Magazine article Variety

Women Sweep to 'Dr. Phil'

Magazine article Variety

Women Sweep to 'Dr. Phil'

Article excerpt

Daytime TV has always been targeted squarely at women, but more than ever, syndicators discuss daytime success or failure almost strictly in terms of the key demo - women 25-54.

A show's performance in the demo during the November sweep, the first time in the new season all TV stations in all markets receive ratings info on how their shows are doing, often goes a long way toward deciding whether strips will be renewed or canceled. This year's sweep was contracted, because Nielsen didn't count five days during the period in which outages and preemptions along the Coast due to Superatomi Sandy resulted in programs being cleared in 85% or less of the country.

CBS Television Distribution's "Dr. Phil" remains the top talker in the demo, adding 5% this November over last, to a 1.9 same-day rating, according to Nielsen. Warner Bros.' "Ellen," which has been turning in the best season of ratings in its 10-year history, improved 12% year-to-year (from 1.6 to 1.8), the most growth of any talker.

Conversely, Disney-ABC's third-place "Live! With Kelly and Michael" fell 1 1% (from 1.8 to 1.6). However, Novemberto-November comparisons for "Live" are a bit unfair, considering Regis Philbin's farewell appearance on "Live" aired to huge audiences during last year's November sweep. …

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