As Obama's delegate numbers climb, Oprah's ratings tumble

As previewed in The Ticket last month, new ratings of daytime television programs show that Oprah Winfrey's daily talk show for women has dropped in ratings since her highly publicized political rallying for Illinois Sen. Barack Obama last fall.

Perhaps coincidentally, the longtime, daytime talk-show diva has not been seen on the Democratic presidential campaign trail in recent months.

Before the primaries and caucuses, she was credited with helping to draw impressive crowds and thousands of new volunteers to Obama rallies in Iowa, which he won, in New Hampshire, which he lost, and in South Carolina, which he won.

An October Gallup Poll before the rallies but after her public endorsement of the Illinois freshman senator found her favorable ratings had fallen from 74% to 66% while her unfavorable ratings jumped by more than 50% from 17% to 26%.

When this was noted in an April Ticket item, hundreds of female commenters, many clearly supporting the Democratic candidacy of Sen. Hillary Clinton, left angry comments about Winfrey's....

...failure to support the first serious White House candidacy of a female. They also seemed angered over her public advocating of new-age spiritualism, including among her book club choices.

Now come new TV ratings showing that her daytime audience, which is still the largest and was nearly 9 million at its height in 2004-05, has fallen for the third straight year, to 7.8 million a year ago and now down further to 7.3 million.

Her monthly publication, "O, The Oprah Magazine," has also lost 10% of its circulation in the last three years, according to a New York Times story. And a new editor is being sought.

Officials of billionaire Winfrey's company, Harpo Productions, profess no concern over the dip in numbers. They say daytime audiences have generally declined and her audience is still about one-third larger than the No. 2 daytime program, "Dr. Phil." Many Ticket commenters also said they had switched their viewing habits to "The Ellen DeGeneres Show."

Figures also show that Winfrey has lost about 25% of her female audience between ages 25 and 54 in the last 36 months.

Harpo sources point to last winter's opening success of Oprah's ABC reality philanthropy show, "Oprah's Big Give," which drew more viewers than all shows but "American Idol." However, the "Give" audience fell by almost 33% in its next seven weeks.

And Winfrey decided to discontinue production of the program.

Next up: Winfrey's own cable channel called, of course, OWN: The Oprah Winfrey Network, a joint endeavor with the Discovery Channel.

--Andrew Malcolm

Photo Credit:  Newsday

Comments

[mary saunders]

I't about time Oprah come down from her high horsr! I use to love her show, But now i can't even stand her talking , She should have never sised with a unknown lie Obama, Oprah has turned her back on all women and showed her true colors when she sised with Obama! Shame on her!

[mary saunders]

Oprah is at fault for her lowering ratings, She Hurt all the women who have tried for so long to be heard with respect, I do not watch her show any more ,I am ashamed i ever did!

[KWinn]

This article is such a joke. I think Oprah's endorsement of Mr. Obama has nothing whatsoever to do with her ratings tumble. She's been on forever so perhaps people are just tired of Oprah. People have been trying to criticize Oprah for years and now that her ratings are dropping a little it warrants an article linking this of course to Obama.

[Benita]

Winfrey has set her self up as a new-age religeous icon where people think they are gods. Her fallibility is now evident. People want something real. They are realizing it is better to seek the Creator and not follow the creation.

[Tom J]

imo the timing of the poll (before the rallies) was important. At the rallies, Oprah made clear that she wasn't (and couldn't and wouldn't) tell people who to support, all she was doing was getting people's attention so they would listen to what Obama had to say. I expect her ratings went up again after that clarification.

And yes, the novelty has worn off daytime talk shows in general over the past three years. Same with newspaper sales, I might add, although I doubt there's a connection. ;-)

[Brian]

We all know what this is about. When America gets a chance to see blacks supporting blacks in full successful view of the greater good. The greater good cringes at this visual marvel of beating the odds. You can win when the odds are in your favor and everything is deemed fine with the world and the quo remains status. It's when the view isn't so clear, black, proud, wealthy, intelligent, attractive...things that the greater good doesn't necessarily want or have to associate with black....that's when support starts to wane, fears start to encroach, resentment sets in...a backlash. It's called conditioned behaviour.

[BJ]

Oprah's numbers are "actual" showing her plunge in ratings, whereas Obama's supposed "rise" is just a poll that may, or may not turn out to be real, come November.

If Obama does turn out to be the nominee, I foresee this headline in November:

DEFEAT LOOMS for Democratic presidential candidate, Barack Obama!

