WPIX Loses to WNYW and Year-to-Year in February Sweeps

It's the sweeps that never end--at least at FishbowlNY. Every station finding their own spin to throw a flag on a declare victory (watch for promos coming to a TV near you!). Channel 11 did not win against rival WNYW at 7 a.m., 8 a.m., or 10 p.m. And making it worse, Channel 11 didn't even improve upon its numbers from the February 2011 sweeps. Starting at 4:00 a.m., where WPIX remains the only station with a morning newscast that early--and perhaps we can understand why. PIX News at 4 averaged a .4 rating and 2.6 share in Households. A year earlier the newscast managed a .6 and 3.9. Channel 11 lost to all competitors (other than informericals) with the exception of a TMZ rerun on WNYW/Channel 5 (.4/2.3). It was no abberation for WPIX. At 5 a.m. with the station averaged a .6 and a 3.5 in Households, as opposed to a .8 and 4.6 share 12 months earlier. WPIX lost to every other news program. Same result, different hour. At 6 a.m., Channel 11 averaged a .8 rating and 3.7 share of Households. It's once again a drop off for WPIX from the February 2011 survey: 1.0 and 4.3. At 7 a.m, with the only local competition coming from Channel 5, the PIX Morning News with Suyanka Krishnan and Frances Rivera had a 1.0 and 3.4 of Households. That is down from a 1.2 and 4.0 a year ago. By contrast, over on 67th Street, Good Day New York improved upon itself from a year ago with a 1.9 and 6.8. Although, numbers were inflated with the buzz surrounding the return of Greg Kelly February 10 following a rape accusation. WPIX also had losses in virtually every morning daypart among the key demographic Adults 25 to 54. Ready for some good PIX news? The syndicated Maury Povich show saw big gains at 9 a.m. and for another year clearly outdistanced Good Day. WPIX saw year-to-year improvement throughout its daytime programming, including Jerry Springer more than doubling Dr. Oz on WNYW with Households. While WPIX doesn't offer viewers a noon newscast, the Steve Wilkos show (1.6/5.4) actually beats news on WNBC/Channel 4 (0.9/3.1) among Households. Channel 11 does have news during the crowded 5 p.m. hour. The newscast, anchored by Jodi Applegate, averaged a .7 and 1.7 share among Households. It's an improvement from the sitcom The New Adventures of Old Christine, which had a .4 and 1.0 a year ago. Among Adults 25 to 54, WPIX had a .3/1.8, while the former Julia Louis-Dreyfus vehicle had a .3/1.4. As for the all-important 10 p.m. news, again with Applegate at the helm, the broadcast slipped, averaging a 1.5 rating and 2.4 share. A year earlier, it averaged a 1.8 and 3.0 among Households. The pivotal Adults 25 to 54 demo had no gains from the year previous (.8/2.1).

Fishbowl

WPIX Loses to WNYW and Year-to-Year in February Sweeps

Jerry Barmash

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Jerry Barmash