Low ‘Leno’ Ratings Hurt Milwaukee’s WTMJ

By Andrew Gauthier 

Business Journal of Milwaukee

Stung by what one industry trade publication called jaw-dropping ratings declines at its network NBC, Milwaukee’s WTMJ-TV (Channel 4) sustained a significant ratings drop for its local news programs during the November sweeps period.

Channel 4, which is owned by Milwaukee-based Journal Broadcast Group, saw the size of its local news audience drop by between 29 percent and 53.8 percent among viewers ages 25 to 54, according to figures released this week by Nielsen Media Research. Advertisers target the key 25-to-54 age demographic and closely monitor the figures.


WTMJ, like all NBC stations, has been hurt by NBC’s fourth-place finish among the major broadcast networks. Jay Lenos prime time show that debuted this fall as the lead-in for the 10 p.m. news is attracting 46.3 percent fewer metro Milwaukee viewers than NBC programming a year ago in the 25 to 54 demographic.

The local 10 p.m. news on Channel 4 fared somewhat better than Leno, declining 33.9 percent from a year ago, to a 3.9 rating. More…