“We were more than happy to renew Phil; its ratings have improved,” Randa Minkarah, senior vice president of Fisher Broadcasting, told TVNewsCheck. “The advertisers like Phil, too. It’s a known quantity to them.”
CBS Television Distribution shows “Dr. Phil” averaging a 3.2 household rating giving it a 23 percent lead over its nearest competitor.
Among women 25-54, Dr. Phil is No. 1 with a 1.7, up 6% from this time last year. Ellen is No. 2 with a 1.6. Live and NBCUniversal’s Maury are tied at No. 3 with a 1.5 rating.
Some stations are taking advantage of the newly found eyeballs by placing the show as a 4 p.m. lead in to their 5 p.m. newscasts.
Those time slots attract more viewers and ad dollars than 3 p.m. At 3 p.m., an average 34.5% of households use television while at 4 p.m. the HUT is 39%.
Of course, the improved ratings bring a larger price tag, but Michael Fiorile, vice chairman and CEO of Dispatch told TVNewsCheck the price is worth it, ““It did a 6 rating its first day in its time period [on Columbus' WBNS] against Ellen’s 3.7 and the court shows did a 2. We’re pretty high on the show right now.”