CBS Ratings Freefall: Three Tiffany Network Soaps Tie Record Lows in Coveted Demo!

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Barbara Bloom can't be a happy camper this week, as three of the soaps on the CBS Daytime lineup, The Bold and the Beautiful, As The World Turns  and Guiding Light,   tied record lows among the coveted women 18-49 demographic. While flagship sudser The Young and the Restless didn't achieve this distinction, like B&B and ATWT, it did drop one-tenth of a point in the demo ( Y&R is however up 8,000 viewers year-to-date among women 18-49), while GL stayed the same from the previous week. When you look at total viewers, it paints a bit more optimistic picture, at least for the Bell soaps. While Y&R lost 121,000 viewers and dropped one-tenth of a point in households over the previous week, it is up year-to-date 228,000 viewers. B&B actually added 81,000 total viewers, and held steady in households. B&B had 198,000 less viewers year-to-date during this period. ATWT lost 77,000 viewers and dropped one-tenth of a point in households. ATWT is down 278,000 viewers year-to-date. Guiding Light lost 93,000 viewers over the preceding week, but held steady in household demographics. GL is down 294,000 viewers year-to-date.

Bloom

Things weren't much better for NBC's lone soap opera, Days of Our Lives lost 178,000 viewers over the previous week and is down one-tenth of a ratings point among households and women 18-49. DAYS is down 310,000 viewers in total viewers year-to-date, that's more than any of the soap opera for the week of May 18-22.

Good news this week for the best soap on ABC's lineup (not that this particular assignation is something to write home to your mother about these days). One Life to Live added 65,000 total viewers, and held steady among households and women 18-49. OLTL is down 176,000 viewers year-to-date. Sister sudser General Hospital lost a mere 8,000 total viewers, and held steady among women 18-49. GH actually gained one-tenth of a point in households. GH was the only soap to add numbers in this demographic. GH is down 230,000 viewers year-to-date. All My Children only ceded 37,000 total viewers for the week of May 18-22, however the Prattastic soap is down one-tenth of a point in households and women 18-49. AMC is up 22,000 total viewers year-to-date.

Numbers based on Live+Same Day ratings

Ratings for the week May 18-22, 2009

(Compared to Last Week/Compared to Last Year)

Total Viewers

1. Y&R 4,874,000 (-121,000/+228,000)

2. B&B 3,369,000 (+81,000/-198,000)

3. OLTL 2,560,000 (+65,000/-176,000)

4. GH 2,550,000 (-8,000/-230,000)

5. DAYS 2,527,000 (-178,000/-310,000)

6. AMC 2,518,000 (-37,000/+22,000)

7. ATWT 2,394,000 (-77,000/-278,000) <------- new low

8. GL 1,951,000 (-93,000/-294,000)


HH

1. Y&R 3.5/13 (-.1/+.1)

2. B&B 2.5/9 (same/-.2)

3. GH 2.0/7 (+.1/-.2)

4. DAYS 1.9/7 (-.1/-.2)

4. AMC 1.9/7 (-.1/-.1)

4. OLTL 1.9/7 (same/-.3)

7. ATWT 1.8/7 (-.1/-.2)

8. GL 1.5/5 (same/-.2)


Women 18-49 Viewers

1. Y&R 1,085,000 (-39,000/+8,000)

2. GH 905,000 (-10,000/-81,000)

3. OLTL 848,000 (-10,000/-118,000)

4. DAYS 802,000 (-42,000/-145,000)

5. AMC 793,000 (-42,000/-4,000)

6. B&B 691,000 (-56,000/-152,000)

7. ATWT 530,000 (-47,000/-169,000)

8. GL 434,000 (-58,000/-168,000)


Women 18-49 Rating

1. Y&R 1.6/12 (-.1/same)

2. GH 1.4/9 (same/-.1)

3. OLTL 1.3/9 (same/-.2)

4. AMC 1.2/8 (-.1/same)

4. DAYS 1.2/8 (-.1/-.2)

6. B&B 1.0/7 (-.1/-.3) <----------- ties low rating

7. ATWT 0.8/5 (-.1/-.3) <---------- ties low rating

8. GL 0.7/4 (same/-.2) <----------- ties low rating