Thursday, Jun 21, 2018
One of America's Great Newspapers ~ Toledo, Ohio


Once again Ch. 13 ruled the mornings in November

WTVG-TV splits with Ch. 11 in most other areas

Nielsen's November numbers are in for the local weekday newscasts, and the results were predictably anti-climactic: WTVG-TV, Channel 13, wins the mornings and splits with WTOL-TV, Channel 11, on almost everything else.

Channel 13 continues its domination of the a.m. newscasts in the coveted 25-54 age demographic and in total number of viewers 2 years of age or older, according to Nielsen Media Research Co. The ABC affiliate was watched by an average of 7,500 viewers aged 25 to 54 between 5 and 6 a.m. and 19,000 viewers in the same demographic between 6 to 7 a.m. In total viewership, Channel 13 was watched by an average of 13,500 northwest Ohio residents between 5 to 6 a.m. and 30,000 between 6 to 7 a.m.

In the same key 25-to-54 advertising demographic, Channel 11 was watched by 3,500 viewers from 5 to 6 a.m. and 9,000 viewers from 6 to 7 a.m. The CBS affiliate was watched by an average of 8,000 total viewers between 5 to 6 a.m. and 21,000 between 6 to 7 a.m. WNWO-TV, Channel 24, finished a distant third in the morning ratings. The NBC affiliate was watched by an average of 1,000 viewers aged 25-54 from 5 to 6 a.m., and 2,000 total viewers in the same time period. Nielsen did not record enough viewership in Channel 24's 6 to 7 a.m. newscast in either the 25-to-54 demographic or in total viewers to measure.

WTOL won the half-hour noon newscast outright with 11,000 in the 25-to-54 demographic and 40,000 in total viewers, with WTVG attracting 9,000 and 32,000 viewers in the same ratings categories. Channel 11 was also the favorite among area residents for the 5 to 6, 6 to 6:30, and 11 to 11:30 p.m. newscasts, with 53,000, 68,000, and 48,000 total viewers, respectively. WTVG was watched by 36,000, 64,000, and 42,000 in the same time periods among all age groups, but beat WTOL at 5 to 6 and 6 to 6:30 p.m. in the 25-to-54 demographic with 14,500 and 24,000 viewers, respectively, compared to 13,000 and 16,000. The stations' 11 p.m. newscasts were tied in the 25-to-54 demographic with 14,000 each.

WNWO, which competes with WTOL and WTVG at 6 and 11 p.m., was watched by an average of 2,000 and 1,000 viewers aged 25 to 54, and 5,000 and 4,000 total viewers at 6 and 11 p.m.

November also marked the first major ratings period since WUPW-TV, Channel 36, launched a two-hour block of local news in early September. The Fox affiliate merged newsrooms with Channel 11 in April as part of an agreement between American Spirit Media, the new owner of WUPW, and Raycom Media, owners and operators of WTOL.

The 7 to 8 a.m. newscasts, which do not compete with any local news programming, were watched by 2,000 viewers in the 25-to-54 demographic, and 5,000 total viewers. The station's second hour of news, though, saw an audience dip, with 1,000 viewers 25 to 54 and 4,000 total viewers. The station's 6:30 to 7 p.m. newscast was watched by 2,000 viewers in the key demographic, and 3,000 overall, while its 10 to 11 p.m. newscast was watched by 6,000 and 14,000 among 25-to-54 and total viewers. Neither newscast competes with other local news programming. In a year-to-year comparison of the station's newscasts, WUPW's numbers remained the same at 6:30 p.m. among viewers 25 to 54, with an increase of 1,000 among total viewership. Its hourlong 10 p.m. newscast, however, lost 3,000 viewers 25 to 54 and 2,000 total.

WTOL, which has the area's only 9 to 10 a.m. newscast, was watched by 17,000 total viewers, 6,000 of whom were in the 25-to-54 demographic. That's a total increase of 3,000 viewers from November, 2011, but a drop in 5,000 viewers 25 to 54.

Both news directors for Channel 13 and Channels 11 lauded their stations' favorable demographic trends among area viewers, and claimed ratings victory for the November sweeps.

Contact Kirk Baird at: kbaird@theblade.comor 419-724-6734.

Click to comment

Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem?

Temporibus autem quibusdam et aut officiis debitis aut rerum necessitatibus saepe eveniet.

Copyright © 2018 Toledo Blade

To Top

Fetching stories…