Ratings From the 90's

[kalbir]

I suspect there will be a drop w/ Andrea Evans departure.

[BoldRestless]

 These are all the same as SOW (I will no longer note any swapped placements if numbers are the same).

Edited November 15, 2023 by BoldRestless

[j swift]

Ok, so that's amazing!

In 1992, 78% of the DAYS audience was women 25-54

30 years later in 2022, 80% of the audience is women over 54

[JAS0N47]

Thanks!  Good to hear these weeks all matched up.

[GLATWT88]

Pretty much one of the many issues that led to the death of soaps - viewers were aging out (and also dying) of the younger demographics and these coveted demos weren't being replenished with new viewers for a number of reasons (one being the growing number of women in the workforce as working moms increased from 56 percent in 1980 to 72 percent in 2000).

[Paul Raven]

Soaps were among the most taped programs when VCRs became a thing.

Did they ever succeed in adequately measuring that viewership? Of course, ads were FFed so advertisers were not interested. It was an issue that networks could never get around.

[j swift]

@Paul Raven Going back to 1992, they captured VCR data. 

 

Edited November 16, 2023 by j swift

[j swift]

There is an amusing detail about the original study published in 1972 that led to the 'coveted demo'.  The authors collected data from 1968 to 1969 and noted that consumers between 25-54 are more vulnerable to advertising because those 55 and older have formed established buying patterns.  People often misidentify the demo as having more expendable income, but it was actually about who was more likely to be influenced by advertising.

However, the original study has never been replicated in fifty years, and it was done at a time with less turnover in consumer goods.  Today, a 55-year-old woman would have a hard time buying the same shampoo that they did thirty years ago, because it is probably no longer available.  So, the whole theory that created the 'coveted demo' is most likely flawed.

[kalbir]

Y&R March 1, 1990 we saw during the classics. Katherine and Marge meet.

B&B this week Teri Ann Linn departure. I think 1990 we'll see an increase in B&B clearance.

Edited November 16, 2023 by kalbir

[Gray Bunny]

Meanwhile, in this day and age of streaming vs. linear television, the networks are now realizing the importance of their older viewers across the board (daytime, primetime, etc.) because they are the most likely to sit down and watch a program live as it airs. 

Crazy to think they haven't bothered to do another year long study, as if people lifestyles and consumer choices haven't changed in 50+ years. 

[JAS0N47]

FROM THE VAULT: WEEKLY DAYTIME NIELSEN RATINGS: WEEKS OF 3/5/90-3/9/90 & 3/12/90-3/16/90:

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FROM THE VAULT: WEEKLY DAYTIME NIELSEN RATINGS: WEEKS OF 3/19/90-3/23/90 & 3/26/90-3/30/90:

[BoldRestless]

[kalbir]

Guiding Light this week Roger and Alexandra marriage.

Y&R this week Jack and Nikki marriage.

B&B this week Brooke learns she is pregnant.

Edited November 17, 2023 by kalbir

[GLATWT88]

I was waiting for this. The point in 1990 when GL first drops below a 5. I believe this is GL's first HH rating below a 5, unless I missed one in 88/89 

[Soapsuds]

ATWT had the Bob and Susan affair and next month a drunken Andy crashes his car into Lien car.