(2/6) made the least appealing judgements, down 50% in key women from year ago
time period (from a pair of 12 shares to a pair of 6’s). POWER also experienced a drop-off (25% or –2
shares) among key women in the 12 markets where the lawyer-driven show has
remained in the same time period since Nov ’00. Look below at how the returning court shows are faring versus
their own May ’01 and May ‘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 |
|
|
|
MAY ‘01 |
MAY ‘00 |
%Chg |
MAY ‘01 |
MAY ‘00 |
%Chg |
|
JUDY (3) |
14 |
13 |
+8% |
16 |
17 |
-6% |
|
PEOPLE’S (10) |
10 |
9 |
+11% |
11 |
10 |
+10% |
|
J.BROWN(14) |
8 |
9 |
-11% |
10 |
11 |
-9% |
|
MATHIS (4) |
7 |
8 |
-12% |
10 |
10 |
- |
*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.
Though not
always in direct competition for time period clearances, the network programs
are still a key part of the daytime landscape.
If compared with the syndicated product, THE PRICE IS RIGHT (4/18) would
tie with REGIS for the #1 spot in HH’s.
Though all three network programs (charted below) would achieve a top 5
showing on the syndicated ranking, The VIEW (3/12) would come out ahead of
PRICE and TODAY 2, placing 3rd in W25-54 and tying for 4th
in W18-49 with JERRY.
NETWORK DAYTIME
|
|
W18-49 Shr |
W18-49 Shr |
|
W25-54 Shr |
W25-54 Shr |
|
|
|
MAY ‘01 |
MAY ‘00 |
%Chg |
MAY ‘01 |
MAY ‘00 |
%Chg |
|
VIEW (88)* |
17 |
17 |
- |
18 |
18 |
- |
|
PRICE (99)* |
14 |
14 |
- |
15 |
15 |
- |
|
TODAY2(100) |
13 |
11 |
+18% |
14 |
12 |
+17% |
*Markets that have aired the program in the same
time period over the past year.
AFFILIATE/EARLY FRINGE
Once
again, there is not much to get excited about. Overall, the majority of
programs are flat to down versus year ago time period. To leave things on as positive a note as we
can, at least most of the declines lean toward the minimal side. Those programs posting the more considerable
time period drop-offs include SALLY JESSY (2/8), ACCESS HOLLYWOOD (2/6) and
POWER OF ATTORNEY (2/6). The more
moderate, but nonetheless declines, include JUDGE JOE BROWN (4/11), EXTRA
(3/9), JUDGE HATCHETT (2/7) and PEOPLE’S COURT (2/6). Of the freshman offerings, all continue to deliver only single
digit shares and fall toward the bottom of the rankings in HH’s and across key
demos. The HUTS and PUTS for W &
M25-54 for early fringe remain consistent versus May ’00 while W18-49 PUTS are
down 5% and M18-49 PUTS are down 8%. (Refer to the daypart trend charts at the
back of the program rankings.)
What
is the commonality between the top 3 HH performers? It is the same syndicator, of course. JEOPARDY (6/17), OPRAH (6/16) and HOLLYWOOD SQUARES (4/12) fit
the bill, adding in JERRY SPRINGER (4/12) just to spice things up. Although this is true in HH’s, the same does
not apply to key women. It is OPRAH and
JERRY, at two opposite ends of the spectrum, who rate among key women 18-49 and
25-54. SPRINGER continues to be the #1
choice among whatever key men are available in the daypart. Posting a 24 share in W18-49 and a 27 share
in W25-54, on average, OPRAH’s reign remains singular and beyond reproach, up
over her closest competitor by 26% (+5 shares) and by 50% (+9 shares),
respectively. MAURY (3/11), MONTEL (4/11)
and ROSIE (3/9) complete the top five among key women with RICKI (3/9) thrown
into the mix in W18-49 as the #4 talker.
As mentioned earlier, SALLY, delivering only single digit shares in key
women and ranking 15th and 17th in W18-49 and W25-54,
respectively, posts the most substantial declines among the talk show
offerings, down 4 to 5 shares from May ’00 time period and her own year ago
performance.
