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November sweeps ratings: Fox 13 dominates key viewers, but ABC Action News comes on strong



people20meter-new.jpgThanks to technology upgrades, local TV stations have had daily, detailed reports on viewership for years. So it's more than a little quaint to note how area stations still amp up efforts for the "sweeps" periods, when The Nielsen Co. once collected ratings data to help set advertising rates.

Regardless of the reason, stations still use sweeps performance as a convenient benchmark for success. So it's worth noting that Tampa Fox station WTVT-Ch. 13 once again emerged on top in mornings and early evening newscasts during November's sweeps rating period in key viewers, though its ratings saw a slight erosion from year-ago levels. Because there's so many figures available, I will talk about ratings for viewers aged 25 to 54 through this story, focusing on the most popular audience segment for local advertisers.

WTVT seems to be benefiting from a serious ratings slide at longtime rival WFLA-Ch. 8, which lost ratings from November 2009 in every major news time period, from 5 a.m. to 11 p.m. Area ABC affiliate WFTS-Ch. 28 showed some bright spots, notching a win at noon among viewers aged 25 to 54 (thanks to a strong lead-in from The View), along with a victory so slim over CBS station WTSP-Ch. 10 at 11 p.m. they were nearly tied.

A few interesting tidbits: CBS topped prime time ratings with its strong regular schedule, despite big headlines for Dancing with the Stars. Oprah Winfrey's final season on broadcast TV boosted her 4 p.m. show on WFLA, breaking her traditional tie with WTVT's Judge Judy by a full ratings point. CBS' David Letterman and ABC's Jimmy Kimmel are tied for second place in late night behind NBC's Jay Leno.

And Gayle Guyardo's return to WFLA in mornings didn't produce much of a bump on Monday; her inaugural show scored a .4 rating among viewers 25 to 54 at 6 a.m., landing in 6th place behind all the other local news shows and WTOG-Ch. 44's Daily Buzz program.

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).

Myfox_full_logo_1018 5 a.m. to 6 a.m. newscasts:
WTVT-Ch. 13 (Fox 13)                                1.4  
BN9 (Bay News 9)                          0.6
WTSP-Ch. 10 (10 News)                0.5
WFLA-Ch. 8 (Newschannel 8)        0.4
WFTS-Ch. 28 (ABC Action News)    0.4

6 a.m. to 7 a.m. newscasts:
WTVT-Ch. 13 (Fox 13)                                  2.1  
WFLA-Ch. 8  (Newschannel 8)        1.2
BN9 (Bay News 9)                          1.1
WFTS-Ch. 28 (ABC Action News)    0.9
WTSP-Ch. 10 (10 News)                 0.6

7 a.m. to 9 a.m.:
Good Day Tampa Bay (Fox 13)                  2.1  
Today show  (Newschannel 8)       1.8
Good Morning America (ABC)          0.9
Bay News 9                                    0.8
Early Show  (10 News)                   0.4

oprahfansintampa.jpg4 p.m. to 5 p.m.:
Oprah (Newschannel 8)                2.3   
Judge Judy  (Fox 13)            1.3
Ellen (ABC)                           1.1
Maury (WTTA-Ch. 38)           1.1

5 p.m. to 5:30 p.m. newscasts:
WTVT                        1.9
WFLA                 1.5
WTTA                 1.3
WMOR-Ch. 32    0.9

WFTS                 0.9

Bay News 9        0.6
WTSP                 0.3


5:30 p.m. to 6 p.m. newscasts:
WTVT                    1.9
WFLA              1.3
WFTS              1.0

BN9                 0.7

WTSP              0.6

6 p.m. newscasts:
WTVT            2.4

WFLA        1.6

WFTS        1.2
WTSP        0.7

BN9           0.6

billygardell.jpgPrime Time, 8 p.m. to 11 p.m., Monday through Saturday, 7-11 p.m. Sunday:
WTSP    (CBS)     3.6  
WTVT  (Fox)     2.9
WFTS  (ABC)    2.7
WFLA  (NBC)    2.5
WTOG (CW)     0.8

11 p.m. newscasts:

WFTS                1.8
WTSP           1.8
WFLA           1.5

WTVT           1.1


[Last modified: Thursday, December 2, 2010 11:31am]


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