NBC Daytime Extends Its Dominance


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Days and Passions on a ratings roll...

FOR A FOURTH WEEK IN A ROW, NBC WINS BY A POWERFUL 0.5 OF A RATING POINT AMONG WOMEN 18-49, SOMETHING NO OTHER NETWORK HAS DONE IN MORE THAN TWO YEARS

DAYS OF OUR LIVES IS DAYTIME'S DOMINANT DRAMA, NO. 1 AMONG WOMEN 18-49 FOR THE SEASON AND THE LAST 16 WEEKS IN A ROW

AMONG WOMEN 18-34, DAYS BEATS ALL BUT THREE OF LAST WEEKíS PRIME-TIME TELECASTS

PASSIONS IS NO. 7 FOR THE WEEK AMONG WOMEN 18-49, NO. 2 AMONG WOMEN 18-34

FOR THE FIFTH TIME IN SEVEN WEEKS, NBC DAYTIME BEATS THE COMBINED COMPETITION AMONG WOMEN 18-34

BURBANK, Calif. July 12, 2002. NBC's two-hour daytime lineup maintained its recent ratings dominance during the July 1-5 week, winning by 0.5 of a rating point for a fourth week in a row.  Prior to NBC's current streak, no network had won a daytime week by as much as 0.5 of a point since February 2000.

It's the 16th week in a row NBC's led the key women 18-49 category (including a tie), the network's longest winning streak in the 15-season history of the current People Meter sample at Nielsen Media Research.

In the valuable women 18-34 demographic last week, NBC beat the combined rating of ABC and CBS for the fifth time in seven weeks. Before the current NBC steak, that feat had been accomplished only once in the last 14 years, by NBC the week of April 15-19, 2002. Note that, due to the July 4 holiday, Thursday and Friday results weren't included in last weekís NBC and ABC daytime averages and CBS Thursday results weren't counted. Also note that NBC broadcasts two hours a day of daytime programming while ABC and CBS air four-and-a-half hours each.

According to in-home viewing figures from Nielsen Media Research, Days of our Lives (2.9 rating, 19 share among women 18-49, 4.1/26 among women 18-34) was No. 1 last week among women 18-49, marking the 16th week in a row and 23rd week out of the last 24 that Days's has headed that list. Days was also No. 1 among women 18-34 for the 359th time in 360 weeks.

The 4.1 rating among women 18-34 for Days of our Lives would have ranked it No. 4 in prime time last week, behind only Fox's two editions of American Idol and NBCs reality hit Dog Eat Dog.

NBC's Passions (1.8/12 among women 18-49, 2.4/16 among women 18-34) finished No. 7 for daytime's July 1-5 week among women 18-49 and No. 2 among women 18-34. Passions outrated such rival dramas as CBS's As the World Turns, CBS's Guiding Light and ABC's Port Charles among women 18-49, and topped all network daytime programs exceptìDays of our Lives among women 18-34

Daytime averages among women 18-49 for the July 1-5 week are: NBC, 2.3/16 (up 35 percent over results for the same week last year); ABC, 1.8/13 (down 18 percent); CBS, 1.7/12 (down 26 percent). Last week's women 18-34 averages are: NBC, 3.2/21 (up 60 percent); ABC, 1.5/10 (down 17 percent); CBS, 1.5/10 (down 21 percent).

For the season, NBC remains tied with ABC for daytimes highest average rating among women 18-49, according to in-home viewing figures from Nielsen Media Research, but in June, NBC moved ahead of ABC for the season in total women 18-49 viewers (1.42 million for NBC vs. 1.39 million for ABC through last week). Its the first time in NBCs records, dating back through the 1980-81 season, that NBC has moved ahead of ABC in women 18-49 impressions at this point in the season.

Season-to-date, Days of our Lives is averaging a 2.8/18 among women 18-49, putting it ahead of all daytime competition, including ABCs second-place General Hospital (2.6/17).