Three firstrun syndie rookies off to solid starts
Each of the syndicated firstrun shows that debuted last week — “The Wayne Brady Show,” “The Caroline Rhea Show” and “Celebrity Justice” — has posted encouraging overnight ratings.
During its preem week, “Wayne Brady,” available in 21 metered markets, earned an average 2.6 weighted metered market rating/8 share, according to Nielsen.
“Caroline Rhea” earned a 1.3/4, in 52 markets, and “Celebrity Justice” earned a 1.1/3 in 50 markets.
So far, the shows have been able to avoid the kind of massive share erosion from their lead-ins that syndicators have come to fear for their new shows in the increasingly cluttered TV landscape.
“Wayne,” which is cleared in daytime and early fringe time periods, dipped an average of two share points from its lead-in, while “Caroline” and “Justice” dipped one share point each.
“Caroline,” which Warners has been pitching as the continuation of the “Rosie O’Donnell” franchise, is cleared mainly in latenight among the top 10 markets and daytime elsewhere. Warners’ “Justice” is largely in post-midnight timeslots.
Lloyd Komesar, senior VP of research for “Wayne” distributor Buena Vista Television, said he was “optimistic” about the ratings so far for his company’s show.
” ‘Wayne’ already has shown signs of delivering on par with ‘Rosie,’ which was in many of the same time periods before,” Komesar noted.
Disney conceived the show as a replacement for “The Rosie O’Donnell Show,” which until that show ended its run this year, aired on many ABC O&Os.