Black viewers are becoming increasingly important in the daytime television landscape, according to The Hollywood Reporter.
With total viewers of “Live With Kelly and Michael” up nearly 15 percent over the prior year, part of that boost is thanks to the arrival of Michael Strahan, who attracted more men 35-to-54 (up 17 percent) and lifted the African-American share of the audience from 3.5 percent to 4 percent.
“Wendy Williams,” is another who saw year-over-year increases. Her show benefited by attracting African-Americans, who make up around 18 percent of the total daytime audience.
One reason is that blacks watch more TV than other demo groups, an average of around 218 hours a month in 2013, according to a May 15 Nielsen study, compared to 155 hours per month for all viewers.
That trend couldn’t help Arsenio Hall, whose late-night show was canceled May 30. But it boosted Ellen DeGeneres, whose show was up 14 percent in viewers over the prior season, in part because African American host Harvey, whose show continues to grow, is DeGeneres’ lead-in on NBC stations in big markets.
Most programs are down from the prior year due to audience fragmentation, time-shifting of primetime shows and pre-emptions for the Winter Olympics. “Dr. Oz,” which airs on NBC stations, was hit hard by the Sochi Games, dropping about 9 percent. “The Doctors” took a dive of nearly 6 percent, largely because the show lost stations and time periods, mostly to Queen Latifah, who has the most successful new talk show of the season, thanks in part to African-American audiences.
The syndication year runs through August, but data from September through May 11 provides a strong indication of how the season will end. Those same numbers weren’t kind to the now-canceled “Katie,” which dropped about 8 percent in Katie Couric’s second season.
Phil McGraw’s top-rated Dr. Phil is up about 9.8 percent in total viewers over last season and nearly 6 percent in the target demo of women 25-to-54.
Celebrating Celebs With Gap Teeth
1. Bobbi Kristina1 of 26
2. Anthony MackieSource:PR 2 of 26
3. Danielle Evans3 of 26
4. Bobby Brown4 of 26
5. Michael Strahan5 of 26
6. Morgan Freeman6 of 26
7. Samuel L. Jackson7 of 26
8. Anthony Anderson8 of 26
9. Condoleezza Rice9 of 26
10. Seal10 of 26
11. Laurence Fishburne11 of 26
12. David Letterman12 of 26
13. Ted Lang13 of 26
14. Natalie Cole14 of 26
15. Celia Cruz15 of 26
16. Arnold Schwarzenegger16 of 26
17. The late, great Amy Winehouse17 of 26
18. Curtis Jackson18 of 26
19. Madonna19 of 26
20. Woody Harrelson20 of 26
21. Chris Martin21 of 26
22. The late, great Esther Rolle22 of 26
23. Mike Tyson23 of 26
24. Eddie Murphy24 of 26
25. Morgan Freeman25 of 26
26. Laura San Giacomo26 of 26
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