Daytime Emmy Ratings Sink in Move to Cable
HLN telecast draws just 912,000 total viewers on Saturday
By Andrea Morabito -- Broadcasting & Cable, 6/25/2012 4:46:18 PM
Unsurprisingly, viewership of the 39th annual Daytime Emmy Awards dropped off considerably in its move to cable this year, drawing just 912,000 total viewers to its premiere telecast on Saturday from 8-10 p.m. on HLN.Last year's awards ceremony, which aired on CBS, averaged 5.35 million total viewers on Sunday, June 19. Besides the move from broadcast to cable, the telecast was also hurt by the move to Saturdays, when HUT levels are much lower than on Sundays.
The HLN telecast drew 327,000 viewers in the target adults 25-54 demo, though it still ranked as the network's most-watched regularly scheduled non-news broadcast in total viewers and the demo. The cabler aired the awards ceremony five times in primetime over Saturday and Sunday, earning a gross average audience of 2 million viewers.
Plans to televise this year's Daytime Emmys were finalized rather last-minute with HLN signing on as the TV partner in May. Daytime television has also undergone major changes in the last few years, with multiple long-running soaps going off the air in favor of more cost-effective lifestyle programming.
Full coverage of the Daytime Emmy winners can be found here.
Talkback
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Cable networks never garner the ratings that a major network will. This was a huge success for HLN who came in at the 11th hour to air them. If it weren't for them no one would have been able to watch. They even went a step further and did a Red Carpet show and ran the awards several times. The Daytime Emmys have never been given this amount of respect by one of the major networks, and fans should be greatful to HLN for their support of the genre.
Debbie - 6/26/2012 9:05:20 PM EDT -
Given HLN had three weeks to prepare for the Daytime Emmy's I think they did a wonderful job. However, one of the main complaints I've been hearing were from those who do not have cable or internet access. Had the awards show been shown on network television, I'm sure the numbers would have been better. In addition, had the show been broadcast on Sunday, instead of Saturday night the numbers numbers I'm sure would have been greater.
Thank you again HLN for broadcasting the Daytime Emmy's for the fans of Daytime Television.
Marsha L - 6/26/2012 3:07:44 PM EDT -
This event needs a stable partner whether it be broadcast or cable TV and just air it on a Sunday or Monday night to attempt to garner better ratings. This was all wrong from the start by airing it on HLN and the ratings proved that.
Jed - 6/25/2012 7:38:04 PM EDT -
I didn't get to see this year's Daytime Emmy telecast, and am not a fan of it airing on a Saturday.
I like the idea of Daytime Emmy Awards airing on a Sunday. Wasn't very pleased with previous Daytime Emmy Award telecasts, when ATI (Associated Television International) was producing it... especially the 2011 telecast. Soap fans are not pleased with ABC, CBS, and NBC either.
I'm hoping that ABC, CBS, and NBC will soon come to their senses about the daytime soaps, and the Daytime Emmy Awards... and why they still matter to the viewers.
Eric - 6/25/2012 5:52:32 PM EDT
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