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For more than 30 years, John Kiesewetter has been the source for information about all things in local media – comings and goings, local people appearing on the big or small screen, special programs, and much more. Local media is still his beat and he’s bringing his interest, curiosity, contacts and unique style to Cincinnati Public Radio and 91.7 WVXU. Contact John at johnkiese@yahoo.com.

WXIX-TV Wins Early, Afternoon And 10 p.m. Ratings

Courtesy WXIX-TV

The demographic ratings are in – which TV stations use to sell advertising – showing WXIX-TV winning most weekday newscasts, and WLWT-TV winning at 11 pm., during February sweeps.

At 6 p.m., the picture isn't so clear: WLWT-TV and WKRC-TV tied for the most viewers ages 25-54, the target sought by most advertisers.

Credit Courtesy WXIX-TV
WXIX-TV's 10 p.m. anchor team (from left): sports anchor Joe Danneman, news anchors Rob Williams and Tricia Macke, and chief meteorologist Steve Horstmeyer.

Ratings for the prime money demographic shed a different light on Tri-State viewing compared to the household ratings released immediately after sweeps. WKRC-TV has boasted that it was the "most watched news in the Tri-State" in household ratings during the four-week survey, Feb. 4 to March 3. As I've said for years, household ratings give a station bragging rights – but adults 25-54 are the lifeblood of the TV business.

In the 25-54 demo, Fox 19 was first for news at 5 a.m.; at 6 a.m.; at 7-9 a.m. (against network newscasts); at 9-11 a.m.; at 4 p.m.; and at 5 p.m. Fox 19 also was first 10-11 p.m. with a 2.1 rating in the demo. 

The demos also delivered good news for WLWT, which grew its audience at 5 p.m. (into a second place tie with WKRC-TV) and at 6 p.m. (into a tie with WKRC-TV). WCPO-TV was fourth for both of those local newscasts.

Credit Courtesy WLWT-TV
Husband-wife Sheree Paollelo and Mike Dardis are WLWT-TV's main late news anchors.

At 11 p.m., WLW-TV again was first with a 1.6 rating, followed by WXIX-TV, WKRC-TV and WCPO-TV in the demo. A year ago, WLWT-TV and WKRC-TV tied for first with a 1.8 rating, followed by WXIX-TV and WCPO-TV.

However, WXIX-TV can boast that its 2.1 rating at 10-11 p.m. gives it a bigger late news audience with adults 25-54 than the viewership than any local 11 p.m. newscast.  Local 12's half-hour 10 p.m. news on WSTR-TV was fifth in the time period, and WLWT-TV's half-hour news on MeTV was sixth.

"I'm grateful to the viewers in the Tri-State for recognizing the hard work of our staff and journalists. It confirms what we’ve thought all along; that Fox 19 Now is the first choice for local news for many Tri-State viewers," says Debbie Bush, vice president and general manager. WXIX-TV broadcasts 11 hours of news every weekday, more than any other Cincinnati station.

WLWT-TV also was second 5-7 a.m. in the money demographic.

WKRC-TV also was third for news at 5 a.m.; fourth at 6 a.m.; second at 4 p.m.; and third at 11 p.m. in the demo.

WCPO-TV was fourth at 5 a.m.; third at 6 a.m.; third at 4 p.m.; and fourth at 5-p.m., 6 p.m. and 11 p.m.