Friday, June 24, 2005

More Complete, Live, Local, Late-Breaking, Clear, Accurate, To-the-Point Prime Coverage...of Ratings

Thanks to an alert and helpful reader, here are more precise numbers from the May sweeps. Let's compare the actual numbers with what we said in our first and second posts:

What we wrote:

WOWT's decision to milk Pat Persaud's departure and the giveaway of a few stray Paul McCartney tickets for ratings paid off; viewers turned out in droves to watch Pat salute herself, giving Channel 6's 10 p.m. newscast a clear win in its time period.

The Numbers:
10 PM, Total Households
WOWT: 16.9
KETV: 11.1
KMTV: 6.4
Furthermore, according to Sean Weide's column, "Persaud’s last night on the air drew a 25 rating, seven points higher than a normal 10 o’clock newscast."

Bottom Line: OMAnews Got It RIGHT

What we wrote:

WOWT also won the morning show battle. . . despite the mid-book departure of Trey Jones.

The Numbers:
5-6 AM, Total Households
WOWT 2.3
KETV 2.3
KMTV 1.0

6-7 AM, Total Households
WOWT 6.4
KETV 5.2
KMTV 1.6

Bottom Line: OMAnews Got It RIGHT


What We Wrote:

In the midday race, KMTV trounced the other two stations' efforts, which air a half-hour earlier than Channel 3's.

The Numbers:
Midday, Total Households
KMTV 4.4
WOWT 3.3
KETV 1.7

Bottom Line: OMAnews Got It RIGHT


What we wrote:

In total viewers over the course of the day, KMTV's numbers were up a bit.

The Numbers:
KMTV Rating, Total Households, All Newscasts February: 20.8
KMTV Rating, Total Households, All Newscasts May: 18.2

Bottom Line: OMAnews Got It WRONG


What we wrote:

More good news for KM3: the station's 5 p.m. numbers were up a whopping 37 percent.

The Numbers:
KMTV February Total Households, 5 PM: 3.9
KMTV May Total Households, 5 PM: 4.8
Increase: 23%

Bottom Line: OMAnews Got It WRONG


What we wrote:

At 5 p.m., KETV won the 25-54 audience.

The Numbers:
5 PM, Viewers 25-54
KETV 4.4
WOWT 3.8
KMTV 2.1

Bottom Line: OMAnews Got It RIGHT


What we wrote:

KETV also won the 6 p.m. contest for viewers 25-54.

The Numbers:
6 PM, Viewers 25-54
KETV 5.4
WOWT 5.3

Bottom Line: OMAnews Got It RIGHT


Five right, two wrong, for an average of .714. Our goal is perfection, so it's hardly a satisfying record. On the other hand, it's not like we were wildly off-base on any of these. We'll keep on keepin' on and try to do better in the future.

1 comment:

runbluffsrun said...

Two of your WRONGS both listed the February book as a benchmark. If you looked a little closer you'd notice how terribly off the numbers for February '04 were, so I'd say any inferences made using the February book would be WRONG. Don't take it so hard, its not your fault.

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