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Syndication Ratings: Kings of demos

Apr 23, 2001  •  Post A Comment

“Wheel of Fortune” and “Jeopardy!” may rule the roost in households and older demographics, but when it comes to audience compositions for men and women in the key 18 to 34 demographic, two former network series rule the roost.
Carsey-Werner Co.’s “Roseanne” and Columbia TriStar Television Distribution’s “NewsRadio” have taken the top spots for women and men, respectively, so far this season. While audience comps do not necessarily equal high ratings, they do determine characteristics of the bulk of the audience that is watching the show.
About a quarter of “Roseanne’s” audience is made up of women 18 to 34, according to Nielsen, earning first place in the most coveted demographic in syndication with a 24.5 score. Meanwhile, “NewsRadio” earns a 22.7 score for men in the same age bracket.
Overall, audience comp scores found that women 18 to 34 are most drawn to sitcoms, which occupy 11 of the top 20 spots for audience comps in the demo. Of the remainder of the shows, five are game shows, while three talk shows and one reality series flesh out the list.
Meanwhile, men ages 18 to 34 are spread across the board among the syndication genres. Seven spots in the top 20 went to sitcoms, four to game shows, three to sports entertainment, two to reality series, two to weekly children’s animation, one to an off-network drama and one to a variety show. There were no talk shows on the list for men 18 to 34. Only a handful of shows make the cut with both male and female viewers thus far this season: “NewsRadio,” both daily and weekend versions of Universal Television’s “Blind Date,” Warner Bros. Domestic Television Distribution’ off-network runs of “Friends,” off-cable airings of MTV’s “Real World 2” and the now-canceled Studios USA series “Lover or Loser.”
“Friends” ranks in the top five in women 18 to 34 but barely squeaks into the top 20 among men with scores of 22.0 and 14.8, respectively. The only other off-network series on both lists, “NewsRadio,” is on top with men 18 to 34 but falls to 12th place among women, with a 3.6 percent audience comp difference.
“Blind Date’s” Monday-through-Friday runs land in eighth place among women, with the demo making up 19.7 percent of the audiences. Among males, the strip is in the 10th spot with a 16.4, for a difference of 3.3 percent. “Blind Date Weekend” barely made the top 20 among women 18 to 34, yet it beat the daily version of the show with a seventh-place finish among men. But there was only a 0.1 percent audience comp difference between the two genders.
“Real World 2” ranks higher in men than women but has more viewers in the female demographic with a 1.2 percent audience comp difference.