Looking at the November book and how it went down in Toledo.
The Toledo Blade writes that there are two trends to take away from the November Nielsens: Overall market viewership is up from a year ago, and WTVG-TV, Channel 13, benefited the most.
The ABC affiliate handily won the mornings in total viewers 2 years of age and older and in the coveted 25-54 age demographic, and was the most-watched newscast in total viewers at 5 to 6 p.m., and 6 to 6:30 p.m., a significant reversal from November, 2012.
The good news for WTOL-TV, Channel 11, WTVG’s main ratings rival in the Toledo-area market, is that the station’s morning numbers were up, as was total viewership for its 11 p.m. newscast. Channel 11’s late news has been a ratings stronghold for the CBS affiliate and continues to be viewers’ most-popular choice for the final news broadcast of the day.
WNWO-TV, Channel 24, however, slid in the ratings from the last November numbers, down in total viewership for both morning newscasts and its 6 to 6:30 p.m. broadcast. The NBC affiliate’s 11 p.m. news remained the same.
It was a slightly better Nielsens book for WUPW-TV, Channel 36, with lower total viewership for its two-hour block of news, beginning at 8 a.m., while the Fox affiliate’s two evening newscasts, 6:30 to 7, and 10 to 11, were up from a year ago.
As for the raw numbers, in total viewers 2 and older, WTVG drew 15,000 and 44,000 at 5 to 6 a.m. and 6 to 7 a.m., respectively, and 8,500 and 25,000 in the 25 to 54 demographic. WTOL was watched by 10,500 total viewers from 5 to 6 a.m., and 22,000 from 6 to 7 a.m., and 5,000 and 9,000 in the key demographic. A thousand total viewers and a thousand viewers ages 25 to 54 tuned in to WNWO for the same two-hour block of morning news.