Another Dive for ABC Daytime, Especially The Chew and Good Afternoon America

The daytime talk shows suffered miserably last week with competition from the Olympics, but the Nielsen ratings are also making it clear that these shows hold little interest to viewers, especially the newest ones.

ABC's experiment that placed an afternoon version of Good Morning America on the air has failed.

During its fourth week, Good Afternoon American had 1.36 million viewers, down from 1.7 million the previous week and 1.79 the week before that.  That's a huge 56% decrease from One Life to Live which aired in the same time slot a year ago.

That show will be replaced shortly by General Hospital which moves to 2 p.m. to make room for Katie with Katie Couric in the 3 p.m. slot.

The Chew, the replacement for All My Children at 1 p.m., drew only 1.86 million people for the week of July 30th, down from 2.12 million during the week of July 23rd.  The Chew is drawing 26% fewer people than AMC.

The View continues to do better than the other talk shows, but it was down 15% from last year with 2.58 million viewers last week, down from 3.14 and 3.25 during the previous two weeks.

The Talk on CBS was down as well with 1.89 total viewers, down 10% from a year ago and a reduction from 2.20 and 2.02 in the past couple of weeks.

Here are the breakdowns for the various demographic groups (with comparisons to last year in parentheses) most important to advertisers.

Women 25-54:
The View (ABC): 670,000 (-22)
The Talk (CBS): 555,000 (-10)
The Chew (ABC): 433,000 (-42)
Good Afternoon America (ABC): 289,000 (-68)

Women 18-49:
The View (ABC): 527,000 (-18)
The Talk (CBS): 404,000 (-16)
The Chew (ABC); 336,000 (-41)
Good Afternoon America (ABC): 215,000 (-70)

Women 18-34:
The View (ABC): 190,000 (- 8)
The Chew (ABC): 134,000 (-26)
The Talk (CBS): 101,000 (-19)
Good Afternoon America (ABC): 85,000 (-61)

The Chew - 129,000 (-17)
Good Afternoon America - 106,000 (-50)