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Demo Erosion for ABC’s The Chew

Demo Erosion for ABC’s The Chew

October 5, 2011 by Marc Berman in Highlights with 39 Comments

Last week we focused on the metered market household ratings, and addressed how new ABC daytime talker The Chew could not hold the lead-in and year-ago time period averages.  Nor could it maintain former overnight time period levels for All My Children.  Looking at the demographics for The Chew, today we focused on the target women 18-49 and 25-54 audience based on the 24 Local People Meter markets from Nielsen Media Research.

Six telecasts to-date (Monday, Sept. 26 through Monday, Oct. 3), The Chew is averaging a 0.9 rating/6 share among women 18-49 out of a 0.8/ 6 for the lead-in (which is a combination of first-run syndicated programming, mainly Who Wants to Be a Millionaire, and local news).  The year-ago (Oct. 2010) time period average for All My Children was a 1.1/ 7.  That is a loss of 18 percent in rating, with a flat performance from the lead-in.  Among women 25-54, The Chew is averaging a 1.1 rating/7 share out of a 1.2/ 8 for the lead-in average.  All My Children in Oct. 2010 averaged a 1.5/ 9 in the demo.  Comparably, The Chew among women 25-54 is down by eight percent from the lead-in and a hefty 27 percent from All My Children one year earlier.

Later this week will be a total viewer update for The Chew.

Marc Berman
by Marc Berman

Marc Berman is the Editor in Chief for TV Media Insights, the online destination for television and media. Berman has appeared on camera for Extra, Entertainment Tonight, Access Hollywood, The CBS Evening News, CNN, and more; and his 2014 desk calendar, “Today in TV History,” is presently available.

Author’s Website

  • http://www.tvmediainsights.com/members/edgeandjay/ EdgeandJay

    To be fair, All My Children’s ratings weren’t great. I can understand the cancellation, but ABC should have come up with a better program than another cooking show.

  • Luv_Bytes

    To be fair? What do you call fair here? That we got a president in to represent daytime television who was secretly in the closet with an agenda so big that it destroyed hundreds and thousands of lives across the board. A daytime president that still has no respect for the daytime fans. So excuse me if I along with thousands do not understand the cancellation.

  • imasoapfan

    ABC should have given All My Children 5% of the promotion it gave The Chew. Even in the final weeks, ABC did not advertise the returns of David Canary, Julia Barr, Sarah Michelle Gellar, Eva LaRue, and many other popular former cast members, nor did ABC advertise the series finale. All My Children wasn’t promoted for years, which sadly can affect the ratings.

    Marc, do the ratings for All My Children include the nightly and weekend re-broadcasts on SOAPnet along with the first broadcast on ABC, or just do the ratings count the viewers of ABC’s initial broadcast alone? Many viewers watched All My Children on SOAPnet in the evenings or on the weekends. I’ve always been curious how those views are accounted for in the ratings.

  • Jason

    Looks like that program will be heading off to the chopping table real soon.

  • http://www.tvmediainsights.com/members/lisaasmith/ LisaASmith

    all I can say is nah nah nah nah nah nah, told you so, lol

  • Pingback: Chew Watch: A Look at Talk Shows Performance in Women 18-49 | Soap Opera Network

  • Sharron

    I still say ABC made a terrible decision to cancel our beloved soap AMC. And that horrible and disgusting cooking show should be removed from the air immediately……..it’s so bad, it doesn’t deserve air time. Daytime TV is going down the tubes. Removing a lot of the soaps that have been on for decades and viewed in homes all over the world is a bad decision and warrants immediate review. So many people are “up in arms” about what’s going on. Can’t ABC see what a travisty this is. We might as well not turn our TVs on until the evening news and watch nighttime viewing only. I hope ABC’s viewer ratings go waaayy down during the daytime. How stupid is this that ABC had to screw with something so good that was successful for decades and downgrade their network to this kind of trash……..shame on you ABC!!!!

  • Rebelle

    The ratings were down because frons fired the good writers to sabotage the show with his buddy who had no experience.

  • http://www.tvmediainsights.com/members/percysowner/ percysowner

    Couldn’t happen to a nicer network. I hope the two new talk shows TANK.

  • Dori

    AMC’s 18-49 demos this year have been anywhere from .7 to .9. I don’t know why demos are being compared to a year ago. I hate the Chew but how is that a fair barometer when AMC has continually eroded viewers for years.

  • avellina

    this shows what happens when television executives (brian frons, anne sweeney, bob iger) act on the belief they can ” train (the viewers) like dogs” to watch anything they put out!

  • Pingback: Chew Watch: A Look at Talk Shows Performance in Women 18-49 | Errol Lewis

  • Pavarti31

    I believe Frons and Sweeney deliberately tanked AMC with their choice of writers. Two sets of whom already had soap cancellations under their belts, and one writer who decided the gay population and women in general were stupid and not deserving of respect. He and his arrogant programming decisions are getting what they deserve.

  • Chris

    We tried to tell them….

  • Carrie

    The sad thing is that this show is so ‘”cheap” compared to All My Children. So as bad as it is doing – they will keep it on the air. They should have offered Susan Lucci a talk show…

    • http://www.bing.com/ Loryn

      Thanks for writnig such an easy-to-understand article on this topic.

  • Julie

    @EdgeandJay, All My Children’s ratings were not great, but DOUBLE what that drivel is getting in same time slot. This was supposed to be the savior show and all it did was make the viewers mad and watch even less. Let’s remember, it was 41 years before AMC saw those kinds of ratings, not 6 days. Good for them! ABC, its holdings and Executives deserve all they get and I hope their demise is a painful one.

  • Icedteadee

    I have not & will not watch The Chew. I am recording the Old/Classic episodes of All My Children at 3 AM (Eastern) on SoapNet. ABC does not run any commercials letting anyone know these shows are on. They also run Old/Classic episodes of One Life To Live (4 AM ET) & General Hospital (5 AM ET), yet refuse to advertise them. However, during these older episodes, they continue to run their assinine Chew commercials & also have Chew pop-ups at the bottom of the screen. They continue to add fuel to the fire of all the enraged fans who will never support any programs replacing AMC, OLTL or GH! To be fair … replacing The Chew with old episodes of AMC would be a big ratings boost for Disney/ABC!

    • http://www.google.com/ Roseanna

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  • http://laurelsplutoblog.blogspot.com Laurel Kornfeld

    In addition to being a jerk, Brian Frons is also a misogynist. Several years ago, he had the unbelievable nerve to say OLTL actress Kathy Brier (ex-Marcy) was “not pretty.” Brier not only is a terrific actress and amazing singer, she also is living proof that curvy women are and can be beautiful. As a curvy actress myself, I view Brier as a role model. Frons was rightfully inundated with angry emails over this remark. He should have been fired for it; maybe then, our soaps would still be online instead of this “Spew” drivel that won’t last six months.

    • http://www.yahoo.com/ Gertrude

      Calling all cars, cllaing all cars, we’re ready to make a deal.

  • NG

    The Chew is way to hard to swallow. I won’t be coming back for seconds

    • http://www.bing.com/ Bubba

      Wham bam thank you, ma’am, my questions are asnweerd!

  • WLM

    ABC made the dumbest decision ever by canceling AMC & OLTL with more talk shows. Hate them will not watch or record them! The Chew contant commericals is enough to make you spew! Boring, dumb & not worth the use of my electricity to watch.

    • http://www.google.com/ Missi

      Well I guess I don’t have to spend the weekned figuring this one out!

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      You got to push it-this eensstial info that is!

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