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 |
|
|
|
MAY ‘01 |
MAY ’00 |
%Chg |
MAY ‘01 |
MAY ‘00 |
%Chg |
|
OPRAH (93) |
24 |
25 |
-4% |
27 |
27 |
- |
|
JERRY (8) |
19 |
19 |
- |
18 |
18 |
- |
|
MAURY (18) |
18 |
19 |
-5% |
16 |
17 |
-6% |
|
RICKI (5) |
17 |
18 |
-6% |
13 |
13 |
- |
|
ROSIE (57) |
16 |
19 |
-16% |
16 |
19 |
-16% |
|
MONTEL (40) |
15 |
16 |
-6% |
15 |
16 |
-6% |
|
JENNY (3) |
13 |
14 |
-7% |
10 |
12 |
-17% |
|
SALLY (14) |
11 |
16 |
-31% |
11 |
16 |
-31% |
|
MARTHA (3) |
11 |
9 |
+22% |
12 |
11 |
+9% |
*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 where JUDGE
JUDY (4/11) and JOE BROWN lead in HH’s.
While there are no real growth stories, these shows, along with JUDGE
MATHIS (3/9) and DIVORCE COURT (2/9), all tie for 9th in
W18-49. In W25-54, JUDY and JOE make
the top 10 cut while the other two court programs tie for 14th
place. Take a look at how the returning
court shows are faring versus their own May ’01 and May ‘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 |
|
|
|
MAY ‘01 |
MAY ‘00 |
%Chg |
MAY ‘01 |
MAY ‘00 |
%Chg |
|
JUDY (46) |
14 |
16 |
-12% |
16 |
16 |
- |
|
J.BROWN(19) |
11 |
12 |
-8% |
13 |
14 |
-7% |
|
MATHIS (3) |
9 |
12 |
-25% |
9 |
12 |
-25% |
|
DIV CT. (7) |
6 |
5 |
+20% |
6 |
6 |
- |
|
PEOPLE’S (7) |
5 |
5 |
- |
6 |
6 |
- |
*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.
On
the game front, JEOPARDY pulls its weight in this daypart as well, turning in a
top 10 performance across key adults.
The same holds true for HOLLYWOOD SQUARES with the exception of M18-49
where the show ranks 11th.
In the magazine category, EXTRA reports the top score in W18-49 (#9T, 10
share) while INSIDE EDITION out-scoops the others in W25-54 (#10T, 11 share),
M18-49 (#7T, 9 share) and M25-54 (#9T, 10 share).
AFFILIATE/ACCESS
In
what should be a very high profile daypart, share deliveries continue to be
middle-of-the-road at best. Aside from
FRIENDS’ 18 share in W18-49 and 16 share in W25-54 and E.T.’s 15 share in
W25-54, the rest of the syndicated fare is posting key adult shares of 13 and
under. While the landscape remains
fairly stable with no large share declines versus May ’00, there are no huge
increases either and what few there are, are only minimal. With that said, stating once again, like the
energizer bunny, WHEEL (10/18) and JEOPARDY (9/17) keep on ticking, winning the
#1 and #2 HH slots for yet another sweep.
Versus their closest HH competitors -- E.T. (6/12) and FRIENDS (6/12) --
these two perennial game shows stand 67% and 50% higher in rating and 50% and
42% higher in share, respectively. Even
being driven by older skewing demos, WHEEL and JEOPARDY place a not-to-shabby 3rd
among key women 18-49 and 25-54 and earn competitive shares in key men.
Below
is a chart illustrating the returning games’ own May ‘00 to May ‘01 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 |
|
|
|
MAY ‘01 |
MAY ‘00 |
%Chg |
MAY ‘01 |
MAY ’00 |
%Chg |
|
WHEEL (94) |
13 |
13 |
- |
10 |
10 |
- |
|
JEOP (60) |
13 |
14 |
-7% |
11 |
12 |
-8% |
|
SQUARES (44) |
7 |
8 |
-12% |
5 |
6 |
-17% |
*Markets that have aired the program in the same time period over
the past year, minimum 3 occurrences.
Turning
to the magazines, E.T. remains the 1st choice mag of the key female
viewers and is 2nd among key men.
