• by Jack Loechner , Staff Writer @mp_research, February 18, 2009

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.