Regis & Kelly Tribute: ‘Live’ Viewers Among Daytime TV’s Most Loyal

Jan 23, 2006  •  Post A Comment

When it comes to viewer loyalty and commitment, “Live With Regis and Kelly” is one of the elite daytime talk shows.

Data from Nielsen Media Research for November 2005 shows that among the key daytime category of women 25 to 54, 87.9 percent of “The Oprah Winfrey Show’s” audience are high-duration viewers (meaning they watch 25 minutes or more of any given episode), while 86.2 percent of “Live’s” audience is high-duration, followed by “Dr. Phil” (84.6 percent) and “The Ellen DeGeneres Show” (84.0 percent).

When high duration and high frequency (10 or more shows watched during any given month) are considered simultaneously, “Live” viewers register at a healthy 45 percent.

“This is why advertisers adore this property,” said Lloyd Komesar, executive VP of strategic research for Buena Vista Television, the distributor of “Live.” “These are significant commitments.”

For the 2005-06 season to date, “Live” is flat among women 25 to 54 and averaging 4.39 million total viewers, up 80,000 compared with the same weeks in the 2004-05 season.

Mr. Komesar is quick to heap praise on the stations that carry “Live” for their consistent promotional support and noted that the show, once freighted with the perception that it was so very New York in the most parochial sense, now transcends region and market size.

In November, the national weighted average for “Live” was a 3.9 household rating. In New York, where there is a history of “Live’s” local share surpassing ABC’s prime-time share except on the network’s biggest nights, “Live” averaged a 4.8 household rating. That was behind Philadelphia and Houston (4.9 each), Boston (5.0), Atlanta (5.4) and Detroit, with a 6.2 household rating that Mr. Komesar calls “a beautiful thing.”

As for stability among women 25 to 54, Mr. Komesar said that while the competition for young viewers is “ravenous,” he thinks, “We’ve done a nice job of holding back the hands of time.”

It all adds up to what he described as “the show that represents the place to be in the morning.”