Dayparts update
'As the World Turns' turning on a kiss
By Toni Fitzgerald
Apr 24, 2008 - 1:05:09 AM

CBS’s 52-year-old “As the World Turns” has seen its median age fall the most for any daytime program this year, down 4 percent from 57.7 years old to 55.6.

It’s also one of just two programs to see ratings grow among the key daytime demographics of women 18-49 and women 25-54, up 9 percent in both to an average 868,000 and 979,000 viewers, respectively.

Fellow CBS daytime show “The Bold and the Beautiful” is the only other soap to rise in those demos this year, according to Nielsen data through the end of March, the most recent numbers available, and it is up a mere 1 and 2 percent.

Why the growth for “Turns” at a time when other soaps are struggling to simply maintain their audience?

Probably the same reason many shows see their viewership bump: controversy.

“Turns” has been embroiled in a controversy over its gay teenage couple, Luke and Noah, but not for the reason one might think. Fans have protested the lack of lip-locking between the two, with their most recent kiss coming last summer.

When Nuke, as viewers refer to the pair, failed to kiss during a Valentine’s Day episode, a campaign aimed at CBS and sponsor Procter & Gamble was launched urging them to let the two show affection like any other couple on the program.

They still haven’t kissed, but the new attention to the show seemed to attract viewers. During first quarter, when the campaign started, women 18-49 and 25-54 averages were up 13 and 12 percent over the year-earlier period, bettering the show’s season-to-date averages by some 40,000 and 20,000 viewers.

That also explains the dip in median age. With young-skewing sites like AfterElton.com, a gay blog, giving “Turns” regular attention, that has drawn in new, younger viewers to the program. During first quarter, men over 18 viewership was up 2 percent, from 694,000 to 709,000, one of only two shows to rise in the demo.

There are other things also giving the show a boost. One may be the CBS online reality show “InTurn,” in which actors compete for a spot on “Turns.” It’s now entering its third season.

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Meanwhile, in other dayparts for the week ended April 13, CBS once again had the largest full daytime audience, averaging 3.7 million viewers, and was tied for first among women 18-49 with a 1.4 rating. ABC had the second-largest audience, averaging 2.9 million viewers, and was tied for first among women 18-49 with a 1.4 rating. NBC had a full daytime audience of 2.65 million and was third among women 18-49 with a 1.3 rating.

NBC’s “Meet the Press” was first once again among the Sunday morning shows in total viewers with 4.02 million tuning in and among viewers 25-54 with a 1.1 rating. ABC’s “This Week with George Stephanopoulos” was second in viewers with 2.61 million and tied for second among 25-54s with a 0.7, with CBS’s “Face the Nation” pulling 2.36 million viewers and a 0.7 among 25-54s. “Fox News Sunday” averaged 1.32 million viewers and a 0.6 rating among 25-54s.
 
In late night, NBC’s “Tonight Show with Jay Leno” was first for the week, averaging 5 million total viewers and a 1.5 rating among adults 18-49. ABC’s “Nightline” had 3.5 million viewers and a 1.0 rating in the demo, with CBS’s “The Late Show with David Letterman” bringing in 3.1 million viewers and a 1.1 18-49 rating. In late-late night, NBC’s “Late Night with Conan O’Brien” had 1.9 million total viewers and a 0.8 in 18-49s, with ABC’s “Jimmy Kimmel Live” at 1.8 million viewers and a 0.6, CBS’s “The Late Late Show with Craig Ferguson” at 1.5 million viewers and a 0.5, and NBC’s “Last Call with Carson Daly” bringing in 1.1 million viewers and a 0.5 among 18-49s.
 
In morning shows, NBC’s “Today” was first with 5.6 million total viewers and a 4.3 household rating and 15 share, followed by ABC’s “Good Morning America” with 4.6 million viewers and a 3.6/13. CBS’s “Early Show” was third with 2.9 million total viewers and a 2.2/8.
 
In evening network news for the week ended April 20, NBC’s “Nightly News with Brian Williams” was first among total viewers, averaging 8.17 million, and it was also first among 25-54s with a 1.9 average rating. ABC’s “World News with Charles Gibson” was second in viewers, averaging 7.51 million, and among 25-54s with a 1.8 rating, while CBS’s “Evening News with Katie Couric” was third for the week with 5.39 million total viewers and a 1.4 25-54 rating.