Syndie Gets No Bounce From C3While primetime enjoys big lift, daytime is mostly viewed live 10/18/2010 12:01:00 AM Eastern
When the C3 ratings for primetime’s premiere
week were finally published on Oct. 11, the top
scripted show, ABC’s Grey’s Anatomy, had increased
its viewership by 30%, according to Nielsen. Shows across the
top 20 on average increased their viewership by 8%.
But daytime television is a decidedly different story. The most
that any syndicated first-run strip’s audience has increased thus
far this season in the C3 viewers is CTD’s Jeopardy!, with a 4%
uptick among women 25-54 and a 3% gain in households.
“Some 85% of our audience watches syndicated programs
live,” says Mitch Burg, Syndicated Network Television Association
president. “That means they are not
electronically skipping the commercials.”
And while Burg’s job is to push the value
of syndication to advertisers, it would
seem the numbers back him up.
Just as it is in primetime, C3, which
averages ratings for a show’s commercial
minutes across three days of collected live
plus recorded viewing, has become the
currency against which syndication ads
are sold. “Selling C3 seems to work for
both parties, because it’s a pretty fair representation
of how the consumer interacts
with programming, given the audience’s
ability to record shows pretty easily,” says
one syndication salesperson. Syndication
benefits by selling against C3 ratings because
its shows are typically not recorded,
so audiences remain largely the same.
“C3 has been great for us,” says Burg. “It comparatively points out the advantage of being live and of
having short commercial pods.”
Burg advocates that the most important commercial time in
any show is the first minute—time usually reserved as an exclusive
national pod. “If you don’t run in the first minute, your
commercials are inefficient,” says Burg. “Some 70% of commercial
viewership happens during the first commercial minute.”
CBS Television Distribution’s Swift Justice With Nancy Grace is
syndication’s top-rated new strip among women 25-54—one
of daytime’s key sales demos, along with women 18-49—in the
C3 ratings, averaging a 1.17 (14th place overall), according to
Nielsen Media Research. Grace is also the top-rated new firstrun
show, averaging a 1.4 live plus same day household rating.
Other C3 ratings winners include CTD’s Judge Judy, the top
first-run syndie show among women 25-54 in C3, averaging
a 3.36, 3% higher than its live plus same day average rating.
CTD’s top talker, Oprah, is second with a 2.8 in that key female
demo. Oprah’s C3 rating ties its live plus same day rating among
women 25-54, indicating the show remains a very good buy for
advertisers looking to reach women. Oprah’s average household
ratings are lower than Judy’s, but that makes a female-targeted
ad buy in Oprah more efficient. Other top shows among women
in C3 are CTD’s Wheel of Fortune, third at a 2.42, and CTD’s
Entertainment Tonight, fourth at a 2.20.