• by Wayne Friedman , August 17, 2007

TV's syndication business would like you to know the summer doesn't all belong to big-rated new cable programming.

"The top 35 of 50 rated shows this summer are syndication programs," says Mitch Burg, president of the Syndicated Network Television Association. "We continue to do first-run programming in the summer."

New cable programs such as Lifetime's "Army Wives," AMC's "Mad Men," and TNT's "Saving Grace" grabbed big headlines this summer for their respective high viewership. This continues a programming process cable has gone through for the last few years.

But left out of the mix has been syndication's still solid rating performance, says Burg.

The SNTA, for example, says that six of the top ten shows among adult 18-49 viewers are syndicated shows, and that seven of the top ten shows among adult 18-34 viewers are syndicated shows.

Burg touts some recent numbers for syndication reruns of sitcoms--"That 70s Show," a 2.8 rating in adults 18-49; "Friends", a 2.7; "Everybody Loves Raymond," a 2.5;" and "King of the Hill," a 2.2. All this against the best network comedy--reruns of "The Office," which comes in at a 1.8.

Overall syndication ratings this summer are generally flat versus a year ago--and all the while, network programming ratings are down 40%. All this is because syndication--with its talk shows, court shows and magazine shows--continues with fresh programming, while networks' programming schedules are 70% in repeats.

This is not to say that syndication hasn't felt the erosion in audience like much of the TV industry--especially network TV. In addition, many of those ratings in syndication are GAA ratings--gross average ratings that are roughly 15% higher due to extra airings of syndication shows that are cumulative ratings into the total.

Still, why does cable programming continue to get all the headlines?

"The thing driving cable's popularity are their shows in prime time--that they are first-run scripted shows, and they have big stars," says Brad Adgate, senior vice president and corporate director of research for media buyer Horizon Media. "Cable has been certainly more aggressive in launching [and marketing] original series in the summer than syndication."

It's also difficult to make direct comparisons in terms of share of viewers. Because syndication is based on local TV stations--typically 150 to 200 stations or so for each Monday through Friday series--it's impossible to get a national share--which would make for a better comparison to cable.

"Perhaps as we continue to move to a more time-shifted environment, it'll work better for syndication," said Adgate. "A share doesn't mean much if you're watching it on demand."