Why Did The Guiding Light Daytime Television Soap End?

Reasons for Cancellation

The cancellation of "The Guiding Light" (often abbreviated as GL or simply "The Guiding Light") had several significant reasons. The production company, Procter Gamble (PG), decided to exit the business of producing soap operas, making the decision to cancel "The Guiding Light" a matter of economic and strategic importance.

Procter Gamble's Decision

Procter Gamble, the production company behind "The Guiding Light," had a long history of sponsoring numerous soap operas, including "Guiding Light," "As The World Turns," and "Another World." However, by the early 1990s, it became clear that the production of these shows was no longer profitable. This change was multifaceted and involved both internal and external factors.

Market Place Changes

The market for daytime television shows was drastically changing during this period. For soap operas, several factors contributed to their decline:

Changing Labor Market: In the 1950s through the 1980s, soap operas had stable ratings and were profitable. However, the entry of more women into the workforce meant fewer viewers were available for the traditionally home-based audience. Technology Advancement: The rise of cable television and the increasing use of digital video recorders (DVRs) over videocassette recorders (VCRs) meant that viewers could watch shows at their own convenience, leading to lower live viewer numbers and subsequently lower advertising revenue. Emergence of Reality TV: Reality TV became more popular and was significantly less expensive to produce compared to soap operas. Reality TV shows were easier to produce, had smaller cast salaries, and required less overhead due to the nature of such productions.

Specific Ratings Data

To illustrate the precipitous drop in ratings, consider the following data for "The Guiding Light":

Mid-1980s: 1985-1986 season - 7.8 rating in demographics 1995-1996 season - 4.0 rating in demographics 2005-2006 season - 2.2 rating in demographics 2008-2009 final season - 1.6 rating in demographics

Similar trends were observed for other soaps, such as "As The World Turns" and "General Hospital." For example:

"As The World Turns": 1985-1986 season - 6.7 rating in demographics 1995-1996 season - 4.5 rating in demographics 2005-2006 season - 2.6 rating in demographics 2009-2010 final season - 1.8 rating in demographics

Network Strategies and Attempts to Save

While ratings were dropping, CBS made creative efforts to save "The Guiding Light" by reducing the production budget and changing the format. By removing the traditional mounted cameras and in-studio sets, they attempted to bring a fresh perspective. These changes, however, did not have the desired impact on viewership. In the 2006-2007 season, the show netted a 2.1 rating, followed by 1.8 in the 2007-2008 season and 1.6 in the final season of 2008-2009.

Furthermore, the success of soap operas in the 1960s through the 1980s ironically contributed to their decline. The success of these shows meant that they were overexposed, and any popular show was expected to experience a decline at some point. The OJ Simpson trial was a significant factor in this decline, as all soap operas saw a drop in ratings during and after the event.

Conclusion

The cancellation of "The Guiding Light" was due to a combination of market changes and declining ratings. Procter Gamble, eager to reallocate resources to more profitable ventures, made the strategic decision to discontinue production of these shows. The cash-strapped production company could no longer justify the financial burden of maintaining such shows in an era dominated by more cost-effective and popular media formats.