May sweeps ratings, Part Two: The demographics are in for May, and WXIX-TV is the big winner.
The Fox affiliate was the most-watched Cincinnati station for news – in the morning, and at 5, 10 and 11 p.m. – for viewers ages 25 to 54, the demographic advertisers target. (CBS affiliate WKRC-TV won all newscasts in the Nielsen household ratings for May, but stations sell advertising time based on demographics, not the household numbers.)
”We’re excited to say it’s a great book for us,” says Debbie Bush, Channel 19 vice president and general manager.
For the first time in Cincinnati, a TV station had “the number one newscast with adults 25-54 at 10 p.m. and 11 p.m.,” she says.
Her station was first in the “money demo” for:
6-10 a.m.:Channel 19’s local newscast was tops 6-7 a.m. against morning shows on WLWT-TV, WCPO-TV and WKRC-TV. The station also won 7-9 a.m. against the network morning shows, and at 9 a.m. when Good Morning Cincinnatiresumed on Channel 12. (Channel 12 won the 9 a.m. May household ratings.)
Fox 19 Nowat 7 a.m. has been No. 1 in the demo since January 2017, she says.
5 p.m.:Channel 19’s 5 p.m. news, launched in January, tied with Channel 12 for first in the demo. They were just a hair over local news on Channels 5 and 9. Kentucky Gov. Andy Beshear’s daily 5 p.m. coronavirus update was not a factor, Bush says, because by May most Cincinnati stations were broadcasting only a part of his briefing.
10 p.m.:Winning this time period wasn’t a surprise because Channel 19 was the city’s first 10 p.m. newscast in 1993.
11 p.m.: Channel 19’s 11 p.m. newscast, which marks its two-year anniversary in August, won at 11 p.m. by one-tenth of a point. A year ago, Channel 5 won the May demo.
But it was not all good news. Channel 19’s 6-7 p.m. news finished fifth in the demo. It had fewer viewers than the long-established newscasts on Channels 5, 9 and 12, plus Steve Harvey’s Family Feud on Channel 64. (Channels 5 and 9 tied for first at 6 p.m., followed by Channel 12, which won the May household ratings. Channel 9’s ABC news won at 6:30, followed by NBC, CBS and Family Feud.)
”I’m so proud of the results our Fox 19 Nowteam achieved in May. The challenges brought on by the new reality of COVID-19, and how our staff overcame those challenges, only reinforces my admiration for their commitment to keeping Tri-State viewers informed and safe,” Bush says.
News director Steve Hyvonen credits the success to “a great news team that really connects with the community. … Viewers continue to turn to Fox 19 Now for big news and big weather coverage.”
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