Local TV November sweeps ratings; Jay Leno helps, Dr. Phil hurts WTSP-Ch. 10
Folks there were excited because they notched an important win scoring top ratings among adults 25 to 54 at 11 p.m., helped by the way the sagging Jay Leno Show pulled down rival WFLA-Ch. 8.
Unfortunately, that success story has a shadow; WTSP is struggling in many other time periods among those same key viewers, with their 5 p.m. and 6 p.m. newscasts in last place behind seven stations, including entertainment programming and cable newschannel Bay News 9.
It seems WTSP's decision to move Dr. Phil out of 5 p.m. in May hurt ratings, with the 5 p.m. newscast and 5:30 p.m. broadcast of Inside Edition down 62 percent and 60 percent from 2008 among adults 25 to 54, respectively.
Looking just at figures for adults ages 25 to 54, which advertisers prize, you also see the World Series helping WTVT-Ch. 13 in prime time and WFLA losing just one-tenth of a ratings point in mornings from 2008, despite the departure this year of longtime anchor Bill Ratliff. Morning is where Bay News 9 does best, scoring ratings ahead of WFTS-Ch. 28 and WTSP at 6 a.m.
And though Jay Leno pulled down ratings at 10 p.m. by 33 percent from 2008, WFLA only saw a 4 percent drop in their 11 p.m. numbers -- indicating late night news viewership for them is less affected by lead-in audience than you might expect.
Here's a few numbers, all in adults 25 to 54, provided by WTSP. The first number is the rating (percentage of homes with TV) the second number is the share (percentage of homes watching TV at that moment).
5 p.m. to 5:30 p.m.:
WTOG-Ch. 44 (CW) 0.4/1.5
WTTA-Ch. 38 (MyNetwork) 1.2/5.0
WMOR-Ch. 32 (Independent) 0.8/4.3
5:30 p.m. to 6 p.m.:
WTSP (Inside Edition) 0.4/1.4
6 p.m. newscasts:
Prime Time, 7 p.m. to 11 p.m., Monday through Saturday:
WTSP (CBS) 3.7/9.3
WTVT (Fox) 3.0/7.6
WFTS (ABC) 2.1/5.3
WFLA (NBC) 1.8/4.7
WTOG (CW) 1.0/2.7