Did Competing With The BET Awards Hurt The Daytime Emmys?

by | June 28, 2010 at 3:22 PM | Daytime Emmys 2010, Deep Soap, TV News

Chris Brown At The BET Awards (Frederick M. Brown/Stringer/Getty Images)

Chris Brown At The BET Awards (Frederick M. Brown/Stringer/Getty Images)

The ratings are in for last night’s 37th Annual Daytime Emmys.  The good news: the show, which aired on CBS, garnered the most total viewers of any program last night and beat new episodes of ABC’s summer series ‘The Gates‘ and ‘Scoundrels‘ among adults 18-49.  The telecast was up a whopping 83% from last year, when it aired in September on the CW.  The bad news is that the telecast declined -8% in ratings from the series last big-three network broadcast two years ago.  Its 1.1 rating among Adults 18-49 was lower than re-runs of Fox’s animated line-up and ‘Law & Order.’  Soap opera fans might wonder if the Daytime Emmys will continue to be aired.  Deadline Hollywood points out that the Daytime Emmys performed at a similar level to the Tony Awards, which garnered a 1.2 rating among adults 18-49 a few weeks ago.

The more interesting question is whether the Daytime Emmys performance was impacted by competition from another awards show, the BET Awards, which aired at the same time as the Emmys on BET.   Though the hip hop infused BET awards would not seem to share much of an audience with older skewing soap operas, daytime dramas are disproportionately popular among African-American viewers, the BET Awards’ core audience.

Watch Chris Brown’s breakdown on the BET Awards:

The BET awards featured a tribute to Michael Jackson with a buzz-generating emotional performance by Chris Brown, that would appeal to viewers of all ages as well as a comeback performance from El DeBarge, who likely drew in viewers in their thirties and forties.  In contrast, the Daytime Emmys featured a Vegas-themed tribute to Dick Clark featuring Tony Orlando and a pre-taped Cher that seemed unlikely to be of interest to anyone under the age of 50. Viewers with an interest in both daytime television and urban music might have been drawn to the hipper BET Awards.

The ratings are not yet in for the BET awards, but if they prove strong, it might go down as a case of poor scheduling damaging a franchise that still has life in it yet.