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Numbers Grow for ‘Good Day’

Apr 14, 2003  •  Post A Comment

Patience may indeed be a virtue when it comes to Twentieth Television’s fledgling syndicated strip Good Day Live.
The series was launched nationally last January and currently holds a 0.9 household rating. But the truer test could come from the initial stations where the series was tested as part of a slow rollout. Of the 11 markets that have had Good Day Live in the same time period for at least three major sweeps, eight have shown growth, one is even and the remaining two are off a share point. For two-sweeps-book markets, half are showing signs of growth, while the remainder are holding even.
The rollout strategy may be a case of two steps forward, one step back, according to one analyst not associated with Twentieth. The initial launch has typically proved soft, but research indicates that momentum builds with each sweep. However, when new markets were added, the overall average once again dipped as rookie viewers decided whether to embrace the strip.
Overall, Good Day Live had a strong February 2003 sweeps, all things considered. In same time/same station occurrences for its five original markets (Los Angeles, Atlanta, Phoenix, St. Louis and Austin, Texas), according to Nielsen Media Research, the series is up 26 percent in households vs. February 2002, and up 17 percent in share. Among women 18 to 34, GDL has grown 42 percent in rating and 50 percent in share. The numbers get better as the age skews older. Among women 18 to 49 the series jumped 70 percent in rating and 57 percent in share. Finally, among women 25 to 54, the series has risen 89 percent in rating and 43 percent in share.
February also marked the first time that Good Day Live grew over its lead-in within those five markets.
Whether newer markets will continue to wait for dividends remains the key question. Given the instant-gratification demands placed on many programming heads, a slow start after two books could be damaging. Good Day Live failed to maintain its lead-ins in newer markets, falling 33 percent in share among women 25 to 54 and 50 percent in share among women 25 to 54 in new time period occurrences compared with February 2002.
Bob Cook, president of Twentieth Television, believes good things will come to those who wait. “February’s key female demos are in the 2.0-3.0 range in many of our key metered markets, which is clearly good news for both stations and advertisers,” Mr. Cook said.