Another popular medium in U.S. television moving into the 1970s was the soap opera, which moved from being a genre watched exclusively by housewives to having a sizable audience of men (who largely watched "The Edge of Night") and college students; the latter audience helped "All My Children" gain a devoted following, as it was on during many universities' traditional "lunch period." In a "TIME" article written about the genre in 1976, it was estimated that as many as 35 million households tuned into at least one soap opera each afternoon, the most popular being "As the World Turns", which routinely grabbed viewing figures of twelve million or higher each day.