KJRH sees its newscast ratings increase
BY RITA SHERROW World Television Editor
Wednesday, February 03, 2010
2/03/10 at 10:03 AM
NBC may be tanking in the network rankings, but it was a very good November sweeps for its Tulsa affiliate, KJRH, channel 2.
Although the station lost about 8 percent of its viewership at 10 p.m. weeknights because of a poor lead-in by "The Jay Leno Show," General Manager Mike Vrabac said, its newscasts in all other news time slots showed gains.
November 2009 marked the first major sweeps ratings period since the mandated changeover to digital signals last June and NBC's introduction of a talk show to its prime-time lineup.
KOTV, Tulsa's CBS-affiliated channel 6, continues to be the first choice among viewers in the weekday morning, midday, afternoon and prime news slots. But the story here is the increase in viewership for KJRH and its move ahead of ABC-affiliated KTUL, channel 8, in most local news time slots.
In the ratings race, comparing November 2008 with November 2009, KJRH saw its ratings in the 5-6 a.m. weekday time slot increase from a 2 rating and an 8 share to a 2 rating and a 10 share, or 2/10. In the 6-7 a.m. and 11 a.m. slots, its rating rose.
In morning news, KOTV was again the first choice, the same as in November 2008. KJRH's numbers rose — 3/9 to 5/15 — and KTUL's were unchanged (4/13).
At noon, viewers again chose KOTV, with KJRH second. KTUL, which airs the daytime drama "All My Children," tied for third with KOKI, channel 23, a Fox affiliate, in the time period.
Nielsen TV ratings were drawn from 1,027 diaries kept by viewers in the 22-county designated marketing area. The numbers refer to five-day averages of total households gathered by Nielsen Media Research. In November 2009, one ratings point represented an estimated 9,930 viewers ages 18 and older in the marketing area. The share is the percentage of the population viewing television at a particular time.
Four network affiliates compete with newscasts at 5 p.m., 6 p.m. and 10 p.m. weeknights.
KOTV finished first (8/14), KJRH was second in the time slot (7/12), and KTUL was third (4/8).
The available audience greatly increases at 6 p.m. weeknights. More turned to KOTV, with KJRH second and KTUL third.
The ratings at 9 p.m. weeknights tell the story of broadcast network TV in the last sweeps ratings period.
CBS (channel 6) came out on top again, and ABC (channel 8) second. Local news on Fox (channel 23) beat out NBC (channel 2). Finishing last in the time slot was NBC's "The Jay Leno Show," which earned a 4/5.5 compared with the 6 rating and an 8 share earned by "ER" — deemed low-rated — the previous year.
Media Life magazine reported that viewership of broadcast network programming was down, with the exception of Fox, which won its first-ever November sweeps, increasing 17 percent over last year. ABC was second in the ratings race, off 11 percent. CBS finished third, down 12 percent, and NBC was a distant fourth, dropping 16 percent.
National ratings numbers were drawn from Nielsen data and include live-plus-seven-day DVR viewership. Stations and networks use viewership data to set advertising rates.
Rita Sherrow 581-8360
Jay Leno (left) interviews Sen.-elect Scott Brown, R-Mass., by satellite on "The Jay Leno Show." Stacie McChesney / Associated Press