More Bad News for ABC Daytime: Ratings

The bad news continues for ABC Daytime.  The Chew, the talk show that takes place while people cook, lost still more viewers with 1.94 million viewers, the first time the ratings have dipped below 2 million in awhile.  The drop also represents a 24% loss in overall viewers from All My Children.

We're reporting Nielsen ratings data from the week of August 6th.

Good Afternoon America, soon to disappear, had 1.42 viewers, a slight  uptick from the previous week, but still off 51% from One Life to Live, its time slot predecessor.

The View had 2.42 million, off 11% from last year, but still the winner in daytime talk.  The prior week, The View had 2.58 million viewers.

On CBS, The Talk drew 1.98 million people, off only 2% from last year at this time, but up from 1.89 the prior week.

It's safe to say, I think, that many Americans are off vacationing in August, so it's not surprising that people aren't in front of their TVs watching daytime television, but the percentages show nevertheless that the programs on the air aren't drawing the numbers they used to.  And that's meaningful.

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): 553,000 (-21)
The Talk (CBS): 523,000 (- 6)
The Chew (ABC): 434,000 (-44)
Good Afternoon America (ABC): 334,000 (-62)

Women 18-49:
The View (ABC): 464,000 (- 5)
The Talk (CBS): 377,000 (-12)
The Chew (ABC); 337,000 (-42)
Good Afternoon America (ABC): 256,000 (-66)

Women 18-34:
The View (ABC): 183,000 (+11)
The Chew (ABC): 125,000 (-30)
The Talk (CBS): 96,000 (-27)
Good Afternoon America (ABC): 93,000 (-60)