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 in at least 5 markets. Aside from the daypart program rankings
at the end of this write-up, be sure to take a look at the five-year daypart
average trends that
not only include the key demos, but HUT and PUT levels as well.
Not only is Regis considered a
primetime network “savior” (or so he likes to think), but he is the man who is
giving daytime syndication a run for its money. While the last few seasons have been filled with lackluster performances
by new shows trying to make a dent in the ever shrinking broadcast share pie,
REGIS perseveres. Now called LIVE WITH
REGIS & KELLY, this new pairing of personalities is #1 in HH’s (3/12),
W25-54 (15 share) and ties for #1 with MAURY (2/9) in W18-49 (14 share). Albeit minimal, LIVE is the only talk show,
aside from MONTEL (2/6), which has achieved any time period growth from May ’00
-- up 17% (+2 shares) in W18-49 and up 7% (+1 share) in W25-54. While LIVE did experience a 4 to 5 share
point decline from May ’00 to Nov ’00 (where he had a co-host revolving door),
the show has made substantial gains from Nov ’00 to Feb ’01 and though not as
large, up-ticks from Feb ’01 to May ’01.
With Kelly coming on board, LIVE has also increased its “younger” demo
set, boosting the W18-34 shares by 140% (from a 5 to a 12) from Nov ’00 and
versus May ’00, the share levels increased from a 10 to a 12. Even in teens, LIVE delivered a 9 share this
sweep, up 29% (+2 shares) from May ’00 and up 350% (+7 shares) from Nov
‘00. The #2 talker, MAURY, remains
relatively stable versus May ’00 time period, but posts an average 4 share
point decline among key women in the twenty-one markets that have kept him in
the same time slot as last May. MAURY
is another example of how, over the years, a show can achieve a solid and
competitive share performance. Of the
other top performers, JERRY SPRINGER (2/8) ties for #3 in HH’s with JUDGE JOE
BROWN (2/8) and ranks 3rd in key women. While turning in a consistent time period performance, JERRY is
down versus his own May ’00 performance by 20% (-3 shares) in W18-49 and by 15%
(-2 shares) in W25-54.
SALLY JESSY
(2/7), though still a top 5 contender in HH’s and W25-54 (8 share) and ranked
#6 in W18-49 (9 share) continues to experience the largest time period fall-off
of all the veteran talkers from May ‘00.
As you can see from the chart below, SALLY joins MAURY and JERRY in the
loss column, posting 3 to 4 share point declines versus her own year ago
performance. RICKI (1/6) turned in a
competitive book, ranking among the top 10 in HH’s and placing 4th
in both W18-49 (10 share) and W25-54 (8 share), remaining flat versus May ’00
time period and her own year ago performance. The following chart outlines the
share deliveries of the returning talkers’ in markets where they have aired in
the same time period as last May. (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 |
|
MAURY (21) |
17 |
21 |
-19% |
14 |
18 |
-22% |
|
REGIS (7) |
14 |
12 |
+17% |
15 |
14 |
+7% |
|
RICKI (32) |
13 |
13 |
- |
10 |
10 |
- |
|
JERRY (31) |
12 |
15 |
-20% |
11 |
13 |
-15% |
|
JENNY (29) |
11 |
12 |
-8% |
6 |
9 |
-33% |
|
LATIFAH (19) |
9 |
11 |
-18% |
8 |
9 |
-11% |
|
SALLY (29) |
9 |
13 |
-31% |
8 |
11 |
-27% |
|
MONTEL (10) |
9 |
8 |
+13% |
7 |
7 |
- |
|
MARTHA (5) |
6 |
5 |
+20% |
7 |
6 |
+17% |
*Markets that have aired the program in the same
time period over the past year, minimum 3 occurrences. ROSIE did not meet the minimum 3 occurrence
cut.
