NEW YORK — NBC is uncorking the champagne: For the first time in decades, the Peacock’s daytime lineup has tied with ABC for first place among women 18-49 season to date.
It’s worth noting that ABC, which has led in the key femme demo since the mid-1970s, programs 4-1/2 hours of daytime fare and NBC carries just two. Still, last season, NBC ranked third in women 18-49, so the shift to a first-place tie is impressive. CBS also programs 4-1/2 hours of daytime.
According to Nielsen numbers, season to date, NBC’s daytime lineup has averaged a 2.2 rating/14 among women 18-49, up 10% compared with the same time last year, while ABC posted a 2.2/15, down 12%. CBS followed with a 2.1/15, a 5% dip from last year.
NBC also boasted that it is the first net in the history of People Meters (beginning in September 1987) to rank first in the season standings in key sales demos for all of the major dayparts: primetime (adults 18-49), latenight (adults 18-49), daytime (women 18-49), morning news (adults 25-54), evening news (adults 25-54) and Sunday morning public affairs (adults 25-54).
“It’s kind of like winning the decathlon,” NBC research prexy Alan Wurtzel said.
NBC’s daytime success has been partly fueled by the rise of “Passions,” which season to date is posting a 1.7/11, up 42% from last year.
“ABC has had a terrific lock on that daypart for a long time,” Wurtzel said. “Soap operas are the kind of programs that take a huge, long time to turn around because they’re so loyalty based.”
Season to date, the top-rated daytime series among women 18-49 is CBS’ “Young and the Restless” (2.8/20), followed closely by NBC’s “Days of Our Lives” (2.7/17) and ABC’s “General Hospital” (2.7/16).
NBC won the week ended April 27 among women 18-49, marking the 15th week this season it has either won or tied for first place in the key femme demo. NBC posted a 2.0/15, up 11% from the same period last year, while ABC ranked second with a 1.9/15, down 21% from last year. CBS averaged a 1.9/15, down 5%.