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May sweeps ratings: Local news race tightens as WTVT-Ch. 13 dips and WFTS-Ch. 28 grows

abc-action-news-300x177.jpgThanks to some rising competitors, the local TV news race may be close at it has been in some time, with area powerhouses WFLA-Ch. 8 and WTVT-Ch. 13 challenged by WFTS-Ch. 28 in several key time periods.

These observations come from looking at ratings for May's "sweeps" period among viewers aged 25 to 54, the key consumer group most local TV stations sell to advertisers. It may look nice to talk about your household ratings -- at WTSP did in a press release about its sweeps performance-- but the number which earns the station money is connected to the 25 to 54 viewers.

Among those numbers, WFTS edged ahead of WTSP at 11 p.m., despite a 20 percent drop from the year before. Indeed, every 11 p.m. newscast was down a bit from the year before, excepting fifth-place Bay News 9.

wfla-logo3.jpgWFTS also saw strong results at 5 p.m., 5:30 p.m. and 6 p.m., where it either placed second or tied for first place; usually a spot occupied by NBC affiliate WFLA. That's also notable because every news station may lose viewership to an ABC affiliate in Sarasota (no other network has a secondary affiliate in that town, which is technically part of the Tampa/St. Petersburg TV market.)

WFLA has seen its morning show continue its strong ratings; at 5 a.m. and 6 a.m. Fox station WTVT still comes out on top, but it has lost ground from the year before, along with last place WTSP.

At 4 p.m., the successors to Oprah Winfrey have had a tough time maintaining her legacy, as Dr. Phil on WTVT placed third (despite seeing a significant increase in ratings from last year) and Dr. Oz on WFLA placed fourth behind Judge Judy on WTVT and Ellen on WFTS.

wtvt-logo.jpg5 a.m. to 6 a.m. newscasts:
WTVT-Ch. 13 (Fox 13)                                        0.8  
WFLA-Ch. 8 (Newschannel 8)             0.7
WFTD-Ch. 28 (ABC Action News)        0.7
Bay News 9   (BN9)                            0.7

WTSP-Ch. 10 (10 News)                     0.2

6 a.m. to 7 a.m. newscasts:
WTVT-Ch. 13 (Fox 13)                                  1.8  
WFLA                                              1.5
BN9                                                1.3
WFTS                                              1.1
WTSP                                              0.5


10news-logo.jpg7 a.m. to 9 a.m.:
Good Day Tampa Bay (Fox 13)                  1.7  
Today show  (Newschannel 8)       1.7
Bay News 9                                   1.0
Good Morning America (ABC)         1.0
Early Show  (10 News)                  0.4


4 p.m. to 5 p.m.:
Judge Judy (Fox)                             1.4   
Ellen         (ABC)                   1.2
Dr. Phil      (CBS)                    0.9
Dr. Oz        (NBC)                   0.7
BN9                                       0.4


5 p.m. to 5:30 p.m. newscasts:
WTVT                        1.7
WFTS                 1.4
WFLA                 1.0
WTSP                 0.5

BN9                    0.4


baynews9logo.jpg5:30 p.m. to 6 p.m. newscasts:
WTVT                    1.7
WFTS              1.7
WFLA              1.3

BN9                 0.6

WTSP              0.5

6 p.m. newscasts:
WTVT            1.8

WFLA        1.7

WFTS        1.7
WTSP        0.8

BN9           0.8

Prime Time, 8 p.m. to 11 p.m., Monday through Saturday, 7-11 p.m. Sunday:
WTVT    (FOX)      3.4  
WFTS  (ABC)    2.7
WTSP  (CBS)    2.4

WFLA  (NBC)    2.1
WTOG (CW)     0.6

11 p.m. newscasts:

WFTS                  1.6
WTSP           1.5

WTVT            1.3

WFLA            1.3

BN9               0.7


[Last modified: Monday, June 4, 2012 6:52pm]


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