By Alan Pergament
The July ratings book is by far the least important of the four months measured annually by Nielsen, primarily because viewing patterns in the summer change when people are on vacation or enjoying the outdoors.
But that doesn't prevent the local stations from trumpeting their successes.
I'll spare you the spin and just say overall Channel 2 News has more reason to gloat about its weekday ratings.
Channel 2 has expanded its 5 a.m., 6 a.m., 5 p.m. and 5:30 p.m. news leads over Channel 4 from a year ago. More impressively, it won at 6 p.m., a time period that it lost a year ago. Channel 7 is a weak third in all time periods.
Notably, all three stations are down from 5 p.m. to 6 p.m. They are down by a combined 12 percent at 5 p.m. and a combined 10 percent at 5:30 p.m.
Channel 4 won at noon, 10 p.m. and 11 p.m., though its margin of victory in all three time periods slipped.
The one bit of good news for Channel 7 is at noon, where it significantly cut Channel 4's margin of victory in a time slot where Channel 2 doesn't compete.
Channel 4’s newscast at 10 p.m. on WLNO gets twice the rating as Channel 2’s 10 p.m. newscast, which has moved over to WUTV. However, Channel 4 lost a half a point from a year ago, while Channel 2 gained a half a point.
The 11 p.m. news race has grown tighter, with second-place Channel 2 benefitting from an improved lead-in from the prime time lineup of its network, NBC. Notably, all three newscasts were up at 11 p.m., with Channel 2 experiencing the biggest gain.
Of course, the full picture doesn’t arrive until the demographics come in. Channel 4 did surprisingly well in the demos in May and undoubtedly is hoping for that trend to continue when those numbers arrive in a few weeks.
taggedTelevision | TV news