i’m glad you brought this up. How quickly did Feud’s fortunes drop to going from the expansion to one hour, concurrent with the bank building to whoops, we’re out of daytime, then syndicated run expands and it craters to gone completely in 1995? Or was it more of a slow burn?
The quick recap of the daytime ratings for Feud: when slotted at 10 AM, it outperformed most things during that hour on CBS and NBC (ABC had ceded the time to the affiliates already). It took a while for Feud to better Classic Concentration's numbers at 10:30, but it eventually did. Feud's partners during that time -- Card Sharks, Now You See It and Wheel of Fortune -- couldn't keep up. (Though it bears mentioning, ratings for everything aren't what they were in the mid-'80s.)
In 1991, Wheel moved back to NBC, and Feud moved to 10:30 to make room for
a Barbara DeAngelis talk show at 10 (discussed here in a tandem article with NBC's "A Closer Look"). In her brief time on the air, Barbara averaged less than a 10 share, while Wheel won the slot. For one month after she was gone, CBS tried airing celebrity episodes of Feud at 10, and they did respectable numbers. I never knew that. When CBS put Designing Women reruns in that slot, they eventually beat Wheel, but the clearances kept slipping. Feud was clearly better for the network at 10 than it was with an unrelated lead-in. The logic to go to an hour was sound, especially if anyone brought up the earlier back-to-back episode experiment.
At the beginning, clearances for the first half hour and second half hour of Family Feud Challenge were 65% and 76% respectively. By the end, 52 (!!) and 65. So I think Feud's expansion may have worked...IF more affiliates carried the whole thing. Instead, my guess is that it continued the pattern of 10 AM being a crater, though now filled with local offerings instead of national ones.
-Jason