WDIV-TV Local 4 News February Ratings Crush Competition
Local 4 is #1 at 5 p.m., 6 p.m. and 11 p.m. News
WDIV is Only Station to Grow in Key Demos in Every Newscast
DETROIT, March 3, 2011 /PRNewswire/ -- WDIV-TV Local 4 News won at 5 p.m., 6 p.m. and 11 p.m. during the February 2011 Nielsen ratings period in the Detroit television market. In addition, Local 4 News Morning at 6 a.m. ratings continued to grow, finishing second in the market. Local 4 News is the only station to experience growth in every newscast in the key demographics of Women 25-54 and Adults 25-54.
Local 4 News Morning anchored by Guy Gordon, Rhonda Walker, meteorologist Andrew Humphrey, and traffic reporter Ashlee Baracy was #2 at 6 a.m., delivering a 3.7 Household Rating and a 14 Household Share, a 16% increase in ratings over the previous year.* Local 4 News Morning demonstrated the most momentum of any morning newscast with the largest growth. In the coveted Women 25-54 demographic, Local 4 News Morning increased ratings an impressive 27% year-to-year* while garnering a 2.8 rating and an 17 share to easily beat WXYZ's 6 a.m. morning news (2.1 RTG, 13 SHR W25-54). In Adults 25-54 ratings, Local 4 News Morning is up 25%.
Local 4 News at 4pm, anchored by Ruth Spencer, delivered a 5.2 Household Rating and 12 Household Share. In the key demographics, Local 4 News at 4pm experienced tremendous growth year-to-year*, up 67% in Adults 25-54 with a 2.0 Household Rating and up 63% in Women 25-54 with a 2.6 Household Rating.
Local 4 News at 5pm won the time period, garnering a 6.7 rating with a 14 share to best both WXYZ (6.4 RTG, 13 SHR) and WJBK (5.1 RTG, 11 SHR) in household ratings. Local 4 News at 5pm was also tops in growth in the highly coveted Women 25-54 demographic (3.4 RTG, 14 SHR) and Adults 25-54 (2.7 RTG, 11 SHR) posting a year-to-year increase of 42% and 29%, respectively. This marks the 8th month in a row that Local 4 News at 5pm has experienced ratings growth in these key demographics, while in the same time period WXYZ experienced significant decline, down 17% in Women 25-54 and 10% in Adults 25-54 over last year*.
In the 6-6:30 p.m. time period, Local 4 News at 6 p.m. was a bona fide #1 in household ratings as well as in all key demographics. Local 4 News at 6 p.m. scored an 8.3 household rating and a 16 share (compared to WXYZ 6.6 RTG, 13 SHR and WJBK 4.4 RTG, 8 SHR). WDIV also placed first in key demographics, up 41% in Women 25-54 (4.1 RTG, 15 SHR) and up 27% in Adults 25-54 (3.3 RTG, 12 SHR) over the previous year*.
Local 4 News at 11 p.m., the long-standing stronghold of late news anchored by Carmen Harlan, Devin Scillian, Chuck Gaidica and Bernie Smilovitz, was #1 across the board dominating the time period with a 9.4 household rating and a 17 share (compared to WXYZ 7.0 RTG, 13 SHR, WJBK 10pm 7.4 RTG, 12 SHR, and WJBK 11pm M-F 4.2 RTG, 8 SHR). While Local 4 News at 11 p.m. experienced growth of 15% in Women 25-54 (5.4 RTG, 15 SHR) and 5% in Adults 25-54 (4.3 RTG, 13 SHR), WJBK's 10 p.m. late local newscast experienced declines, down 18% (5.0 RTG, 12 SHR W25-54) and down 15% (4.4 RTG, 11 SHR A25-54) in the key demographics, despite being the station of the NFL Super Bowl and American Idol.
In addition, other dayparts in the WDIV programming lineup garnered strong ratings. At 10-11 a.m., The Ellen Degeneres Show was #1 (4.2 HH RTG, 13 SHR) with a year-to-year increase of 11% in household ratings, and continues to win in all key demographics. Wheel Of Fortune and Jeopardy dominate the competition in the all important access time period of 7-8pm. WDIV's 7-8pm game show hour averages a 9.5 rating with a 17 share in household ratings. WDIV out-delivers all of its access competitors, topping WJBK by more than a 2 to 1 margin (3.9 HH RTG) and beating WXYZ (6.2 HH RTG) decisively by 53%. The Tonight Show with Jay Leno was also #1 in the 11:35 p.m. time period with a 4.9 household rating and a 12 share.
In addition, Local 4's website, ClickOnDetroit.com, achieved record-breaking numbers for the month of February with 27.3 million page views, and an additional 3.5 million mobile page views.
*Year to year comparisons are based on Nielsen data from February 2011 compared with March 2010. February 2010 ratings are a non-traditional comparison as the month included the Winter Olympics.
About Post-Newsweek Stations
Post-Newsweek Stations is owned by The Washington Post Company (NYSE: WPO), a diversified education and media company. Post-Newsweek Stations owns and operates six television stations: WDIV, the NBC affiliate in Detroit; KPRC, the NBC affiliate in Houston; WPLG, the ABC affiliate in Miami; WKMG, the CBS affiliate in Orlando; KSAT, the ABC affiliate in San Antonio; and WJXT, an independent in Jacksonville. Post-Newsweek also has ownership interests in LATV Networks and Internet Broadcasting (IB).
More by this Source
WDIV-TV Local 4 Sweeps to Victory In November
Nov 27, 2013, 16:48 ET
WDIV-TV Local 4 Launches New Show "Live in the D"
Aug 08, 2013, 13:14 ET
Browse our custom packages or build your own to meet your unique communications needs.
Learn about PR Newswire services
Request more information about PR Newswire products and services or call us at (888) 776-0942.