“Patient Approach” To Geraldo’s Ratings

“Twentieth Television is taking a patient approach to Geraldo at Large, despite the show’s modest rating,” Broadcasting & Cable says. “In the first two weeks since replacing A Current Affair, Geraldo has averaged a 2.2 rating/4 share and a 2.3/5, respectively. It’s also off 31% from its average lead-in and down 12% from the year-ago time-period average.

“Twentieth is looking to grow the numbers gradually through a public-relations push (Rivera has made appearances on everything from The View to Howard Stern’s radio show) and by reaching out to Rivera’s former Fox News Channel viewers through opt-in e-mail lists. Twentieth executives want to see the show’s ratings above a 3.0 by the end of the February book, and they will concentrate promotional dollars that month to back the effort.”

Create a social media strategy, launch your campaign, and track the results in our Social Media Marketing Boot Camp starting February 16. The online event and workshop will feature speakers including The Onion‘s Baratunde Thurston (left), Facebook’s Morin Oluwole, and bitly’s Tim Devane. Register now.