Uh-oh. In its fourth airing on Thursday, Katie Couric’s new syndicated talk show dropped 26% in households to a 1.7/5 in the metered markets and 38% to a 0.8/5 in the key Women 25-54 demographic. In households, Katie still finished first among the freshman daytime talk shows but by a smaller margin. In W25-54, it was edged by Steve Harvey (0.9/6 in W 25-54, 1.3/4 in HH), which finished as No.1 for the first time since the launch of Katie.
In four days, Katie has shed 39% in households and 50% in W 25-54 from its big premiere numbers. What is more alarming is that the show has fallen below the time period average last season (2.3/7 HH, 1.4/8 in W25-54), when a large number of stations carried General Hospital. In comparison, Steve Harvey is up from a 1.0/3 HH and 0.5/3 W 25-54 rating in the time period last year. Steve Harvey also has shown consistency, posting a 1.5/4 in HH for its series premiere last week and again this Monday, 1.4/4 on Tuesday and Wednesday and a 1.3/4 on Thursday, ranking No. 2 behind Katie among the newcomers. But his strength has really been in the women demos, posting a 0.9 W 25-54 rating three time this week and a 1.0 on Wednesday. Steve Harvey also has helped a its lead-out, Ellen, which is posting significant year-to-year gains.
Ellen (2.7/7 HH, 1.7/10 W25-54) once again finished tied for the top spot in HH on Thursday, this time with with Live With Kelly & Michael (2.7/10, 1.6/11) and Dr. Phil (2.7, 1.1/7), which is recovering from a soft start of the season. In W 25-54, Ellen was a solo No. 1 by a wide margin. Dr. Oz posted a 2.0/5 and a 0.9/6.
The other two members of the freshman talk show class, Jeff Probst (0.9/3 HH, 0.5/3 W 25-54) and Ricki Lake (0.8/2, 0.5/3) have been stable in their first week but trailing the new and returning competition with the exception of sophomore Anderson Live! (1.2/4, 0.5/3), which tied them in the demo on Thursday.
TV Editor Nellie Andreeva - tip her here.