2009-10 Soap Ratings -- Mercury in Retrograde Leaves As The World Turns Freezing

Written Shocked At Obscurity by Bridger Cunningham

Image result for as the world turns last yearA ratings juggernaut falling is shameful.  Launched on April 2, 1956, As the World Turns quickly climbed the Nielsen ladder, reigning in 1st Place from 1958-78.  Incidentally, All My Children, the show who overthrew them from this glory in 1978, ended the following year.  ATWT never reclaimed its 50's-70's glory, resting in the middle of the pack throughout much of the 80's before briefly climbing back to the top in the early 90's.  The longstanding New York-produced soap was the last CBS franchise to film there and limped out of the gates its last year.  Now the longest-standing soap on the air, its fortunes soured late in 2009 months after sister soap Guiding Light went black in September.  Announced as its replacement was The Talk, CBS' tribute to ABC's uber-popular The View, starring Sharon Osbourne, Leah Remini, Roseanne star Sara Gilbert and CBS President Les Moonves' wife, newscaster/reality TV host Julie Chen.

Elsewhere, another soft and eroding season for the soap remains.  Young and the Restless held steady and Bold and the Beautiful ticked down.  All My Children capitalized on its 40th Anniversary in January, and Days of Our Lives capitalized on its 45th Anniversary with celebratory stories.  ABC ponies General Hospital and One Life to Live experienced losses and looming discussions of shuttering for all ABC shows across the board.

As The World Turns leaving the timeslot it called home for over 27 years left fellow competitor One Life to Live now in a standalone space.  The 1pm hour was booked solid, and General Hospital stood alone.

Source -- https://en.wikipedia.org/wiki/List_of_U.S._daytime_soap_opera_ratings

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