Wow! Just How Low Can they Go?


The November book is not over year, but we're going to go out on a limb here.

WKBW will not win the book in the Buffalo. In fact, they might to well to finish 3rd.

Just take a look on Election Day, a day that news departments pull out all the stops. 

WKBW had a 1.5 rating. That means 1.5 percent of area households elected to watch the station that at one time dominated local news for decades.

To put that in perspective, “Family Feud” on a UHF channel beat their newscast.

The Buffalo News points out that combined rating for all of WKBW's newscasts in the first week of the sweeps is more than 20 percent lower than it was a year ago when it already was deep in third place.

The station's 5 p.m. average for the first two weeks of the November sweeps was a meager 2.6 rating, about 35 percent of the average of second place WIVB (7.0) and 30 percent of first place WGRZ (9.0).

WKBW's highest-rated evening newscast in the sweeps so far is at 6 p.m. (4.8), where it attracts less than half of the audience of its rivals.

The station is too cheap to pay Nielsen numbers, which is probably a good thing for the egos of its staffers.

All the promise that new General Manager Mike Nurse brought when he took over for Bill Ransom in June has given way to the harsh reality that it may take decades to recover from Ransom’s reign.

Ransom drove the station into the ground is considered by FTVLive to be one of the worst GM's in the history of local news. And that's saying a lot. 

Nurse put his attention on the low rated morning show and now the show has gone even lower. Newcomers Tiffany Lundberg and Cole Heath have been virtually ignored at a time morning viewers were ready for a change. The station’s morning ratings have sunk by about one-third.

The station used to be considered a pinnacle of broadcasting, now it's just a joke. 

Kind of sad....