Remember
Many daytime soaps got their start on radio, then moved on to television as it gradually replaced the former as the new in home entertainment medium.
The primary reason for these programs was to promote and sell household goods, products and appliances which is where the term "soap operas" comes from. Nearly all the soap opera greats were originally sponsored by household soap/detergent/cleaning product makers such as Lever Bros and P&G.
Yes, times have changed, and while many women have gone into the workforce, those staying at home are just as likely to be on the Web or listening to their IPod or some other modern thing than sitting down watching the boob tube for hours. Many women had these programs (both radio and television)on in the background as they did housework/cooking for "noise".
Again, when the queen of daytime television (Oprah)gives up the ghost, you know something is going on.