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Daytime 'Martha' Fits In for Second Season

(Posted December 15, 2005 by Leah Yoakum)

The Martha Stewart prime-time experiment didn't exactly light up the Nielsens this fall and will be coming to an end in a couple of weeks. Her daytime TV comeback, however, looks to be in better shape.

The syndicated "Martha" will return for a second season in fall 2006, with the show already sold in more than 90 percent of the country for next year. The live-audience how-to show is a long way from challenging daytime titans like "The Oprah Winfrey Show" and "Dr. Phil," but it's coming off a decent performance in November sweeps where it improved ratings over last year in 17 of the top 20 markets.

"Martha" was the top new daytime show in November sweeps, averaging a 1.9 household rating to top "Judge Alex" (1.7) and "The Tyra Banks Show" (1.3). Stewart's show improved ratings by an average of 10 percent over what stations aired in its time period last November.

The pickup of "Martha" stands in contrast to the Stewart-fronted version of "The Apprentice," which has fizzled in primetime and won't be back for a second go-round. The show, which has averaged only 6.6 million viewers per week, will have its finale Wednesday, Dec. 21.

Source: Zap2it

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