ABC’s The Chew Still Trails All My Children

Ratings for recently introduced ABC daytime talk show The Chew remained consistent from one week earlier, still trailing former occupant All My Children by noticeable proportions.  Based on the Live Plus Same Day data from Nielsen Media Research for the week of Oct. 17 (week four), The Chew averaged 1.94 million viewers, with no change demographically.  One year earlier, long-running scripted serial All My Children averaged 2.31 million viewers, with the demographic breakdown compared to The Chew as follows:

All My Children (ABC) – Week of 10/18/10
Viewers: 2.31 million, Women 25-54: 1.2/ 8, Women 18-49: 0.8/ 6,
Women 18-34: 0.5/ 3

The Chew (ABC) – Week of 10/17/11
Viewers: 1.94 million, Women 25-54: 0.9/ 5, Women 18-49: 0.6/ 4,
Women 18-34: 0.4/ 2

All My Children Advantage
Viewers: + 19 percent, Women 25-54: +33, Women 18-49: +33,
Women 18-34: +25

The Chew, of course, is cheaper to produce than All My Children, hence the programming change.  But sometimes the value of the audience is more important than the raw dollar figures, and the pending departure of One Life to Live for another talker, The Revolution, is also not likely to resonate in a daypart gutted with similar appeal programming.

Comparably, The View on ABC continues to rule the ratings roost among the trio of network daytime talkers, with revamped The Talk on CBS virtually equal to The Chew again this week as follows:

The View (ABC)
Viewers: 3.40 million, Women 25-54: 1.4/ 9, Women 18-49: 1.0/ 7

The Talk (CBS)
Viewers: 1.96 million, Women 25-54: 0.9/ 5, Women 18-49: 0.6/ 4

The Chew (ABC)
Viewers: 1.94 million, Women 25-54: 0.9/ 5, Women 18-49: 0.6/ 4

Four weeks to-date, here is the weekly track for The Chew:

The Chew (ABC)

Week of 9/26/11:
Viewers: 2.10 million, Women 25-54: 1.0/ 6, Women 18-49: 0.7/ 5,
Women 18-34: 0.5/ 3

Week of 10/03/11:
Viewers: 1.78 million, Women 25-54: 0.8/ 5, Women 18-49: 0.6/ 4,
Women 18-34: 0.4/ 3

Week of 10/10/11:
Viewers: 1.86 million, Women 25-54: 0.9/ 6, Women 18-49: 0.6/ 4,
Women 18-34: 0.4/ 3

Week of 10/17/11
Viewers: 1.94 million, Women 25-54: 0.9/ 5, Women 18-49: 0.6/ 4,
Women 18-34: 0.4/ 2