The turnaround at NBC's singular daytime soap Days of Our Lives is in full effect. Amid a creative renaissance (Superbitch Kristen; Wedding Interruptus) and a renewal, the sudser hit a 21-week high among the coveted women 18-49 demo the week of Jan. 14-18.
DAYS hit a 1.0 among W18-49 the week in question. The last time it saw a full rating point in that demo was the week of Aug. 20-24, 2012. Among W18-34, DAYS delivered its highest rating in seven weeks and matched its highest W18-34 rating in nearly 14 months.
Almost 2.8 million viewers tuned in to watch Chad DiMera (Casey Deidrick) reveal Gabi Hernandez (Camila Banus) was lying about who fathered her unborn child — during the coed mom's wedding to Nick Fallon (Blake Berris)! The revelation that Nick's gay cousin Will (Chandler Massey) was actually the father sent soapy shockwaves through Salem, U.S.A, leading to the return of Nasty Sami (Alison Sweeney). Welcome back, girl!
DAYS definitely deserves this boost in the Nielsens. For several weeks, the show has been gelling into good, sudsy fun again. The 20-something set's wedding day disaster was the perfect example of this phenomenon taking shape. While the soap still has a few problems—Dannifer; hella-sexy Kristian Alfonso being reduced to playing Auntie Hope to everyone—the good far outweighs the bad for a change.
Eileen Davidson dismantling the Black clan as a vengeful Kristin Blake DiMera has been—to borrow Dee Hall's fave word—delicious to watch. John (Drake Hogestyn) and Marlena (Deidre Hall) are viable again. Eric Martsolf (Brady) also benefits tremendously from the Electra-fying story twist that has John's wicked ex-lover seducing his dimwitted son.
The poor guy had to endure years of DAYS trying to manufacture sparks between his version of Brady and predecessor Kyle Lowder's former leading ladies, Arianne Zucker (Nicole) and Nadia Bjorlin (Chloe). When that didn't work, they brought on popular soap alums Lindsay Hartley (ex-Arianna)and Sarah Brown (ex-Madison)for him, with both of those pairings ending in their characters being killed off. At long last, Martsolf's Brady has a leading lady and a storyline capable of moving the character to a new level.
It's so nice to be able to write positive things about the state of Days of Our Lives for a change. Kudos to the cast and crew!