Turning to
the courtroom and following the same evidence that was presented in Feb ’01,
JUDGE JOE BROWN (2/8) and DIVORCE COURT (2/7) continued to have the strongest
cases in May ’01. Tying for 10th
place in W18-49 and 4th place in W25-54, both delivered an 8
share. Versus their own year ago
performances, JOE BROWN (the older of the two shows), exhibited a larger
decrease, down 33% (-3 shares) among key women. PEOPLE’S COURT (2/6), ranking 3rd among all the court
shows in key women, held its own this survey, tying overall for 8th
place in W25-54 and 15th place in W18-49. These court vehicles seem to have put in a better showing this
sweep when replacing other programming, but tended to fall off farther when
they remained in the same time period from year to year. Freshmen series POWER OF ATTORNEY (1/6) and
JUDGE HATCHETT (1/5) tied for 17th in W18-49 (5 share), but the
lawyer-based POWER scores a higher rank (11th) in W25-54. Versus May ’00 time period, HATCHETT posted
29% (-2 shares) declines in key women while POWER was down 44% (-4 shares) in
W18-49 and 25% (-2 shares) in W25-54.
Take a look at the chart below, which illustrates the returning court
shows’ own year to year 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 |
|
DIV CT (19) |
9 |
10 |
-10% |
9 |
11 |
-18% |
|
PEOPLE’S (27) |
8 |
9 |
-11% |
9 |
10 |
-10% |
|
JOE (14) |
6 |
9 |
-33% |
6 |
9 |
-33% |
|
MATHIS (24) |
6 |
9 |
-33% |
6 |
10 |
-40% |
|
MILLS (25) |
4 |
4 |
- |
5 |
5 |
- |
*Markets that have aired the program in the same
time period over the past year. JUDGE
JUDY did not meet the 3 occurrence minimum.
Switching
gears, the 15th HH ranked 7TH HEAVEN (1/5) continues to
turn in a more than competitive performance in key women -- up 125% (from a 4
to a 9 share) in W18-49 (#6T) and up 133% (from a 3 to a 7 share) in W25-54
(#8). In the game/relationship genre,
BLIND DATE (1/5) comes out ahead, especially in the W18-49 demo where it
delivers a 9 share and ties for 6th place.
As it was in
Feb ’01, FRIENDS (4/9) and JUDGE JUDY (4/10) are the top two double-digit key
women share earners in early fringe.
While JUDGE JUDY takes a slim first place lead in HH’s, the FRIENDS
gather together to earn first place honors in key women achieving an 18 share
in W18-49 and a 14 share in W25-54.
JUDY ties for 2nd with SALLY (3/8) in W18-49 (12 share) and
is #2 in W25-54 (13 share). In the talk
category, all of the gabbers stand among the top 10 performers in key
women. RICKI (2/5), though lower on the
totem pole in HH’s, ranks 4th in W18-49 (11 share) and 7th
in W25-54 (8 share) and achieves consistent share levels versus May ’00 time
period and her own year ago performance.
SALLY, in a very limited sample, takes the biggest hits. OPRAH, while not meeting the minimum
occurrence cut for the early fringe ranking, does show up on three
non-traditional affiliated stations (KHON/F/4PM/Honolulu, WALA/F/4PM/Mobile and
KTVK/I/3PM/Phoenix) and what a pleasure it is to see a show in the plus
column. Take a look at how these
talkers fared versus their own year to year performances. (The time period ranking 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 |
|
OPRAH (3) |
28 |
25 |
+12% |
30 |
28 |
+7% |
|
SALLY (4) |
12 |
17 |
-29% |
12 |
17 |
-29% |
|
JENNY (7) |
11 |
14 |
-21% |
8 |
10 |
-20% |
|
RICKI (21) |
11 |
11 |
- |
8 |
8 |
- |
|
JERRY (9) |
10 |
11 |
-9% |
9 |
10 |
-10% |
|
MONTEL (5) |
10 |
10 |
- |
9 |
11 |
-18% |
*Markets that have aired the program in the same
time period over the past year. ROSIE,
MAURY and MARTHA did not meet the minimum 3 occurrence cut.
In the
judicial arena, aside from JUDY, DIVORCE COURT (3/8) is the most popular court show
among key women, ranking 4th in W25-54 (11 share) and tying for 5th
in W18-49 (10 share). Of the freshman
bunch, none have made much of an imprint in the daypart. JUDGE HATCHETT (2/4) and POWER OF ATTORNEY
(1/4), both rookies to the television courtroom and both renewed for next
season, post comparable low single digit shares. Of the two, HATCHETT is more on target with her year ago time
period shares while POWER has dropped considerably, 62% (from an 8 to a 3
share) in W18-49 and 50% (from an 8 to a 4 share) in W25-54. The chart below outlines the returning courts shows’ May ’00 versus May ’01
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 (39) |
13 |
13 |
- |
13 |
14 |
-7% |
|
DIV CT (10) |
9 |
9 |
- |
10 |
9 |
+11% |
|
JOE (19) |
7 |
8 |
-12% |
8 |
8 |
- |
|
PEOPLE’S (7) |
7 |
6 |
+17% |
7 |
7 |
- |
|
MATHIS (5) |
5 |
5 |
- |
6 |
5 |
+20% |
*Markets that have aired the program in the same
time period over the past year. MILLS
LANE did not meet the 3 occurrence minimum.
