‘Mike and Juliet’ Starts Slow With Viewers

Jan 23, 2007  •  Post A Comment

Twentieth Television’s new Monday-through-Friday program, “The Morning Show With Mike and Juliet,” scored a 1.6 average rating and a 5 share in its debut Monday on the 25 Fox-owned stations, marking a sluggish start for the rookie series.

Those scores were 20 percent lower compared with ratings for the time period averages a year ago, showing particular erosion in New York and Los Angeles, according to Nielsen Media Research. The series showed some strength in Middle America and scored improvements in a number of markets including Kansas City and Birmingham.

In New York, where “Mike and Juliet” aired on WNYW-TV, the show’s debut earned the station a 0.9/3 score, down 18 percent from the January 2006 time period average of 1.1/4, when secondary runs of “The Tyra Banks Show” had been airing. The new series managed to show a 50 percent improvement over its lead in, “Good Day New York,” which earned a 0.6/3.

“Mike and Juliet” also replaced “Tyra Banks” repeats in Los Angeles and earned a 1.2/5 on KTTV-TV, off 14 percent from “Tyra’s” average a year ago. The new program held even with its “Good Day LA” lead-in.

Despite dips in the country’s top two markets, a number of cities away from the coasts found improved ratings with “Mike and Juliet.” The series’s best numbers came from Birmingham, where it earned a 5.5/13 at 9 a.m. and outperformed by 4 percent the January 2006 time-period average once produced by “Live with Regis and Kelly.” In Kansas City, “Mike and Juliet” pulled a 4.7/14 to mark improvements of 18 percent in rating and up 2 share points over previous occupant “Montel Williams.” The series also showed some positive momentum in Minneapolis, Cleveland and St. Louis.

The vast majority of “Mike and Juliet’s” time periods across the country begin at 9 a.m. In three of the 25 markets where the show is broadcast, it runs at 10 a.m. The rookie series most often takes over for secondary runs of “The Tyra Banks Show” on the Fox station group, replacing the airing 10 times.

(Editor: Baumann)