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| Dayparts update | |
all-time low for 'Oprah' Sinks to a 3.2 in households, worst in 23 years Jul 16, 2009
Ratings are a different matter. "Oprah" can do less well when fewer of those viewers tune in. And the show is doing less well these days, having just pulled its lowest ratings since its debut in 1986, averaging a 3.2 household rating for the week ended July 5. For sure it was an off week. There was the July 4 holiday weekend, when folks were outside, and it was also a week in which viewers were flocking to cable news for coverage of Michael Jackson's death. Further, there was Wimbledon tennis, which preempted "Oprah" in several markets. The show has also been in repeats. But while those factors may have hurt ratings, the show appears to be suffering from a touch of viewer malaise. Ratings have actually been sliding for months. The prior week, “Oprah” had a 3.6 rating, equaling its previous all-time low about a year earlier. For sure, "Oprah" is still hugely popular, as the top talk show in TV and the No. 7 show in syndication for the week. The question is whether this a temporary slump or the beginning of a longer slide downhill, with viewers finally tiring of her upbeat, can-do advice on everything from weight gain to dealing with wayward children and husbands with wandering eyes. It's simply too early to say. "Oprah" has seen dips in the past and bounced back after a bit of tinkering for the format. It's something all shows need, even "Oprah." But it could just as well be the summer or the weather or the economy, having nothing to do with the daytime show and its star. The key will be to see where ratings trend over the coming months. *** In dayparts for the week ended July 5, ABC’s “Nightline” led the week with 4.0 million total viewers, followed by CBS’s “The Late Show with David Letterman” with 3.6 million. In late late night, CBS’s “The Late Late Show with Craig Ferguson” averaged 1.6 million viewers and ABC’s “Jimmy Kimmel Live” brought in 1.4 million. Among 18-49s, “Nightline” averaged a 1.0 rating, followed by “Late Show” at 0.8. In late late night, “Kimmel” and “Late Late Show” each averaged a 0.4. (NBC’s shows week were re-titled due to delays for Wimbledon reports and thus are not included in weekly or season averages.) ABC’s “This Week with George Stephanopoulos” was the most-watched Sunday morning show on July 5 with 2.77 million tuning in, followed by CBS’s “Face the Nation” with 2.43 million viewers and Fox “News Sunday” with 1.17 million. Among the 25-54 demographic, ABC averaged a 0.8 rating, followed by CBS 0.7 and Fox at 0.3. NBC’s “Meet the Press” was preempted due to the network’s coverage of Wimbledon. In morning shows, NBC’s “Today” was first for the week with 5.1 million total viewers, followed by ABC’s “Good Morning America” with 3.9 million and CBS’s “Early Show” with 2.5 million. “Today” averaged a 3.9 household rating and a 15 share, followed by “Good Morning America” at 3.0/11 and “Early Show” at 1.9/7. In daytime, CBS was first with 3.59 million total viewers, ABC second with 2.71 million and NBC third with 2.53 million. Among women 18-49, NBC was first with a 1.2 rating, followed by ABC and CBS at 1.1. In evening network news for the week ended July 12, NBC’s “Nightly News with Brian Williams” was first with 7.84 million total viewers and a 1.9 rating among adults 25-54. ABC’s “World News with Charles Gibson” averaged 7.02 million viewers and a 1.6 rating, followed by CBS’s “Evening News with Katie Couric” with 5.29 million and a 1.3 rating.
SUNDAY MORNING SHOW RATINGS
Program
Network
Households
Rtg%
Shr
Adults 25-54
Total viewers (millions)
This Week With George Stephanopoulos
ABC
1.9
6
0.8
2.769
Face the Nation
CBS
1.7
5
0.7
2.428
News Sunday
Fox
0.8
3
0.3
1.169
Meet the Press*
NBC
-
-
-
-
*”Meet the Press” was preempted due to
Source: NTI
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