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.