On to the
funnier side of early fringe, none of the sitcoms with any substantial number
of clearances in the daypart, with the exception of FRIENDS, has turned in any
time period improvements. FRIENDS is the premier performer among key women,
upping May ’00 time period by 20-27% (+3 shares) and its own year ago
performance by 21-30% (+3 shares). In
the teen and kid category, FRIENDS is the #2 player (tied with SABRINA),
delivering a 23 share and a 12 share, respectively. The only other comedy to achieve a top 10 showing in HH’s and a
top 5 performance in key women is FRASIER (3/6). Of the new crop, SABRINA (2/5), MOESHA (2/5) and JAMIE FOXX (2/4)
rank higher among key women. The
following chart takes a look at some of the key returning sitcoms in markets
where they have aired in the same time slot in both May ’00 and May ’01.
|
|
|
W18-49 Shr |
W25-54 Shr |
Teens Shr |
Kids Shr |
|
FRIENDS |
MAY ‘01 |
17 |
13 |
22 |
9 |
|
(9 occ.) |
MAY ‘00 |
14 |
10 |
17 |
8 |
|
|
% Change |
+21% |
+30% |
+29% |
+13% |
Simpsons
|
MAY ‘01 |
12 |
7 |
33 |
17 |
|
(71 occurrences) |
MAY ‘00 |
12 |
8 |
34 |
19 |
|
|
% Change |
- |
-12% |
-3% |
-11% |
|
Frasier |
MAY ‘01 |
10 |
10 |
7 |
3 |
|
(12 occ.) |
MAY ‘00 |
11 |
10 |
12 |
5 |
|
|
% Change |
-9% |
- |
-42% |
-40% |
|
Home Imp. |
MAY ‘01 |
9 |
7 |
16 |
7 |
|
(17 occ.) |
MAY ‘00 |
11 |
9 |
21 |
12 |
|
|
% Change |
-18% |
-22% |
-24% |
-42% |
|
DREW CAREY |
MAY ‘01 |
7 |
6 |
10 |
4 |
|
(15 occ.) |
MAY ‘00 |
10 |
9 |
11 |
5 |
|
|
% Change |
-30% |
-33% |
-9% |
-20% |
|
3RD ROCK |
MAY ‘01 |
6 |
5 |
14 |
4 |
|
(21 occ.) |
MAY ‘00 |
9 |
8 |
14 |
8 |
|
|
% Change |
-33% |
-37% |
- |
-50% |
|
|
|
|
|
|
|
*Markets that have aired the program in the same
time period over the past year.
SEINFELD did not meet the 3 occurrence minimum.
In the
off-network hour category, freshman 7TH HEAVEN continues to receive
a push from above, not only ranking 11th in W18-49, 14th
in W25-54, 4th in teens and 6th in kids, but posting
increases from May ’00 time period across all key demo categories.
