Monday, June 20, 2005
Last week, FWMN guest blogger Vince Robinson discussed the most recent local news ratings and how WPTA/WISE spun the results. Now FW Business Weekly's Derrick Gingery weighs in with a detailed account and analysis of the May 2005 sweeps. Here's the most interesting portion:
The ratings appear to show viewers reacted negatively against WPTA after the WISE layoffs.UPDATE: MediaWatch (on one of its many blogs) discusses an attempt at tackling the ratings:
“Oprah Winfrey,” one of the highest-rated shows in Fort Wayne in any time slot, airs on WPTA just before the 5 p.m. newscast. Oprah received a 10.8 rating, but “21 Alive Newsroom at 5” garnered a 7.8, meaning many viewers changed the channel after Oprah.
WANE showed “Judge Joe” and “Judge Judy” in the hour slot before its 5 p.m. newscast. The shows received a 5.1 rating, but the figure jumped to 9.0 for the WANE 5 p.m. news. During the February ratings period, the same pattern occurred, but the WPTA newscast rating only decreased 0.1 point.
“That surprised us,” [WANE station manager Alan] Riebe said. “We’ve always been working to catch that audience. We simply don’t have the Oprah lead-in.”
JG's Steve Penhollow made a valiant try at explaining the May 2005 Nielsen ratings for the local television stations in Sunday's edition of his paper [6/19, Metro, Page 1C].Media Note: here's a link to the actual story in question, as [6/19, Metro, Page 1C] doesn't help much. (Apparently they don't read FW Business Weekly or know how to link over there.)
But the situation is so convoluted that even the astute Mr. Penhollow was flummoxed by the numbers (and WANE/WPTA spin).
(WANE was Number One overall, but WPTA did well in those demogaphics that advertisers like. WISE33 is a meaningless side-bar at this point. See above.)