Once more, the Democratic party has found a way to lose in its bid for the White House! Charismatic, yet experience-impaired, Barack Obama stumbles badly in his bid for the presidency. Veteran Republican candidate John McCain surges to the lead, empowered by votes from Hillary supporters!

[Kap]

Wow, soon people are going to blame Obama for Oprah aging or gaining weight! He must be responsible for that too, right?

The idea that Oprah has betrayed women by not endorsing Hillary is just silly. I'm a woman who will proudly support a female presidential candidate one day, but I'm willing to wait for a female candidate that has more integrity, can beat the opposition, and doesn't make me feel ashamed to be a Democrat.

[Ronald Loui]

I just came from the Chicago Tribune and they were running this same story... hmm... nothing wrong with that, except that I couldn't find anywhere the Tribune was reporting the insidious Trotta/Fox comment.

Oprah's numbers were stumbling before Obama, and Obama's numbers were rising before Oprah. It's good that Oprah found a good way to use her money, time, and influence. But as Ayn Rand wrote in the Fountainhead, the bargain that gives her power is still a flawed one. Popularity should never be substitute for integrity. There is a lesson for journalists there, as Rand's tragic anti-hero was a newspaper owner.

It's something to think about. How will newspapers reach the idealistic young generation that can run circles around media empires? It is a good time for high standards, my friends.

Forget Oprah's loss of old angry pro-Hillary voters. They are fickle, uneducated, and dying as quickly as the young voters are replacing them. As one of the comments at the Chicago version of this story pointed out, Oprah has won the respect of a much wider audience for her efforts. And that may be a fair trade for ten percent of her kneejerk daytime TV audience.

[Ed]

Love how all the Obamaniacs are making absurd excuses for Barry's role in Oprahs' declining ratings. They have no idea what reality is, so it really doesn't surprise me. Today they are TV critics who have no life experience or knowledge. Face reality. Her ratings are down for one reason - Barry. Get over it.

[JS]

To have the decrease in ratings linked to Obamas endorsement, is not only irresponsible but poor journalism.

[Robert Williams]

It is so laughable about Oprah! Instead of coming in twenty-five spaces ahead like a horse race, she comes in fifth. She still beats out everyone. If she was on at Idol time, that would be a race!

[Page]

It's not at all surprising that Oprah's ratings are falling, and I hope that (white) women everywhere stop watching her show and stop buying her magazine, too. After she decided to support a man over a woman for President of the United States, it doesn't surprise me that woman have finally realized that Ophra is nothing more than a racist and could care less for the (white) women who supported her and made her - yes, made her! - what she is today - a billionnaire!! Obama is just another man - he just happens to have more mellon in his skin so he "looks" black - but don't let that fool you - he's still more white than black and he's still all male. And on top of that he has no experience! What a joke! If Black people want a Black president, then choose someone who can do the job, such as Colin Powel. Women want a female president, so we chose someone with the experience and the support to do the job, and that was and is Hillary Clinton. Thanks so much Oprah for your loyalty and support. After years of (white) middle-class women supporting you and making you a Billionaire, this is the thanks we get the first time we get close to the presidency. Go to hell, Ophra and take your boy, Obama, with you.

[MG]

Oprah is the middle-aged equivalent of the Trya Show....their focus is to women of color while courting white females to up the economic demographic for advertisers. The both of them have enough whites/white issues to keep the whole thing going.

[Joe]

"They are fickle, uneducated, and dying as quickly as the young voters are replacing them". Is this based on something other than a wish. Her demographics don't support such nonsense. You obviously haven't a clue about 'the bottom line'. Ask any accountant, particularly Winfrey's, and they will tell you that such a reduction is a great concern. And there HAS been a correlation with the numbers and her support for Obama: she's first and foremost a business woman, and she has not been seen on the campaign trail for weeks now. Let's see if she re-enters the campaign, even during the General election. I don't think so. In which case, once again, popularity trumps integrity.

[Lovelylady]

Oprah is a super control freak. She must control everything and everyone in her presence. Money has clearly gone to her head. She has a message board, in which she dictates, strongly, what the posters write. She treat them like puppets... deleting threads, deleting posts, if she doesn't like them. She created a place where she can tell even more people what to do. The more she gets, the worse she becomes. Oprah, in my opinion, needs to bet out of the public eye. She demean those who go to her site, on her boards, not caring that people are behind those screen names. I don't see why she has message boards, as no one can say what they want. When you post to a thread, you have to wonder if Oprah will like what you wrote, and if your opinion will be there five minutes later. She has become obnoxious and although I don't wish bad things on anyone, I am going to pray that Oprah loses what she has, so she can return to earth. The people made her. They are good enough for her, as long as they are spending money towards her, but she could care less about "regular people." We have created a monster, in Oprah.