REAL TV, in a very limited sample, grabs the key men, ranking #1 among
the magazines and #3 versus all syndicated programming in access. Overall, without the help of elections or
SURVIVOR, the magazines were flat to up one share in W18-49 and flat to up 2
shares in W25-54 versus May ’00 time period and their own year ago
performances. (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 |
|
|
|
MAY ‘01 |
MAY ‘00 |
%Chg |
MAY ‘01 |
MAY ’00 |
%Chg |
|
E.T. (69) |
15 |
14 |
+7% |
9 |
9 |
- |
|
INSIDE (17) |
13 |
13 |
- |
9 |
10 |
-10% |
|
ACCESS (12) |
11 |
11 |
- |
8 |
8 |
- |
|
EXTRA (23) |
10 |
9 |
+11% |
7 |
7 |
- |
|
REAL TV (5) |
9 |
8 |
+13% |
13 |
9 |
+44% |
*Markets that have aired the program in the same time period over
the past year.
Sitcoms
are in the male majority when it comes to access viewing. While there are only one to two sitcoms
ranked in the top 5 for key women, there are three to four in key men. FRIENDS continues to reign supreme as the
top sitcom, and the top program overall, across key adults. SEINFELD (5/10) ties for 1st
among key men (13 share), but only ties for 5th in W18-49 and 8th
in W25-54 with a pair of 10 shares.
SEINFELD’s slight drop-off in share levels may be due, in part, to its second
cycle status that involved the program switching stations in some markets. FRASIER (5/10) is the next highest-ranking
sitcom across key women while DREW CAREY (3/7) holds that distinction in
M18-49. In M25-54, DREW and FRASIER are
in a tie. While posting the largest
time period declines among key women in Feb ’01, freshman SPIN CITY did not
have enough occurrences in access to make it to the ranking in May ’01. Below is a table charting the key sitcoms’
own May ’00 to May ‘01 performances.
RETURNING SITCOMS/OWN PERFORMANCE*
|
|
|
W18-49 Shr |
W25-54 Shr |
M18-49 Shr |
M25-54 Shr |
FRIENDS
|
MAY ‘01 |
17 |
16 |
13 |
13 |
|
(20 occ.) |
MAY ’00 |
18 |
15 |
14 |
13 |
|
|
% Change |
-6% |
+7% |
-7% |
- |
SEINFELD
|
MAY ‘01 |
10 |
10 |
14 |
14 |
|
(12 occ.) |
MAY ’00 |
11 |
11 |
15 |
15 |
|
|
% Change |
-9% |
-9% |
-7% |
-7% |
FRASIER
|
MAY ‘01 |
10 |
12 |
9 |
10 |
|
(17 occ.) |
MAY ’00 |
12 |
13 |
9 |
10 |
|
|
% Change |
-17% |
-8% |
- |
- |
DREW CAREY
|
MAY ‘01 |
9 |
8 |
10 |
10 |
|
(8 occ.) |
MAY ’00 |
10 |
10 |
9 |
10 |
|
|
% Change |
-10% |
-20% |
+11% |
- |
*Markets that have aired the program in the same time period over
the past year. HOME IMPROVEMENT did not
make the minimum 3
occurrence cut.
The
HUTS for the access daypart have dipped 2% from May ’00. The key female PUT levels (W18-49 and
W25-54) have dropped 3% versus year ago, the M18-49 PUTS are down 4% and the
M25-54 PUTS have dropped 7%.
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 HUT and PUT levels remain consistent with May ’00 with the
exception of M18-49 where they are down 7%.
So,
before we look at the syndication picture, let’s review what’s happening on the
network. The Leno/Letterman battle
continues to be won by NBC, with the TONIGHT SHOW up over LETTERMAN by a
substantial margin across HH’s and key adult demos. Take a look below.
|
|
HH RTG |
HH SHR |
W18-49 Shr |
W25-54 Shr |
M18-49 Shr |
M25-54 Shr |
|
LENO |
5 |
15 |
15 |
17 |
15 |
16 |
|
LETTERMAN |
3 |
10 |
10 |
11 |
10 |
11 |
|
Leno Adv. |
+67% |
+50% |
+50% |
+55% |
+50% |
+45% |
After
reviewing the year to year performance of the earlier late night vehicles, they
all remain relatively stable across the board.
