Single Sponsor Only Boosts ABC Slightly

By Brian 

An e-mailer asks: “How much of ABC’s lead last week was derived from Monday,” when World News aired its first single-sponsor newscast?

It apparently didn’t have a big impact. On Monday, April 2, World News outperformed NBC by 480,000 total viewers. That’s slightly more than the week’s average gap of 440,000 viewers.

Let’s see if it makes a bigger dent in the ratings the rest of this month. ABC’s second single-sponsor broadcast aired yesterday, with Bill Weir reporting from Zambia. (The U.S. Fund for UNICEF applauded the segment.)