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Viewing Single Post From: Ratings for the Week of June 25-29, 2012
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This is only the beginning. Right around the last week of June you usually see the numbers begin to tail off and then it's a rollercoaster of highs and lows until September when soaps begin to recover. The next 6-8 weeks should be very ugly for soaps but especially Days and GH, who rely very heavily on young viewers. I know B&B going "younger" has helped them but even B&B lost viewers as the week went on so those younger viewers began to tune out or switch to later DVR viewing as the week progressed, which is understandable given that is around when people begin to take off for summer vacations and everyone begins to be in summer mode. I think B&B will find itself experiencing the same issues the other soaps will this summer, even with the great year they've had. The audience just isn't there in summer.

What B&B has done this year does support what NBC wants Days to do though. B&B built around it's younger set and saw gains. Days did that in 2009 and had sustained gains too until they destroyed everything they built in 2010-2011. Days really needs to bring back some viable younger characters and keep on the most important vets and use them to support the young characters. It's the only direction in recent years that has seemed to work for soaps.
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Ratings for the Week of June 25-29, 2012 · General Daytime News