Sand will continue running through the hourglass at Days of our Lives for at least another year. NBC has officially picked up the soap for another season, taking it through September 2017.
Deadline was the first to report news of the renewal. According to their report, the pickup will take the long running series through its 51st season, with an option for an additional year.
“NBC is incredibly proud of the legacy of ‘Days of our Lives’ and we couldn’t be more excited to brings its fans new stories for the 51st season,” said Jennifer Salke, President, NBC Entertainment. “In a business where having a show remain on the air for two seasons is considered a success, what ‘Days’ has achieved is extraordinary.”
Days of our Lives’ renewal has been a source of consternation for fans for years. Since 2002, the industry has seen its numbers dwindle over the years with six soaps ceasing production after being canceled by the networks (Port Charles in 2002, Passions in 2007, Guiding Light in 2009, As the World Turns in 2010 and All My Children and One Life to Live in 2011). It didn’t help matters when, in 2007, former NBC Entertainment President Jeff Zucker openly remarked Days was unlikely to continue past 2009.
In January, NBC Entertainment Chairman Robert Greenblatt told TVLine, “We’re happy with where Days was this year. We have a negotiating period that starts in February.”
In the same article, Salke said she was optimistic about renewal. “We’ve been really happy with the show. I’ve been over there seeing Ken [Corday, executive producer] and the team and the new writers. They’re an incredible group and we love the show. They got a [ratings] bump in the fall for their 50th anniversary. There’s a creative resurgence and exciting storytelling going on right now.”
So far this season, Days of our Lives is averaging a 0.90 rating, 6 share in women 18-49 and 2.901 million viewers overall in “most current” ratings from Nielsen Media Research. Through the first five weeks of the current quarter, Days has grown to a 0.93 rating, 6 share in women 18-49, up +6% versus its 0.88 for the same period last year, and 2.993 million viewers overall, up +15% versus its 2.601 million for the same weeks last year.
Days of our Lives has garnered 43 Daytime Emmy Awards, including 2015’s Outstanding Daytime Drama, and numerous nominations, as well as multiple People’s Choice Awards, GLAAD Media Awards, and Prism Awards. The show airs nationally on NBC in the United States and in more than 25 countries internationally.
The success of the series derives from its consistent commitment to excellence in writing and storytelling — supported by a diverse ensemble of performers — and its uncanny knack for anticipating viewer interests. With its mix of classic genre traditions and groundbreaking narratives reflecting modern life, Days of our Lives remains a perennial favorite among viewers of all ages.
Days of our Lives is produced by Corday Productions Inc. in association with Sony Pictures Television. Ken Corday is executive producer, with co-executive producers Greg Meng and Albert Alarr. Dena Higley and Josh Griffith are the head writing team.