|
|
HH RTG |
HH SHR |
W18-49 Shr |
W25-54 Shr |
M18-49 Shr |
M25-54 Shr |
|
MAY ‘01 |
5 |
15 |
15 |
17 |
15 |
16 |
|
MAY ‘00 |
5 |
15 |
15 |
17 |
15 |
16 |
|
%Change |
- |
- |
- |
- |
- |
- |
|
MAY ‘01 |
3 |
10 |
10 |
11 |
10 |
11 |
|
MAY ‘00 |
3 |
10 |
10 |
11 |
11 |
11 |
|
%Change |
- |
- |
- |
- |
-9% |
- |
|
MAY ‘01 |
4 |
10 |
8 |
9 |
7 |
8 |
|
MAY ‘00 |
4 |
11 |
8 |
10 |
7 |
8 |
|
%Change |
- |
-9% |
- |
-10% |
- |
- |
|
MAY ‘01 |
2 |
9 |
8 |
9 |
7 |
9 |
|
MAY ‘00 |
3 |
9 |
8 |
9 |
8 |
9 |
|
%Change |
-33% |
- |
- |
- |
-12% |
- |
* Specific history.
|
|
HH RTG |
HH SHR |
W18-49 Shr |
W25-54 Shr |
M18-49 Shr |
M25-54 Shr |
|
CONAN |
2 |
10 |
12 |
12 |
16 |
16 |
|
CRAIG |
1 |
6 |
5 |
6 |
6 |
7 |
|
Conan Adv. |
+100% |
+67% |
+140% |
+100% |
+167% |
+129% |
|
MAY ‘01 |
2 |
10 |
12 |
12 |
16 |
15 |
|
MAY ‘00 |
2 |
10 |
12 |
12 |
18 |
15 |
|
%Change |
- |
- |
- |
- |
-11% |
- |
|
MAY ‘01 |
1 |
6 |
6 |
6 |
6 |
7 |
|
MAY ‘00 |
1 |
6 |
5 |
5 |
6 |
6 |
|
%Change |
- |
- |
+20% |
+20% |
- |
+17% |
* Specific history.
On the
syndication front, the top performers across key adults are generally in the
sitcom category, in this case FRASIER (5/19), SEINFELD (5/13), DREW CAREY
(3/12) and CHEERS (3/10). Below is a
listing of where the top 10 performers across key adults stand. Keep in mind that many of these programs,
with the exception of those listed above, reside in extremely late time
periods.
|
W18-49 |
|
W25-54 |
|
M18-49 |
|
M25-54 |
|
|
FRASIER |
#1 |
FRASIER |
#1 |
FRASIER |
#1 |
FRASIER |
#1 |
|
CHEERS |
#2 |
CHEERS |
#2T |
SEINFELD |
#2 |
SEINFELD |
#2 |
|
SEINFELD |
#3T |
SEINFELD |
#2T |
CHEERS |
#3 |
CHEERS |
#3T |
|
MAD ABT U |
#3T |
MAD ABT U |
#4T |
ARR & TRIAL |
#4 |
DREW CAREY |
#3T |
|
DREW |
#5 |
INSIDE ED |
#4T |
DREW CAREY |
#5T |
ARR & TRIAL |
#5 |
|
INSIDE ED |
#6T |
JOE BROWN |
#4T |
BLIND DATE |
#5T |
MAD ABT U |
#6T |
|
JOE BROWN |
#6T |
DREW CAREY |
#4T |
SPIN CITY |
#7T |
INSIDE ED |
#6T |
|
ARR & TRIAL |
#6T |
ET |
#8T |
MAD ABT U |
#7T |
SPIN CITY |
#8T |
|
SPIN CITY |
#9T |
ARR & TRIAL |
#8T |
REAL TV |
#9T |
BLIND DATE |
#8T |
|
EXTRA |
#9T |
EXTRA |
#10T |
INSIDE ED |
#9T |
NAT’L ENQ |
#10T |
|
BLIND DATE |
#9T |
SPIN CITY |
#10T |
NAT’L ENQ |
#9T |
REAL TV |
#10T |
|
ACCESS H. |
#9T |
|
|
|
|
|
|