GOSSIP GIRL Returns to Record Ratings

The second season of The CW's GOSSIP GIRL posted its highest ratings ever in all key demos last night. Aided by encouraging online reviews and a clever ad campaign, GOSSIP GIRL (3.4 million viewers, 1.7 preliminary adults 18-49 rating, a 5 share and a 2.3 adults 18-34 rating) returned up 6% from its premiere last year in the adult demo (and up 10% among the network’s key 18-34 demographic). Meanwhile, THE YOUNG AND THE RESTLESS averaged 5.1 millions viewers last week, and a 1.7 ratings in the Women 18-49 demo. In fact, THE BOLD AND THE BEAUTIFUL averaged 3.5 million viewers last week, also more than GOSSIP GIRL. So why is GOSSIP GIRL on the cover of every other magazine I see, with feature articles in the rest and newspapers across the country and Y&R is only on the cover of Soap Opera Digest? Are the 'GOSSIP' viewers much more demographically appealing to advertisers? Are soaps going after the wrong types of advertisers? Is the non-stop marketing working? It may be a little bit of each. But it is very interesting to look at the ratings the most buzzed about shows are getting.