KATIE LEADS; STEVE HARVEY SOLID; RICKI LAKE MODEST; JEFF PROBST AN EYESORE
Two days of metered market (overnight) data does not a hit or miss make, of course. Nor do seven days to-date for The Steve Harvey Show from NBCUniversal. But using the two key benchmarks – lead-in and year-ago time period average – Katie Couric from Disney-ABC remains the top-rated and Steve Harvey continues to impress. Ricki Lake from Twentieth Television perked up among women 25-54, but Jeff Probst from CBS Television Distribution nosedived from its already lackluster opening levels.
Based on the weighted household averages from Nielsen (primary telecasts only), Katie averaged a 2.3 rating/7 share in the overnights on Tuesday (in 52 markets), which dipped by 18 percent from the 2.8/ 8 for its debut on Monday. The lead-in was a 2.4/ 8 and the year-ago time period average was identical at a 2.3/ 7 (and Katie outdelived No. 2 Steve Harvey by 64 percent). But results among women 25-54 (1.0/ 6) did, however, dip by 23 percent from both benchmarks.
Steve Harvey remains right on par with its week one performance, with the 1.4/ 4 in households yesterday (based on 55 markets) up by 27 percent from the lead-in (1.1/ 4) and 40 percent from the year-ago time period average (1.0/ 3). Results among women 25-54 (0.9/ 3) also increased by double-digit percentages from the two benchmarks, and Harvey outdelivered Katie in women 25-54 in five of the top 10 markets (including a 1.1/ 7 in New York vs. a 0.8/ 5 for Katie). Get used to Steve Harvey — he is here to stay.
Ricki Lake (in 54 markets), which was still not available in about 40 percent of homes in the New York DMA because of a retrans dispute between Cablevision and Tribune, dropped from a 0.8/ 2 (and not a 0.6/ 2 as reported yesterday) to a 0.7/ 2 out of a 1.0/ 3. The year-ago time period was a 1.1/ 3. So there is erosion aplenty. But results among women 25-54 grew from a 0.4/ 2 to a 0.5/ 3, which was equal to both the lead-in and year-ago time period averages.
Last, and very least, was Jeff Probst which dropped 30 percent in households from a 1.0/ 3 on Monday to a 0.7/ 2 on Tuesday (in 51 markets). Comparably, that was off by 42 percent from the lead-in (1.2/ 4) and 36 percent from the Sept. 2011 time period (1.1/ 3), with erosion among women 25-54 at a significant 43 percent (0.7/ 4 to 0.4/ 2). Word of advice to Mr. Probst: don’t quit your day job.