(Near) Four-Way Tie for Second Place in the Morning

Joanne Ostrow of the Denver Post wrote an article last week entitled “Channel 4 morning show needs wakeup call”. She mentions that KCNC has only moved from fifth to fourth place in the morning after their anchor changes.

For the first 12 days in March (we won’t even count February, skewed by the Olympics), KCNC eked out a win over CW affiliate KWGN- Channel 2 for fourth place in the morning race.

However, what caught my interest was the margin between first place (KUSA) and all the others (KDVR, KMGH, KCNC, and KWGN).

In the 25-54 demographic that most advertisers consult regarding news programming, KUSA-Channel 9 dominates the local morning news race, with a 4.0 rating.

KDVR-Channel 31 is next, with a 1.0 rating, followed by KMGH- Channel 7, with a 0.9 rating; KCNC, with a 0.8 rating; and Channel 2, with a 0.7 rating.

So, my point is, what is the advantage of having second place in the morning with a 1.0 rating versus last place at .7? It seems like the fact that Channel 4 has moved from fifth to fourth place in the morning as well as the placement of all the other morning programs is moot if Channel 9 continues to steal the timeslot.

Your thoughts?

Advertisements

There are no comments on this post.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: