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Regis and Kelly on an Upswing

Buena Vista Television's Live With Regis and Kelly
continues to grow, closing out May sweeps with ratings up 9% over the year-ago period.

The show, in its 16th year (co-hosted by either Kathie Lee Gifford or Kelly Ripa), finished May with a 3.8 national household rating. It did even better in daytime's key female demos, jumping 27% in women 18-34, 16% in women 18-49 and 19% in women 25-54.

The show's ratings were likely helped by the return of Ripa after two months off for maternity leave, and the giveaway of a house. Millions submitted entries.

Live With Regis and Kelly
also performed well for stations, which continue to air it mostly at 9 a.m. Among women 18-34, the show's share jumped 50% from its lead-in. Live's share boosts its lead-in among women 18-49 by 25% and by 17% among women 25-54, says Lloyd Komesar, executive vice president of strategic research for BVT.

Live
also increases its share over the show that follows it by 50% in women 18-34, 33% in women 18-49 and 31% in 25-54, Komesar says.

Because of the lead-in and lead-out bump, the show gives stations classic tent-pole viewing. "This is a program that remains appointment TV," Komesar says.

The show's enduring popularity has led Gannett-owned NBC affiliate KPNX-TV Phoenix to move the show to 4 p.m., the only station in the country where it airs in early access.

KPNX-TV has moved its schedule around a good deal this season, starting out the year with a double run of Sony's Pyramid in the time slot and then adding Litton's Ask Rita
and one episode of Pyramid
in February. In May, KPNX-TV had NBC Enterprises' The John Walsh Show
airing at 4 p.m., but now the station has moved Walsh
back to 10 a.m. and pushed Live
to 4 p.m.

"We are supportive of the station's move, and we hope it works," Komesar says. "I would love to see the show as an early-fringe player and a news lead-in."

Contributing editor Paige Albiniak has been covering the business of television for nearly 25 years. She is a longtime contributor to Next TV, Broadcasting + Cable and Multichannel News. She concurrently serves as editorial director for entertainment marketing association Promax. She has written for such publications as TVNewsCheck, The New York Post, Variety, CBS Watch and more. Albiniak was B+C’s Los Angeles bureau chief from September 2002 to 2004, and an associate editor covering Congress and lobbying for the magazine in Washington, D.C., from January 1997-September 2002.