Unfortunately,
there are really no new stories to tell since Feb ’01. Most of the key sitcoms that fill up access
time periods continue to be flat to up or down a share point or two from year
ago across key adults. The strongest
performers are made up of the usual top selections with slight variations in
their respective male, female, teen and kid standings. To break it down, FRIENDS is #1 in key
women, achieving a 15 share in W18-49 and a 12 share in W25-54, though in men,
the comedy ranks 3rd behind THE SIMPSONS and SEINFELD. SEINFELD ties for 2nd in key
women with THE SIMPSONS in W18-49 and with FRASIER in W25-54. Note that “the show about nothing’s” share
delivery is 33% (-5 shares) lower than that of its closest FRIENDS competitor
in W18-49. SEINFELD now shares the #2
slot with those pesky SIMPSONS in M25-54 (13 share) and pulls in at #2 (14
share) in M18-49. THE SIMPSONS carry
not only M18-49 (17 share), but ride high above the share levels of the
competing syndicated fare in teens (31 share) and kids (16 share) as well. Posting a pair of 9 shares in key women,
FRASIER is 4th in W18-49, experiencing an 18% (-2 shares) decline
from May ’00 time period. In key men,
the finicky and fastidious FRASIER ties for 6th with SPIN CITY in
M18-49 and for 5th with HOME IMPROVEMENT in M25-54, dropping 4 share
points in both key demos along the way (from a pair of 12 shares to a pair of
8’s). DREW CAREY scores in the top 5
with key adults, its stronger delivery among the male faction. Of the new to syndication sitcoms, MOESHA
(3/5) and JAMIE FOXX (3/5) incur a top 10 showing in key women, out-ranking
SPIN CITY which is down 2 to 3 shares from year ago time period. Just the opposite is true with men where
SPIN CITY is the ranking victor of the three freshmen comedies, flat in M18-49,
but down 29% (-2 shares) in M25-54. The
following diagram charts some of the key returning comedies versus their own
year ago performances. (The time period
performance chart can be found at the end of this section.)
|
|
|
W18-49 Shr |
W25-54 Shr |
M18-49 Shr |
M25-54 Shr |
Teens Shr |
Kids Shr |
|
Friends |
MAY ‘01 |
16 |
12 |
12 |
9 |
21 |
7 |
|
(65 occ.) |
MAY ‘00 |
17 |
13 |
14 |
11 |
21 |
9 |
|
|
% Change |
-6% |
-8% |
-14% |
-18% |
- |
-22% |
|
|
|
|
|
|
|
|
|
|
Seinfeld |
MAY ‘01 |
12 |
10 |
16 |
14 |
14 |
5 |
|
(35 occ.) |
MAY ‘00 |
13 |
11 |
17 |
15 |
14 |
5 |
|
|
% Change |
-8% |
-9% |
-6% |
-7% |
- |
- |
|
|
|
|
|
|
|
|
|
|
Simpsons |
MAY ‘01 |
10 |
7 |
17 |
13 |
31 |
16 |
|
(22 occ.) |
MAY ‘00 |
10 |
7 |
15 |
12 |
28 |
16 |
|
|
% Change |
- |
- |
+13% |
+8% |
+11% |
- |
|
FRASIER |
MAY ‘01 |
10 |
10 |
8 |
8 |
8 |
3 |
|
(18 occ.) |
MAY ‘00 |
9 |
10 |
10 |
9 |
8 |
5 |
|
|
% Change |
+11% |
- |
-20% |
-11% |
- |
-40% |
|
DREW CAREY |
MAY ‘01 |
8 |
7 |
10 |
9 |
15 |
7 |
|
(48 occ.) |
MAY ‘00 |
9 |
8 |
11 |
9 |
15 |
7 |
|
|
% Change |
-11% |
-12% |
-9% |
- |
- |
- |
|
HOME IMP. |
MAY ‘01 |
8 |
7 |
9 |
9 |
14 |
7 |
|
(6 occ.) |
MAY ‘00 |
9 |
8 |
9 |
10 |
11 |
7 |
|
|
% Change |
-11% |
-12% |
- |
-10% |
+27% |
- |
|
3RD ROCK |
MAY ‘01 |
7 |
7 |
8 |
7 |
9 |
4 |
|
(9 occ.) |
MAY ‘00 |
7 |
7 |
8 |
8 |
7 |
4 |
|
|
% Change |
- |
- |
- |
-12% |
+29% |
- |
*Markets that have aired the program in the same
time period over the past year.
As an
alternative to the plethora of sitcoms, JUDGE JUDY (4/7) continues to work
overtime, putting in a top 5 appearance in HH’s and key women and remaining
flat versus May ’00 time period. In key
men, JUDY delivers a top 10 performance where her judgements are down 29% (-2
shares). JUDGE JOE BROWN (3/5), in a
more limited showing, only experiences a top 10 win in W25-54, down 1 to 2
shares across key adults from year ago time period.
