The overnights for the first two days of the new line-up of daytime talks shows has come in. And now via TV Media Insights, while the first two days may not spell the actual path these shows will take and if they will succeed or fail, there are a few pieces of information and good data to glean from it!
So here we go: “Using the two key benchmarks – lead-in and year-ago time period average – Katie Couric from Disney-ABC remains the top-rated and Steve Harvey continues to impress. Ricki Lake from Twentieth Television perked up among women 25-54, but Jeff Probst from CBS Television Distribution nosedived from its already lackluster opening levels. Based on the weighted household averages from Nielsen (primary telecasts only), Katie averaged a 2.3 rating/7 share in the overnights on Tuesday (in 52 markets), which dipped by 18 percent from the 2.8/ 8 for its debut on Monday. The lead-in was a 2.4/ 8 and the year-ago time period average was identical at a 2.3/ 7 (and Katie outdelivered No. 2 Steve Harvey by 64 percent). But results among women 25-54 (1.0/ 6) did, however, dip by 23 percent from both benchmarks.
Steve Harvey remains right on par with its week one performance, with the 1.4/ 4 in households yesterday (based on 55 markets) up by 27 percent from the lead-in (1.1/ 4) and 40 percent from the year-ago time period average (1.0/ 3). Results among women 25-54 (0.9/ 3) also increased by double-digit percentages from the two benchmarks, and Harvey outdelivered Katie in women 25-54 in five of the top 10 markets (including a 1.1/ 7 in New York vs. a 0.8/ 5 for Katie). Get used to Steve Harvey — he is here to stay.
Ricki Lake (in 54 markets), which was still not available in about 40 percent of homes in the New York DMA because of a retrans dispute between Cablevision and Tribune, dropped from a 0.8/ 2 (and not a 0.6/ 2 as reported yesterday) to a 0.7/ 2 out of a 1.0/ 3. The year-ago time period was a 1.1/ 3. So there is erosion aplenty. But results among women 25-54 grew from a 0.4/ 2 to a 0.5/ 3, which was equal to both the lead-in and year-ago time period averages.
Last, and very least, was Jeff Probst which dropped 30 percent in households from a 1.0/ 3 on Monday to a 0.7/ 2 on Tuesday (in 51 markets). Comparably, that was off by 42 percent from the lead-in (1.2/ 4) and 36 percent from the Sept. 2011 time period (1.1/ 3), with erosion among women 25-54 at a significant 43 percent (0.7/ 4 to 0.4/ 2).”
We will bring you the two day totals for General Hospital later today, which moved in to its new timeslot with an impressive 2.5/8 in households on Monday. So have you checked out any of the daytime talkers and compared them? Let us know!