12:32pm PT by Michael O'Connell
TV Ratings: 'The View' Falls Below 'The Talk' for the First Time
The on-air fallout from all of the big changes at The View did not translate to ratings last week. In fact, the first week of live telecasts since news of Sherri Shepherd's and Jenny McCarthy's impending departures brought The View's first-ever loss to CBS competitor The Talk.
ABC's daytime panel fell 60,000 viewers shy of The Talk in the women 25-to-54 demographic — 667,000 compared with 606,000. It's a first for the 4-year-old series, launching in 2010 with The View as a clear inspiration.
The Talk's all-female panel, which gets a summer lift from Julie Chen's added exposure hosting Big Brother three nights a week, also won among women 18-to-49. Both are feats that might not be easily duplicated in the immediate future, but given both show's ratings trajectories, it's not a huge surprise.
Total viewership still was in The View's favor for the week of July 7. The show averaged 2.82 million compared with The Talk's 2.66 million.
Still, its a blow for The View for the demo loss to come at this turning point for the series. Throughout the steady ratings drops and the high-profile exits — Elisabeth Hasselbeck and Joy Behar last summer, Barbara Walters just a few months ago — The View has at least had the distinction of being No. 1 in its microgenre of female-fronted panels.