WCCO has been unable to match the 10 p.m. ratings win it experienced in November, when the CBS O&O bid an extended farewell to longtime anchor Don Shelby.
In November, WCCO finished #1 in the 25-54 demo for the first time in 24 years. But the station couldn’t retain its top spot in December.
Although the station was unable to stay #1 with Shelby’s successor, Frank Vascellaro, MinnPost points out that “anchors aren’t the only variable.”
Kiki Rosatti, WCCO’s director of communications and content, told MinnPost that, despite its slide at 10 p.m., the station saw gains in its other newscasts:
The station showed double-digit demo gains for all newscasts except the 10, including 5 a.m. (up 20 percent), 6 a.m. (82 percent), 5 p.m. (37 percent) and 6 p.m. (17 percent). WCCO won December demo at 5 a.m., noon and 5 p.m.
Ultimately it seems that WCCO’s December ratings are less about an anchor change and more about viewers’ continued shift to earlier newscasts.