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Daytime Talk with Marc Berman; The Chew and The Revolution lose more steam
Topic Started: Mar 29 2012, 05:58 PM (1,046 Views)
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Daytime Talk

by marcberman on March 29, 2012

Both The Chew and The Revolution on ABC Lose More Steam

The situation has worsened for recent ABC daytime entries The Chew and The Revolution. Based on the Live Plus Same Day ratings from Nielsen for the week of March 19, The Chew dipped to 2.04 million viewers, which trailed year-ago occupant All My Children by 230,000 viewers (or 14 percent). Key female demo erosion for the week was as high as 25 percent among women 18-49 and women 25-54. The Revolution, meanwhile, sunk to another series low…1.32 million viewers. And that was off from former mainstay One Life to Life by 1.19 million viewers (or 47 percent) and as high as 60 percent among women 18-34.

Word of caution to ABC: Do not make the same mistake with General Hospital.

Here is The Chew and The Revolution versus All My Children and One Life to Live:

All My Children – Week of 3/21/11
Viewers: 2.37 million, Women 25-54: 1.1 rating/ 7 share, Women 18-49: 0.8/ 5, Women 18-34: 0.4/ 3

The Chew – Week of 3/19/12
Viewers: 2.04 million, Women 25-54: 0.9/ 6, Women 18-49: 0.6/ 4, Women 18-34: 0.3/ 2

Percent Change – The Chew vs. All My Children
Viewers: -14, Women 25-54: -18, Women 18-49: -25, Women 18-34: -25


One Life to Live – Week of 3/21/11
Viewers: 2.51 million, Women 25-54: 1.3/ 8, Women 18-49: 0.9/ 6, Women 18-34: 0.5/ 4

The Revolution – Week of 3/19/12
Viewers: 1.32 million, Women 25-54: 0.7/ 4, Women 18-49: 0.5/ 3, Women 18-34: 0.2/ 2

Percent Change – The Revolution vs. One Life to Live
Viewers: -47, Women 25-54: -46, Women 18-49: -44, Women 18-34: -60

The View on ABC topped the quartet of daytime talkers, of course, with a diluted 2.63 million viewers, while The Talk on CBS was on par from one year earlier with 1.96 million viewers, a 0.9 rating/6 share in women 25-54, and a 0.7/ 5 in women 18-49.

Source: Nielsen Media Research data

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Buh-Bye Tan of Our Lives

Well good to know that the rest of daytime ALSO dropped HUGE this week....at least it wasn't just the soaps.
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I expected The View to drop. They weren't new episodes, just reruns. The same goes for this week. Reruns Only.
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$$$$ are more important than ratings in 2012. The Chew and The Revolution cost only a fraction of full-cast daytime dramas. Even if ratings are slashed in half, the costs are likely slashed by as much as 80%.
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