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‘Sharon’ Holds On to Solid Ratings

Oct 13, 2003  •  Post A Comment

Rookie strips continued to jockey for position in the household ratings race as they approached the end of September, but the key races may be in the demographics.
With all five new first-run strips now firmly entrenched in station schedules, tight races and interesting stories are popping up within some of daytime’s key demographics, namely women, according to Nielsen Media Research for the week ending Sept. 28.
Telepictures’ “The Sharon Osbourne Show” began its second week in national syndication by maintaining the previous week’s 1.5 household rating. It is pulling a 1.5 score among women 18 to 34, the show’s target audience.
In second place among households is Telepictures’ other rookie, “The Ellen DeGeneres Show,” which dipped 13 percent in its third outing to a 1.3 in households. Buena Vista’s “The Wayne Brady Show” was off 9 percent for the week to a 1.0. King World rookie “Living It Up! With Ali & Jack” fell 10 percent to a 0.9, tying NBC’s “Starting Over,” which held even for the week.
Among women 18 to 49, “Sharon” holds the edge with a 1.2 score, beating out “Ellen’s” 0.9 and “Starting Over’s” 0.8 demo rating. “Wayne Brady” earned a 0.5 in the category while “Living It Up!” took a 0.4. The picture shuffles slightly among women 18 to 34, where “Sharon’s” 1.5 takes first. Second place falls to the young-skewing “Starting Over” at a 1.0, with “Ellen” earning a 0.9, “Wayne” taking a 0.5” and “Living It Up!” scoring a 0.3 demo rating. Although women 18 to 34 isn’t necessarily the targeted demographic for many daytime shows, the group is becoming increasingly important to some distributors. In week two of the rookie off-net battle, Sony’s “King of Queens” commanded the lead, rising 8 percent over its premiere week to a 2.6 household rating. Paramount’s “Becker” held even at a 1.8. Sony’s off-cable run of “Ripley’s Believe It or Not” slipped 9 percent to a 1.0, tying Paramount’s “The Parkers,” which was up 11 percent.
Among the weekly freshmen, the debut of Warner’s “The West Wing” opened up with a 2.2 on stations covering 94 percent of the country. Twentieth’s “Angel” earned a 1.5 debut average in 91 percent of the country. The debut of Paramount’s “Unexplained Mysteries” scored a 1.3 rating in 94 percent of the nation.
The biggest story among veterans for the week was Buena Vista’s sophomore “Who Wants to Be a Millionaire,” which earned a 3.1 household rating. That represents a 35 percent jump in year-to-year growth for the game show and the biggest gain of any show in syndication.