“It’s a very easy sale for advertisers,” he said. But “Young and the Restless” reruns consistently got better ratings.Īdvertisers are interested in the kind of stability soaps can provide, according to Kelly Kahl, president of CBS Entertainment. By the end of May, only NBC’s “Days of Out Lives” was still airing new material. After COVID-19 shut down most Hollywood productions, most soaps only had a few weeks worth of shows already filmed. The actors make much less, the sets aren’t as ornate and, generally, soaps don’t tape on location.Īnd another major asset: an audience that is extremely loyal to the brand. Still, a soap is cheaper to produce than a prime time show. Phil,’ or an ‘Ellen,’ or a ‘Kelly and Ryan,’ or ‘The View,’ or any of these, eventually the cost benefit of continuing this venerable old genre begins to look a lot less attractive.”
“If you can get more viewers for a cheaper show, like a ‘Dr.
“There’s a complex calculus,” said Robert Thompson, who teaches pop culture at Syracuse University.
Some well known shows, like “All My Children,” were cancelled due to poor ratings. Soaps still get more viewers than talk shows, but they’re more expensive to make. Soap operas don’t get as many viewers as a hit prime time show, and audiences for any network TV show are dwindling with so many streaming choices. So it’s no small feat to stay on the air, and profitable, for half a century. Earlier this year, CBS renewed “The Young and the Restless” until 2024, which means it will soon air its 50th season.
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