TV viewership climbing with people stuck at home by virus

Nothing to do but watch TV

A fixture on television, actress Julie Bowen of “Modern Family” is doing the same thing as millions of other people during the widespread coronavirus shutdown.

She's sitting at home, watching more television than she normally would.

In a world turned upside down by disease, TV viewership is growing. It's a rare bit of good news for an industry that has steadily shrunk, and its executives hope to seize an opportunity by anticipating what a stressed audience wants to see.

Bowen and her children binged on the NBC comedy, “Brooklyn Nine-Nine.”

“I'd never seen it and it's super fun,” she said. “I'm trying really hard to stay away from anything grim or reality-based right now. I don't want any heavy drama. Can't do it.”

Television usage last week was up 8% over what it was in February, according to the Nielsen company. That may not seem like much, but this is the time of year when that statistic usually goes in the opposite direction: with Daylight Savings Time and moderating weather, more people spend time outside and away from the TV.

Not surprisingly, news programming is the biggest beneficiary.

In fact, if you're looking for breakout coronavirus TV stars, consider David Muir of ABC's “World News Tonight" or Lester Holt of NBC's ”Nightly News." Both broadcasts had larger audiences last week than anything shown in the prime-time hours.

Twenty years ago the network evening news was considered on the brink of extinction. But more than 32 million people tuned into these broadcasts, along with the “CBS Evening News with Norah O'Donnell,” each night for a rundown of the day's top developments.

Other programs that reported, or talked, about the news hit milestones last week. CBS' “Sunday Morning” had its biggest audience last weekend since 1994, and “Face the Nation” since 1991. ABC's “The View” had its most-watched week since January 2019. Same for NBC's “Today” show.

The original TV star-turned-politician, President Donald Trump, is on cable television nearly every day with news conferences, and reached 4.4 million viewers for a Fox News town hall on Tuesday. The impact of that exposure will be seen in November.

New York Gov. Andrew Cuomo, also on cable nearly every day with coronavirus briefings, has a growing fan club.

“I've started laughing at his little jokes,” wrote Rebecca Fishbein on Jezebel. “I catch myself touching my hair (not my face!) when he talks about an increase in testing capacity. I swooned when he told a reporter he had his own workout routine ... I think I have a crush???”

CNN's daytime viewership last week was up 132% over the same week last year. Fox News Channel (77%) and MSNBC (38%) were also up, Nielsen said.

You can only take so many medical updates, however. Bernadette Scully, who's retired, said her husband drives her nuts by keeping Fox News on all day at the cottage in Cranberry Lake, New Jersey, where they are self-quarantining.

“It makes me stressed because you hear it all the time,” she said. “My husband says, ‘don’t listen to it.' But you can't not listen to it.”

“We're dealing with what everybody in the country is dealing with right now,” said Nancy Daniels, who runs the Discovery Channel, Science Channel and Animal Planet, “which is what will tomorrow bring? What will next week bring? Or next month?”

Animal Planet last week ran 94 straight hours of cuddly animals romping onscreen, figuring busy parents could run it as a pleasing background that's also safe for the kids.

Daniels said the Discovery-owned networks have shifted daytime lineups to run marathons of some of their most popular shows, reasoning that shut-ins would appreciate the familiarity. On HGTV, that means multiple episodes of “Property Brothers” and “Love it or List it.”

“We want viewers to feel like they're hanging out with friends,” said Jane Latman, HGTV president.

HBO's streaming service just had its best week since last summer, as viewers have sought favourites like “Big Little Lies” and “Westworld,” and oldies like “Sex and the City” and “The Sopranos," said Cheryl Idell, WarnerMedia's top researcher.

Showtime, sensing an opening, is offering a free 30-day trial to non-subscribers.

Between March 3 and 14, Tivo reported a 600% increase in viewing of pandemic-themed fare, like “12 Monkeys,” “Contagion” and “Outbreak.” The most-requested item on Cinemax's on-demand platform over the past two weeks has been “Contagion.”

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