So maybe Martha Stewart isn't the box office poison that Donald Trump makes her out to be. Her other TV series -- the daytime one, called simply "Martha" -- is almost a sure lock to be renewed for season two. And that's an even rarer feat than a prime-time show getting re-upped. Ratings aren't spectacular (1.9 on average, a little ahead of "Judge Alex"), but then, neither are a lot of the time slots she's been asked to fill. NBC Universal has negotiated more favorable time periods for "Martha" in many markets for 2006-07. By contrast, she was downgraded to a show-killing 9 p.m. time slot on her "Martha Stewart Apprentice" edition, which by all rights should have had Trump's Thursday night spot while the Donald cooled his hairpiece for a few months.
Press release on the jump.
NBC UNIVERSAL DOMESTIC TELEVISION DISTRIBUTION HAS SOLD HIT DAYTIME SHOW "MARTHA" IN MORE THAN 90% OF U.S. FOR 2006-2007 TV SEASON
"Martha" Improving Time Periods in 17 of the Top 20 Markets
New York City, NY December 12, 2005-NBC Universal Domestic Television Distribution has sold the hit new daytime show "Martha" in more than 90% of the country for the 2006-2007 TV season, it was announced today by Barry Wallach, President, NBC Universal Domestic Television Distribution, and Sheraton Kalouria, President of Television, Martha Stewart Living Omnimedia Inc. (NYSE: MSO).
"Martha" has been sold to a wide range of leading broadcast station groups for its second season, including the NBC owned and operated stations, Hearst-Argyle, Gannett, Scripps-Howard, Viacom, Belo, Freedom, Young, Clear Channel, Meredith and Milwaukee Journal.
"Martha" finished the November sweep as the #1 new daytime strip, averaging a 1.9 HH rating, according to Nielsen Media Research metered market data. That is a 10% increase over the November 2004 time period rating. "Martha's" year-to-year rating increase is #1 among the new daytime syndicated shows, topping "Judge Alex's" 1.7 HH rating (+7%) and "The Tyra Banks Show's" 1.3 HH rating (-3%). Season to date, "Martha" has improved the time period (year to year) in 17 of the top 20 markets, including a 53% increase on WNBC-TV New York.
"Our local broadcast partners have benefited from Martha's strong return to daytime television and we are excited about continuing this successful relationship with them for many years to come," said Wallach. "The show's fresh and lively approach and mix of eclectic celebrity guests combined with Martha's excellent 'how-to' instruction have been a hit with viewers, advertisers and critics alike." Sheraton Kalouria, newly named president of MSLO's television segment, said: "This is a very exciting time for MSLO's television division. The show is experiencing enormous momentum as celebrity guests join Martha for themed episodes that deliver exactly the kind of crafts, recipes and information that the audience craves." He added: "Our growth is a testament to incredible viewer response, the power of Martha's appeal and amazing station support. Thanks to Barry and his team for all their hard work. They are terrific partners and we look forward to working with them for many seasons to come."
"The spontaneity of working in front of a participatory audience is exciting for me and the viewers," said Martha Stewart. "In addition, I have the pleasurable challenge of teaching many new things to a daytime audience, which craves great solutions, ideas, recipes and crafts."
"This is the perfect holiday gift for everyone at my company and at MSLO," said Mark Burnett, Executive Producer. "American viewers are glad to have Martha Stewart back on daytime television. It's the same valuable 'how-to' show that she has always done, we simply added guests and a live studio audience, which contributed to the energy. Coupled with Martha's extraordinary talent, our producing team of Rob Dauber and Laurie Rich together with director Bob McKinnon, 'Martha' has become a daytime staple. It's been an amazing year for 'Martha', but only the best is to come."
"Martha," the nationally-syndicated, daily how-to series, is anchored by entertaining and informative segments that highlight and spotlight host Martha Stewart's sense of humor and love of fun, people, and projects. Taped in front of a studio audience, the hour-long program's format allows audience members and special guests to participate and interact with Martha. Featuring movers, shakers and headline makers, A-list celebrities, plus everyday people who've accomplished extraordinary things, 'Martha' features inspiring ideas and new projects - from cooking and entertaining, to decorating, and home renovating. Martha Stewart and Mark Burnett are executive producers and Rob Dauber serves as co-executive producer. The series is produced by Martha Stewart Living Omnimedia and is distributed by NBC Universal Domestic Television Distribution to over 98% of the country.
The Martha Show is one of my favorites. I would never have thought I would regularly watch a Martha homeshow after I retired, but I love it. Please keep it going.
Posted by: Marilyn | February 23, 2006 at 02:43 PM