The Biz: Analyzing the New Daytime Lineup
A lot of new big names have moved into the daytime neighborhood this fall, but viewers are choosing to spend more time with a familiar friend. The Ellen DeGeneres Show is off to its best start in its 10-year history, ranking as the No. 1 syndicated talk program among the advertiser-favored audience of women ages 25-54 through the first two weeks of the TV season. Its overall average of 3.3 million viewers is up 6 percent from a year ago, putting it behind Dr. Phil (3.8 million) and Live With Kelly and Michael (3.4 million).When Oprah Winfrey ended her program in 2011, insiders in the syndication business wondered where her viewers would go. No program last year took immediate advantage of the upheaval, but daytime habits change glacially. "All the research indicated that after Oprah left there was a large opportunity for Ellen, and that may be playing itself out," says Ken Werner, president of Warner Bros. Domestic Television Distribution, which syndicates Ellen.
