Women's Favorites On TV

by , Feb 18, 2009, 8:15 AM
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According to the E-Poll monthly study evaluating daytime programs, daytime drama viewers are most likely to say they watch the entire episode of their program compared to other daytime program, and are most apt to talk about their show and recommend it to others.  Court shows are next most likely to be watched in their entirety (47% "watch the whole show"), while talk shows generate more word of mouth (48% "talked about show"  and 26% "recommended show")

61% of morning shows, which air while viewers are getting ready for work are most likely to be watched in part, while 26% are kept on in the background. Good Morning America generates the highest ratings for "information provided" and "hosts," among the three morning shows evaluated. 54% of viewers say they watch part of Entertainment news magazines, and 20% just keep it on in the background.

Uniquely formatted TMZ, though, over-indexes relative to other programs in the news magazine genre on loyalty (25% "make a special effort to watch"), 41% view of the entire program, and 36% talked about the show). 

Female Daytime Television Viewing "Watched" (% of Respondents)

Show Type

Special Effort to Watch

Watch the Whole Show

Daytime drama

58%

59%

Court shows

27

47

Talk shows

26

41

Morning shows

26

13

Game/Quiz shows

18

41

Entertainment news magazines

14

26

Source: epollresearch, February 2009

In the latest results among court show viewers, Judge Judy attracts strong word-of-mouth ratings (48%) and ties Judge Mathis as most recommended (21%).  Judge Judy is the court show that program viewers most often say they would "miss a lot" if it no longer aired (36%). The appeal of Judy's show, according to the respondents, is in her no-nonsense style, "The way she cuts through the malarkey and gets down to what is legally right in her view... tells it like it is!  I want to be her... and tell...  people what I think of them!"

Female Daytime TV Genre Viewing "Talked About" (% of Respondents)

Show Type

Talked About Show

Recommend Show

Daytime drama

51%

25%

Talk shows

48

26

Morning shows

40

17

Game/Quiz shows

38

18

Court shows

33

17

Entertainment news magazines

23

8

Source: epollresearch, February 2009

In the midst of the ongoing economic recession, television networks have to watch their expenses, says the report. NBC's decision to move Jay Leno and the tentatively titled The Jay Leno Show to the 10 P.M. hour can be seen as a cost-cutting move. Although 2009-10 schedules have not been set, Leno will be competing against some top shows currently airing at 10 P.M.

Women Readers Rate Programs, Make Special Effort to Watch, and Consider Engaging (% of Respondents)

Program

Rated Excellent

Special Effort to Watch

Engaging

Numbers

52%

52%

64%

CSI: New York

42

36

60

Eleventh Hour

42

63

58

CSI: Miami

38

31

56

Without a Trace

38

36

50

Tonight Show Jay Leno 30

21

39

 

Source: epollresearch, February 2009

The report concludes that "...Jay Leno and NBC have their work cut out for them.  It is expected that when The Jay Leno Show debuts next television season, it will have increased viewership compared to The Tonight Show in its current time slot, but it is important that the show is engaging enough to make sure viewers tune in."

Source: FastTrack Television- Weekday is a monthly tracking study conducted by E-Poll to measure awareness, viewing and perceptions of weekday broadcast programs among a total of 1,000 daytime network viewers ages 13-54. This analysis was based on female viewers ages 13-54.

For more about the study, please visit here.

 

 

Please note a correction for attribution (Datran Media Survey 2009) in data included in the Research Brief "eMail Tops Online Ad Budget Change in '09," for Tuesday, February 17, 2009, and a link (http://www.datranmediasurvey2009.com/ ) to the original source. 

 

 

 

 

 

 

 

 

0 comments on "Women's Favorites On TV".

  1. Bill West from Comcast Spotlight
    commented on: February 18, 2009 at 11:37 a.m.

    Maybe not the point of this study, but fair to note that the survey was strictly among females watching daytime BROADCAST tv. In a time when 2 in 3 females are more often watching daytime CABLE programming, these results and the summary could be misconstrued as the real landscape of daytime TV.

  2. Donald Sloan from GBG Motionmedia
    commented on: February 19, 2009 at 9:30 a.m.

    It's also fair to conjecture that commercial breaks are used to replenish the snacks and attempt some sort of freakishly short housework events, regardless of program delivery source.

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