• by Wayne Friedman , March 12, 2008

The writers' strike even hit those TV shows thought to be strike-proof: syndication.

Virtually all the top 20 syndication shows were hit by the writers' strike--as evidenced by steep rating declines in the February sweeps. Some analysts believe with less original programming around, a fresh syndication show would make gains. But that wasn't the case: Syndication shows were hurt by lower overall Homes Using Television levels (HUTs).

All syndication magazine shows were down by double-digit percent decreases. Programs lacked entertainment/celebrity news as compared to a year ago, when the sudden death of Anna Nicole Smith boosted viewership.

This February, CBS Television Distribution's "Entertainment Tonight," the category leader, sank 22% to a Nielsen 4.9 household rating. CBS' "Inside Edition" slipped 8% to a 3.7; NBC Universal Television Distribution's "Access Hollywood" declined 16% to a 2.6; CBS' "The Insider" sank 20% to a 2.4; and Warner Bros. Domestic Television Distribution's "Extra" was off 20% to a 2.0.

Talk shows also got battered--except for category leader CBS' "Judge Judy," which was up a 4% to a 5.3 rating. The second-best court show, CBS' "Judge Joe Brown," sank 18% to a 2.8. Warner Bros.' "People's Court" fell 13% to a 2.6, and Warner Bros.' "Judge Mathis" dropped even more, 21% to a 2.2.

As a group, talk shows did better than other categories, but many shows still tumbled. CBS Television Distribution's "Oprah Winfrey" dropped 15% to a 6.1, and Disney Domestic Television's "Live with Regis and Kelly" was down 16% to a 3.1. NBC's "Maury" went 15% south to a 2.2, and NBC's "Jerry Springer" fell further--22% to a 1.4.

The better-performing talk shows included CBS' "Dr. Phil," slipping 7% to a 5.0; Warner Bros.' "Ellen DeGeneres" dropping 8% to a 2.4; and CBS' "Rachael Ray" sinking 8% to a 2.2.

Rookie syndication shows did better--but many performances came off of low-rating bases. The best-rated rookie show, Warner Bros. "TMZ," continued to improve--up 15% to a 2.3. Twentieth Television's "The Morning Show with Mike and Juliet" soared 38% to a 1.1.

Syndie rookie shows hovering around the 1 point rating line improved. NBC's "Steve Wilkos Show" was up 11% to a 1.0 rating; Sony Pictures Television's "Judge David Young" climbed 25% to a 1.0. Program Partners' "Merv Griffin's Crosswords" gained 13% to a 0.9.