Competition spurs changes on local TV newscasts

Smriti Jacob//June 21, 2002//

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Intense competition among local television stations is driving changes in news programs.
The AC Nielsen May 2002 Ratings Book, released some two weeks ago, has prompted local stations to change their news products to increase viewership. The May book is a key to media buying for the rest of the year.
“It is critical because the book in July is used to track general viewing and not for individual station performance. We do all of our third- and fourth-quarter buying off of the May book,” said Susan Butler, partner at Butler/Till Media Services Inc.
WHEC-TV 10 plans to drop its 5 p.m. and 5:30 p.m. half-hour news formats in favor of a one-hour news program from 5 to 6 p.m. Local ABC affiliate WOKR-TV 13 has entered a partnership with Gannett Co. Inc.’s Democrat and Chronicle.
The ratings book shows WOKR retained its No. 1 position in the 6 a.m., noon, 5 p.m. and 6 p.m. time slots. The exception comes at 11 p.m. where WHEC gained the lead compared with last May. Local CBS affiliate WROC-TV 8 came in third in all time slots.
“Nobody can dispute that WOKR is the leader. Our strength is in the quality of news and the people who present it,” said Kent Beckwith, vice president and general manager of WOKR.
WOKR had a 7.1 percent household rating in the 6 p.m. news slot, up 25 percent from last year’s 5.7 percent rating in the 25-to-54 demographic-a key target audience, Nielsen data shows. WHEC was down 5 percent with a 3.5 rating compared with a 3.7 rating in May 2001. WROC increased its ratings to 2.4, up 4 percent from 1.7.
Ratings reflect the percentage of total available households watching a program during a specific time slot. They are measured quarterly and influence ad rates.
Local NBC affiliate WHEC sustained its growth in the 11 to 11:30 p.m. news slot. The station had delivered good results during the Winter Olympic Games in February. WHEC tied with WOKR with an 8 percent rating in the 25-to-54 demographic group.
“WHEC has maintained some of the share growth they experienced from the Olympics,” Butler said.
In the May book, WHEC recorded a 5.1 rating, up 38 percent from 3.7 in 2001 for the 25-to-54 demographic.
“Our performance was great at 11 p.m. The May ratings are important because it is a footprint of what has been successful,” said Joseph Fazio, director of sales at WHEC.
WOKR was down slightly from last year’s 11 p.m. numbers. The station recorded a 4 percent rating compared with 4.1 in 2001.
“The fact that WHEC was able to take the No. 1 spot at 11 p.m. will make WOKR work harder,” Butler said. “They have always been close competitors.”
WROC slipped to a 1.8 rating from 2.4.
“We are extremely proud of our performance. We are No. 3 at 5 p.m., 6 p.m. and 11 p.m., but we are closing the gap,” said Timothy Busch, WROC’s vice president and general manager.
All three stations plan to spruce up their news products.
Starting June 27, WOKR plans to air the next day’s news headlines from the Gannett newspaper during its 11 p.m. news. In turn, WOKR’s weather team will be featured daily in the newspaper.
WHEC’s new one-hour news program will feature in-depth, investigative-type stories.
“We feel we will be able to put on a show that will be more competitive. We want to do more investigative reporting,” said Bill Seitzler, news director at WHEC.
A change in format also could translate into more viewers for the station’s 6 p.m. news-a key time slot for all stations because of a large audience. WHEC expects to make its changes next week.
“We are shooting to be No. 1,” WHEC’s Fazio said. “We are changing our 5 p.m. news to provide a better lead-in to the 6 o’clock news.”
“It will definitely be a well-balanced news hour,” Seitzler added.
WROC also promises changes, but declined to disclose them.
NBC’s strong prime-time programming helped boost WHEC’s performance at 11 p.m.
“Local stations depend very heavily on the network to bring an audience. It is true of any network,” Butler said.
WHEC’s Fazio said Rochester’s erratic weather also helped improve ratings.
“Weather in May was not as nice as Rochesterians would like it to be,” he said. “All advertisers received a benefit because viewing levels were high.”
ABC’s prime-time programming has not been strong, affecting its local affiliate’s numbers.
“It makes it more difficult when you don’t have strong prime-time programming,” WOKR’s Beckwith said. “Despite that, we are a very strong station.”
The battle to be the No. 1 news station is ongoing. The competition between WHEC and WOKR continues to increase as both stations attempt to grab the audience’s attention.
“The fight will continue,” Butler said. “And that is good. These are both very good stations that are competing with each other.”
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