We are still watching the local TV news, but with spring here at last, it appears we'd rather be outside.
The most recent Nielsen Co. book closed May 21 and in general, ratings were down from the last sweeps period, which ended Feb. 26. That last sweeps included the Olympics as well as daily doses of Snowmageddon hysteria, so the drop is understandable.
Compared with this time last year, however, figures for the Big 3 were generally higher. KDKA in particular made inroads in the morning newscasts, although WTAE still leads at 4:30, 5 and 6 a.m. in household ratings, which represents a popularity percentage of the roughly 1.1 million TV households in Pittsburgh's market. KDKA was first at noon, 5, 6 and 11 p.m.
WTAE was second in households at noon, 5, 6 and 11 p.m. WPXI, which led households during the Olympics at the results-heavy 6 and 11 p.m. slots, dropped to third this time. It still maintained a bump in the key 25-54 age demographic, however, pulling a second-best 2.5 rating and 10 percent share at 6 p.m. and top marks of 3.5 and 10 at 11 p.m. Each point in the 25-54 demographic rating represents 10,860 people.
Maria Scuillo: firstname.lastname@example.org or 412-263-1478 or @MariaSciulloPG.