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Syndication Ratings: Female viewers not fickle

Apr 9, 2001  •  Post A Comment

Another week of March Madness on CBS continued its run on household ratings for syndication’s access shows, according to Nielsen Media Research, for the week ending March 25.
The tournament caused more disruptions and pulled away male audiences. But for the female demos, the top 10 shows for the week sounded suspiciously similar to year-ago ratings. For new series seeing their freshman year coming to a close, programs on the bubble did little to aid their efforts for a sophomore bow in either households or among women 18 to 49.
Freshmen “Power of Attorney” from Twentieth Television and Columbia TriStar Television Distribution’s “Judge Hatchett” are already booked for another year and have the ratings to back it up. “Power” made it 30 straight weeks as the top rookie first-run strip, unchanged week to week with a 2.3 household rating.
“Hatchett” was up 5 percent for the period at a 2.1. Among women 18 to 49, “Power” was tied for first in the rookie race at a 1.1, matched by Studios USA Domestic Television’s “Arrest & Trial” and Telepictures Distribution’s game show “Street Smarts” (both of which pinned a 1.8 rating in households). “Hatchett” finished a notch below in the demo at a 1.1.
Next in line were Pearson Television’s “To Tell the Truth” and King World Productions’ “Curtis Court” with a household number of a 1.6 and a 0.8 in women 18 to 49.
Among veterans, the top 10 shows in the female 18 to 49 demo a year ago also appeared at the top in 2001.
“Friends” and “Oprah” hold the No. 1 and No. 2 spots in women 18 to 49 year to year but fall slightly in rating with scores of 4.6 and 3.6, respectively. During the same period in 2000, the two shows earned a 4.9 and 4.1.
Paramount Domestic Television’s “Entertainment Tonight” was the lone show in the demo to earn a higher rating compared with the same week in 2000, rising to third place with a 3.5 rating (vs. a 3.3 in 2000). In households, the newsmagazine was down 3 percent, with a 5.7 rating, compared with the previous week.
Two off-network shows that landed in third and fourth place among women 18 to 49 last year, “Frasier” and “Seinfeld,” both took hits this season, falling to fifth and seventh place with demo ratings of 3.3 and 2.8, respectively.The only other talk show to make the cut in the demo was Studios USA’s “Jerry Springer,” which earned a 10th-place finish in both years but fell from a 2.6 rating to a 2.2.