Viewership up for early newscasts; KDKA still dominates later in day

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Presidential races have a way of driving people to television news, which explains a bit, but not all the gains made by three local stations.

Nielsen figures for the latest sweeps period (Oct. 25-Nov. 21) -- compared with one year ago -- showed overall growth in household ratings.

PG graphic: TV news ratings, Nov. 2012
(Click image for larger version)

Ratings released last week by The Nielsen Co. include household ratings that reflect a measure of popularity and demographic ratings that are the basis for setting advertising rates. TV commercials are generally sold on demos, which can be sliced and diced in assorted ways (men, women, age, income), but viewers ages 25-54 make up one of the key demos used to sell a newscast.

Growth also was seen in the morning broadcasts. In the demographic, which represents a percentage of persons ages 25-54, there were some big gains. At 4:30 a.m. WTAE jumped from a 0.7 rating (percentage of TV households) and 6 share (percentage of sets in use) to 1.5 and 12.

At 6 a.m., growth was even more dramatic: WTAE went from 3.4/20 to 4.1/24.

In households, WTAE had declining figures at 5, 6 and 11 p.m., and in demos at noon and 5 p.m. At 4 p.m., "Dr. Oz" continues to falter against KDKA news and "Judge Judy" on WPXI.

WPXI came out on top in the 6 p.m. broadcast, holding steady for a 3.3 rating/12 share in the 25-54 demographic. The NBC affiliate is nearing a decision on replacing former news director Mike Goldrick, who left the station in October. Mr. Goldrick started his new job as vice president of news for NBC4 (WRC) in Washington, D.C., Monday.

KDKA continued to gain in households at 4:30 a.m., 5 a.m., noon, 4, 6 and 11 p.m. and was first from noon on. It finished first in adults 25-54 at noon, 4, 5 and 11.

At 10 p.m., considering the first half-hour of head-to-head news, KDKA's WPCW broadcast gained ground on the Channel 11 news on WPGH, which maintains a narrowing lead in the time slot.


Maria Sciullo: or 412-263-1478 or @MariaSciulloPG. First Published November 28, 2012 12:00 AM


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