Wednesday, June 22, 2005

Ratings As We Know Them

We haven't come across a lot of ratings info, but based on tidbits provided to us by an assortment of friendly contacts, here's what we think we know:
  • 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.

  • WOWT also won the morning show battle for the 25-54 year old set (the group coveted by advertisers and whose numbers drive ad sales), despite the mid-book departure of Trey Jones. This seems to confirm two of our hunches: that 6's Malorie Maddox pulls viewers in, and that 7's Elictia "Omarosa" Hammond drives them away.

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

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

  • At 5 p.m., KETV won the 25-54 audience.
  • More good news for KM3: the station's 5 p.m. numbers were up a whopping 37 percent, leading us to theorize that (a) viewers are catching on to Channel 3's hype-free format, (b) previous ratings were, indeed, artificially low due to small sample sizes, (c) viewers are too lazy to change the channel after watching Oprah, or (d) there's some other explanation.

  • KETV also won the 6 p.m. contest for viewers 25-54, suggesting that evening viewers turned to Channel 6 not for news or to find out "what's going around," but to gawk at the spectacle of Queen Pat's departure, in the same way that they might stop in traffic to watch some idiot pounding his car with a sledge hammer.
We would be remiss if we did not note, again, that Channel 3 garnered its numbers without the stunt stories and "investigations" trotted out by the other stations, and also that Channel 7 was the only station not running some sort of contest or giveaway during the May ratings period.

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