Solution: Hook the Tuesday and Thursday viewers of NBC soaps with advertising that would convert them to loyal viewers.
A 30-second spot was produced for each show using a “Movie of the Week” cliffhanger format in order to build interest in the storylines for each show. A separate 30-second spot featured highlights from all four shows. New “stories” were produced each week. Four promotional spots ran in each show every day.
NBC aired four soap operas each day: The Doctors, Another World, Days of Our Lives, and Texas. They consistently placed last in their time slots against the competing shows.
None of the soap operas had a strong, loyal viewership.
Viewership peaked for the NBC soap operas on Tuesdays and Thursdays because all the action on the ABC and CBS soaps was happening on Mondays, Wednesdays, and Fridays.
Problem: The NBC soap opera lineup was trailing behind ABC and CBS in the television ratings.
