Congratulations to Days Of Our Lives. The show has officially been renewed through the 2010-11 season. The pick-up comes as no surprise. While other soaps are declining, DOOL has grown in Households and Total Viewers over the prior season, up 10% versus this point in the 2008-09 season. It currently averages 3.3 million viewers per week, its best numbers in three years. It’s an incredible turnaround for a show that NBC entertainment president Jeff Zucker publicly announced was slated for cancellation in 2007, when it was one of the lowest rated soaps. Now it is toed for #2 among the all important Women 18-49 demo. In fact, DOOL is NBC’s only returning scripted entertainment program — daytime or primetime — that has grown in total viewers over the prior season. There was a time when daytime soaps were renewed for three to give years at a time. But in the current economic climate even a one year pick-up is an accomplishment. Maybe the network will celebrate by putting more effort into promoting one of its few success stories.
The opinions expressed are solely those of the author and do not necessarily reflect the views of Comcast.