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More Daylight Means Lower Viewership in Syndication

Mar 25, 2009  •  Post A Comment

CBS Television Distribution’s “Dr. Phil” was the only show to post a week-to-week original syndication rating increase during the first complete week of the March sweep period, ending March 15.
“Phil” gained 6% to a 3.8 household rating, the show’s second-highest rating of the season.
A majority of programs in syndication saw a dropoff or stagnation during the week, due in part to the start of Daylight-Saving Time on March 8. Persons using television declined by 109,000 from the previous week.
Complicating the matter further, the normally-in-February sweeps period was moved to March to avoide the original digital transition deadline of Feb. 17.
Sweeps help affiliates set local advertising rates, and due to the lower PUT levels after Daylight-Saving Time, it makes any year-to-year comparisons difficult.
Aside from “Phil,” the only other movers in the talk show genre were Disney-ABC Domestic Television’s “Live With Regis and Kelly” (2.6 household rating, down 7%), Warner Bros. Domestic Television Distribution’s “The Ellen DeGeneres Show” (2.2, off 8%) and NBC Universal Television Distribution’s “The Martha Stewart Show” (0.7, off 13%).
In the first-year syndication realm, CBS’ “The Doctors” fell by 5% to a 1.9, while NBC Universal’s “Deal or No Deal” dipped by 6% to a 1.7. The rest of the pack was flat.
Among court shows, CBS’ “Judge Judy” dropped 2% to a 4.5 and “Judge Joe Brown” slipped by 5% to a 2.1. Warner Bros.’ “People’s Court” declined by 5% to a 1.9, while “Judge Mathis” hit a season-low 1.5, off 6%.
The rest of the field held steady from last week, except for Sony Pictures Television’s “Judge David Young,” which fell 13% to a 0.7.
The entire pack of game shows, dropped with the largest fall coming from Disney-ABC’s “Who Wants to Be a Millionaire,” off 11% to a 2.4, tying its season low.
For entertainment newsmagazines, CBS’ “Entertainment Tonight” (off 7% to a 4.2), “Inside Edition” (off 3% to a 3.0) and “The Insider” (off 5% to a 1.9) saw the only movement in the genre.

One Comment

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