Viewers Tune Out in Pittsburgh

One of the most competitive TV markets in the country is Pittsburgh.

All three major stations trade back and forth wins in the ratings, but in November it appears that all three came up losers.

Whether is was post-midterm election burnout, or lack of snow, viewership was down across the board, especially in the morning.

In general, fewer people watched the 5 and 6 a.m. newscasts, as compared with the same sweeps period in 2013. Particularly dismal were figures measuring the 25-54 demographic at 5 a.m. A year ago, WPXI was first with a 2.3 rating/17 share. This November, it was third at 0.9/8. The other two stations, KDKA and WTAE also dropped significantly.

“I think you’re going to see changes in viewing patterns in all demos and day parts,” said WPXI news director Mike Oliveira. “More people are waking up with smartphones, which is why we created our Wake Up app.”

Leave it to a News Director to turn an awful ratings story into a shill for an app.

Here is a chart with the latest ratings: