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June 28, 2010

Daytime Emmys up; ABC dramas struggle

By Paul J. Gough

Sunday night's Daytime Emmys ceremony saw an uptick in the ratings with its return to CBS from last year's CW telecast. ABC's two summer dramas, "Scoundrels" and "The Gates," had a rougher go in their second weeks on the air.

The Daytime Emmys gave a good sendoff to CBS soap "As the World Turns" and honored Dick Clark. The two-hour telecast averaged 5.6 million viewers and a 1.1 rating/3 share in adults 18-49, according to preliminary data released Monday by Nielsen Media Research. That was up 2.9 million viewers and 83% higher than last year's 0.6/2 adults 18-49 rating. Last year's Daytime Emmys aired on Aug. 30, also a Sunday night.

But it also could be the lowest rated major-network telecast in the adults 18-49 demographic, down 8% from 2008's 1.2/4 when it was on ABC. This year's telecast was up, however, 4% in viewers. ABC's Daytime Emmys telecast aired Friday, June 20, 2008.

Celebrity reality series "I Get That A Lot" averaged 4.4 million viewers and a 1.1/4 in adults 18-49 at 8 p.m. on CBS.

There was already ratings drama for both "Scoundrels" and "The Gates," which had modest premieres last Sunday. This Sunday night's performance didn't help either show, although it's debatable whether the Daytime Emmys had any impact. It tends to be harder to launch scripted shows in the summer. Soap "Scoundrels" (3.6 million, 1.0/3 in adults 18-49) dropped 23% in the demo from last Sunday's premiere, and lost ground from its 8 p.m. lead in, a repeat "Extreme Makeover: Home Edition" (4.8 million, 1.3/4). Supernatural drama "The Gates" (3.2 million, 1.0/3 in adults 18-49) fared even worse, falling 33% in the demo from the premiere.

Fox won the night in adults 18-49 with repeats of its animated comedies, and NBC was number one at 10 p.m. in adults 18-49 with a repeat "Law & Order: Criminal Intent" (5.2 million, 1.2/4).


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