Warner Bros.' Bethenny Passes Six-Week Test With Flying Colors
Now question is when show will launch nationally
By Paige Albiniak -- Broadcasting & Cable, 7/19/2012 5:52:26 PM
With ratings that collectively improved time periods on Fox-owned stations in six markets -- New York, Los Angeles, Philadelphia, Dallas, Phoenix and Minneapolis -- Bethenny is expected to earn a pick-up from Fox and return for a national run.
No deal is in place yet, and several scenarios are under consideration, but Warner Bros. and Fox appear to agree that the show should come back, according to several sources. The question is when. Fox would prefer to keep the show on the air from this point forward, but the costs of doing that without yet having national advertising time included in the show are prohibitive.
Bethenny premiered on June 11, and through Wednesday, July 18, the show averaged a 0.9 rating among women 25-54, daytime's key demographic, representing an 80% increase over last year's time-period performance on those stations. Through week five, Bethenny improved on its lead-ins by 22% and over year-ago time periods by 57% to a 1.1 rating/3 share in households, according to Nielsen. Bethenny also has improved its July 2011 time periods by 80% among women 25-54 and 100% among women 18-49.
That's a 50-50 proposition as to whether or not this show can survive a huge influx of talk shows already premiering or about to do so in the next 60 days time. You're talking overkill right now with several other programs in line to premiere and just because it did well is 6 tested markets won't guarantee success on a nationwide level. Look at Wendy Williams as a perfect example.
Jed - 7/19/2012 11:13:22 PM EDT
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