[Jaz]

Almost everyone on TV has seen a massive decline in ratings over the last 36 months thanks to competition from the internet. Her show is still far and away the highest rated talk show in syndication. I think that's amazing for a show that's been on for 22 years.

[Ronnie Conrad]

I will never understand why ANYONE would cast a vote because Oprah(for insatnce) or anyone else is doing so. This is silly & dumb & just what politicans love, most of the American public are lead around like dogs on a lease, just looking for someone to tell them what to do, what to say, & how to feel. & when to do it all. Whats more silly? These same people think they are smart & have their own, great decision making skills! Wake up America, your dinner is in your bowl on the floor.....Fido !

[S Hutchison]

O'Reilly, do your research. She has recently launched her new "soul series" and has begun online classes to teach her new-age religion. She sees herself as god, and we know that won't fly!!! I would expect to see her ratings to continue on the downward trend.

[Vance Dillard]

It is not her endoresement alone of Obamah that is causing Oprah trouble. She has turned away from Jesus and God as witnessed in a U-Tube report now available online.
Oprah has turned out not to be what her audience thought she was and this is just the beginning of her ratings decline.

[robin]

Oprah's slide in popularity has more to do with preachers preaching in their pulpits on Sunday morning about the evils of Oprah and her new age beliefs. Now they've got her fans thinking she's some kind of sinister svengali.

[WandaC]

I enjoy Oprah's show when it isn't in reruns. I believe it is obvious, though, that the average American may be getting tired of being bombarded with so many "talk shows" and need I dare say, "rediculous (phoney) reality shows."
I have observed over the past year or two that Oprah has focused on her relationship with other celebrities and her personal growth and contribution to society more than usual.
I believe she is a powerful influence (good or bad) in the position she has carved out for herself, however Oprah needs to remember: "Where much is given, much is required"!

[David]

This is a joke, seriously. Her ratings were dropping before Obama even thought about being a candidate. How about you news people actually start reporting NEWS and not these pathetic editorials that are on par with a high school newsletter.

[mark s. garza]

I quit watching oprah and boycott products that sponser her because on Martin Luther King day. She had Animal Rights people on there talking about puppy mills. These animal rights groups, Peta, Humane Society of America and others are out to take our civil rights away to own and enjoy our animals. Oprah being a dog lover has fallen into their spell and thinks she is doing good by them.."Oprah do your research" these people don't even like animals, they used your program as a fund raising effort to pay for high price lobbyists and to pay their 6 figure salaries... and for Oprah to do this on Martin Luther King day..the father of civil rights was totally Insane. To be honest if she is that stupid...I hope her show goes under. I am a dog fancier and enjoy showing and traing my dogs.. I can not imagine living life without a pet... it is critical that anyone who loves animals do not support PETA or HSUS. There are good rescue groups, but these Animal Rights Groups are on the FBI's terroist group watch. If you want to help animals give your money to local agencies, take them dog food, toys, blankets, towels, bowls ect, watch giving money...if you must give money put a stipulation in there on what you want it spent on. do not let them use it to lobby washington to get their stupid laws passed. They are passing laws so you can't even cage your pet. Mandatory spay neuter laws before the age of 6 mos. how many beloved pets will die on the opperating
tables.. . WAKE UP AMERICA!!! The time to fight these people and their tactics is today! These people lie, steal, do not believe everything you see on t.v about the puppy mills...everytime they air something like that the funds come pouring in. Keep an open mind when watching.... Pray and ask God to tell you the truth as to what is really going on. This is why I do not watch Oprah anymore!!! The Dog show Fanciers are just now starting to wake up and see their rights disapearing daily..we are getting ready to fight back.... GOD BLESS!

[chris]

The view that Oprah has to support a lying, evil cheat like Billary because she is female is asine. This is America, your forefathers made the rules, and now that a Black man has successfully made it following the rules, you want to change them. All of a sudden people have the right to vote for whomever they want, unless they are female then they are traitors for not supporting Billary. Or if they are Black and support Obama they are presumed to only be doing so based on skin color. You people are so patronizing and hypocritical it is not even funny.