Channel 10 Programs Ruled ‘Sweeps’ Period
By Tim Feran, The Columbus Dispatch, Ohio
Mar. 2–WBNS-TV (Channel 10) swept the February “sweeps.”
During the past month, the CBS affiliate ranked first with every local newscast as well as during prime-time hours, for late-night shows and during almost every daytime slot.
The four weeks of Nielsen ratings, surveying viewer preferences from Feb. 1 through Wednesday, carry weight because they help set local advertising rates.
Channel 10, which is owned by the same corporate parent as The Dispatch, hadn’t turned in a performance so dominant in almost a decade, said Frank Willson, director of operations.
“This was the highest-rated 6 p.m. newscast since November 1999, the highest-rated 11 p.m. newscast since May 1998 and the highest-rated 6 a.m. newscast ever,” he said.
The list of Channel 10 winners essentially covered the programming day: Live With Regis and Kelly, Dr. Phil, The Price Is Right, the CBS soap operas, The Oprah Winfrey Show, Jeopardy! Wheel of Fortune, Late Show With David Letterman and The Late Late Show With Craig Ferguson.
The exceptions were few: During the 8 a.m. hour, for example, Today on NBC beat The Early Show on CBS. And, with Saturday and Sunday prime-time ratings excluded, American Idol powered Fox programming on WTTE-TV (Channel 28) to a weeknight victory.
In addition to the presence of Idol, the February sweeps were notable for events such as the Super Bowl, the Academy Awards and the Grammys, along with rapidly changing winter weather.
“Weather and high-profile specials really drove viewing levels this past month,” said Craig Robinson, president and general manager of WCMH-TV (Channel 4).
Newscasts on the NBC affiliate placed a strong second throughout much of the day, as did late-night stars Jay Leno and Conan O’Brien. The struggling primetime lineup, however, didn’t do Channel 4 many favors with its No. 4 finish.
Meanwhile, the combined operation of WSYX-TV (Channel 6) and WTTE-TV (Channel 28) came up roses for the latter, the Fox affiliate — whose 10 p.m. newscast did well enough to qualify as No. 2 among the late-evening news crowd.
Channel 28 also enjoyed the primetime success of Idol, House and 24.
During the day, The View on ABC handed a strong second to Channel 6 — as did Judge Mathis to Channel 28.
“Obviously we’re very excited, particularly about what’s happening on Fox 28, finishing in second place in late news,” said Lyn Tolan, news director. “Those numbers were record-setting.”
Nationally, CBS placed first in total viewers and adults 25 to 54; and a close second in adults 18 to 49, with Fox drawing the most.
Demographic breakdowns for the Columbus market will arrive in the next week or so.
The big Nielsen story nationally from the sweeps involved the networknewscast ratings.
ABC World News with Charles Gibson finished No. 1 in total viewers and with its target audience of ages 25 to 54 for the first time since November 1996.
It was followed by NBC Nightly News with Brian Williams — falling out of first place during a major sweeps month (February, May or November) for the first time since November 2001 — and CBS Evening News with Katie Couric.
In central Ohio, the order was reversed: Couric beat Williams and Gibson.
tferan@dispatch.com
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Copyright (c) 2007, The Columbus Dispatch, Ohio
Distributed by McClatchy-Tribune Business News.
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