• November 9, 2004

So far this season, syndicated programs are outperforming the six broadcast networks on Fridays, with the Syndicated Network Television Association claiming the number one ranking for households and for every adult demographic on that day.

"What this study proves is that buys can't be determined simply by daypart," said Mitch Burg, the SNTA's president. "Advertisers must look at where they can deliver the highest reach of their desired audience on a program-by-program basis. And the programs that people are watching on Fridays are syndicated--giving marketers a recency advantage." Some of the programs airing Fridays that were consistently in the top 10 in most demographic breakouts include "Everybody Loves Raymond," "Wheel of Fortune," "Friends," "Oprah," "Judge Judy," "Malcolm in the Middle," and "Jeopardy." The SNTA's rankings are based on season-to-date Fridays from September 23 through October 24, 2004, and are based on impressions from Nielsen ratings, a spokeswoman for the group said.