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Prognosis Isn't Good for Soap Operas

Things look bad

By Kevin Spak, Newser Staff

Posted Jan 10, 2009 1:11 PM CST

(Newser) – There’s reason for the young to be restless, because the days of their lives may not last much longer. The economic downturn is driving soap operas to the brink of extinction, Portfolio reports. Not long ago there were 16 network soaps; now, just eight remain, and with ad revenue down, they’re being forced to slash their budgets and their casts.

“I see this moment as the turning point for soaps,” said a CBS executive. “No format has been hit harder.” Declining ad revenues aren’t the only problem. Audiences are aging and dwindling. Young and the Restless, the ratings king, averages just 5 million viewers, with a median age pushing 60. Worse, surveys show that many are poor, middle-aged African-American women—not the demographic advertisers swoon for.

[Images (3)]

[Quotes (1)]

Former 'Survivor' contestant Colby Donaldson (centre) stands by a pool table on the set of 'The Young and the Restless' during taping of the television show on July 27, 2004. (Getty Images)

Sean Kenniff, left, appears during a scene of the soap opera 'Guiding Light' September 22, 2000 in New York City. The prognosis isn't good for daytime soaps. (Getty Images)

Actor Alan Thicke guest stars as Rich Ginger on 'The Bold And The Beautiful' during taping on August 10, 2006 at CBS Studios in Los Angeles, California. (Getty Images)

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There are as many theories about lost viewership as there are cheating spouses in daytime serials. - Toni Pimentel, blogger for a Young and the Restless spoiler site

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Prognosis Isn't Good for Soap Operas