TheWrap has a feature article out today that gives evidence that advertisers are not thrilled at all that Game Shows and other alternatives in programming are replacing daytime soap operas, saying: It’s advertisers, who prefer soaps to the game and talk shows that are replacing them. Though the alternatives are cheaper and easier for networks to produce, media buyers tell TheWrap that soaps are still one of the most cost-effective buys on broadcast television.
“They are even more efficient than much of daytime cable programming,” one ad buyer said. “I would be disappointed if all of the soap operas disappeared.” And media buyers aren’t enthralled with game shows as replacements. “If they are replacing a soap opera, a talk show like ‘The View’ or some other type of genre would be better than a game show,” one media buyer told TheWrap.
Another point was made that, losing viewers or not, from the advertisers’ point of view, the six soaps combined still reach 14.6 million viewers per day, and that’s a sizable number that they can still buy at reasonable rates. And “Young and the Restless” reaches 1.1 million women 18-49 each day, the largest number of women in that demo of any of the soaps.
” The loss of soap operas is just something we have to deal with,” one ad buyer told TheWrap. “There are still a lot of alternatives in daytime and there are a lot of places to reach women. We’ve come to terms with the realities of economics. We get it and we just have to plan around it.”