Auds in big markets tune in talker from N.Y. housewife
The lyrics of Bethenny Frankel’s talkshow theme issue a shout out to “all my girls,” and the show seems to be doing exactly that.
Halfway through Warner Bros.’ six-week test of “Bethenny” on Fox-owned stations in six markets — New York, Los Angeles, Philadelphia, Dallas, Phoenix and Minneapolis — the show is more than doubling the ratings of year-ago programming in all key demographics, making it likely that it will be part of the national syndication lineup come fall 2013.
Looking at the Nielsen numbers, “Bethenny” is far outperforming year-ago time periods in all key female demos. Among women 25-54, the demographic against which advertising for most talkshows is sold, “Bethenny” is up 100% vs. year-ago time periods (1.0 rating/7 share from 0.5/3).
Among younger women, the picture is even better, with the show improving on its timeslots by 125% to a 0.9/7 in adults 18-49 from a 0.4/3; in the more narrow 18-34 demo, the show is tripling its perf of last year (0.9/6 vs. 0.3/3).
In the middle of the country, viewers have been slower to embrace the former Real Housewife of New York. On KDFW Dallas at 1 p.m., “Bethenny” is down 25% in household ratings from last summer’s repeats of Twentieth’s “Divorce Court” to a 0.6/3 (though it did prevail in some demos on June 29). On KSAZ Phoenix at 11 a.m., “Bethenny” has dropped 50% in households from last year, when the station was running repeats of Sony’s “Nate Berkus,” to a 0.3/2.
Still, overall, “Bethenny” is improving its timeslot among women 25-54 in four of the six markets, and of the five talkshow tests Fox has run since 2008 (“Fran Drescher,” “Father Albert,” “The Huckabee Show” and “Wendy Williams” — the last being the only one to have so far made it onto the national stage), “Bethenny” has turned in the strongest ratings.
Other shows in development for next year are Sony’s “Queen Latifah,” and CBS Television Distribution’s foodie talker with Bobby Flay and Giada de Laurentiis. CTD and Tribune have sold a latenight revival of Arsenio Hall for next fall.
“Bethenny” is playing particularly well on the coasts. In New York and Los Angeles, the show is the time-period winner among women 18-34 and 18-49. Among women 25-54, it leads its timeslot in L.A., and ranks a strong second in New York.