According to
the late fringe ranking, the top 10 program draws, separated by specific demo,
are reflected in the following chart. (Keep in mind that some of these programs
not only air post midnight, skewing the share delivery to the higher side, but
also have a more limited sample.)
|
W18-49 |
|
W25-54 |
|
M18-49 |
|
M25-54 |
|
|
GRACE-FIRE |
#1 |
GRACE-FIRE |
#1 |
HOME IMP |
#1 |
HOME IMP |
#1 |
|
FRIENDS |
#2 |
FRASIER |
#2 |
SIMPSONS |
#2 |
SEINFELD |
#2T |
|
FRASIER |
#3 |
FRIENDS |
#3 |
ST: VOYAGER |
#3T |
ST: VOYAGER |
#2T |
|
MARTIN |
#4T |
JDG MATHIS |
#4T |
ANDY GRIF |
#3T |
FRASIER |
#4T |
|
THE NANNY |
#4T |
MASH |
#4T |
SEINFELD |
#3T |
GRACE-FIRE |
#4T |
|
3RD ROCK |
#6T |
3RD ROCK |
#6T |
3RD ROCK |
#6T |
MASH |
#4T |
|
JDG MATHIS |
#6T |
MAD ABT U |
#6T |
FRASIER |
#6T |
NAT’L ENQ |
#4T |
|
MAD ABT U |
#6T |
THE NANNY |
#6T |
MASH |
#6T |
3RD ROCK |
#8T |
|
JENNY JONES |
#9T |
ANDY GRIF |
#9T |
ST: TNG |
#6T |
SIMPSONS |
#8T |
|
SPRINGER |
#9T |
JEN JONES |
#9T |
FRIENDS |
#10T |
ANDY GRIF |
#10T |
|
LIVING SNGL |
#9T |
LIVING SNGL |
#9T |
LIVING SNGL |
#10T |
FRIENDS |
#10T |
|
MASH |
#9T |
MARTIN |
#9T |
MARTIN |
#10T |
LIVING SNGL |
#10T |
|
ROSEANNE |
#9T |
SEINFELD |
#9T |
NAT’L ENQ |
#10T |
ST: TNG |
#10T |
|
SUDD SUSAN |
#9T |
DREW CAREY |
#9T |
|
|
|
|
|
DREW CAREY |
#9T |
|
|
|
|
|
|
In reviewing
the youth-oriented relationship/game situation, BLIND DATE (2/5) is the top
scorer in the genre among key men (#16 in M18-49, #18 in M25-54) while it ties
with CHANGE OF HEART (1/5) and STREET SMARTS (1/5) in W25-54 (#29T). CHANGE OF HEART (1/5) is the top performer
in W18-49 (#20T) and 2nd in key men. HEART exhibits the largest overall time period declines of the three
offerings, down 3 shares in key women and down 2 shares in key men from May ’00
time period. Take a look below at the
year to year performances of both BLIND DATE and CHANGE OF HEART. On the next page are charts reflective of
the markets where BLIND DATE and CHANGE OF HEART replaced each other in the
time period.
BLIND DATE* (14 occurrences)
|
|
W18-49 Shr |
W25-54 Shr |
M18-49 Shr |
M25-54 Shr |
MAY’01
|
6 |
4 |
7 |
6 |
|
MAY’00 |
6 |
5 |
6 |
5 |
|
%
Difference |
- |
-20% |
+17% |
+20% |
*Markets that have aired the program in the same
time period over the past year.
CHANGE OF HEART* (27 occurrences)
|
|
W18-49 Shr |
W25-54 Shr |
M18-49 Shr |
M25-54 Shr |
MAY’01
|
9 |
7 |
6 |
5 |
|
MAY’00 |
10 |
8 |
6 |
5 |
|
%
Difference |
-10% |
-12% |
- |
- |
*Markets that have aired the program in the same
time period over the past year.
BLIND DATE Replaces CHANGE OF HEART (8 occurrences)
|
|
W18-49 Shr |
W25-54 Shr |
M18-49 Shr |
M25-54 Shr |
MAY’01 BLIND DATE
|
5 |
5 |
5 |
5 |
|
MAY’00 CHNG-HEART |
6 |
5 |
8 |
4 |
|
%
Difference |
-17% |
- |
-37% |
+25% |
CHANGE OF HEART Replaces BLIND DATE (5 occurrences)
|
|
W18-49 Shr |
W25-54 Shr |
M18-49 Shr |
M25-54 Shr |
MAY’01 CHNG-HEART
|
6 |
5 |
3 |
2 |
|
MAY’00 BLIND DATE |
5 |
4 |
3 |
3 |
|
%
Difference |
+20% |
+25% |
- |
-33% |