DTV switchover hurts many local newscasts
[Note: Updated with 6 p.m. results]
It's early yet, but in the first nine days after TV's all-digital switchover, a majority of local newscasts saw ratings fall by double digits — in one case, 40 percent.
According to a local exec with access to the numbers, morning, weekend, and 10 p.m. newscasts took beatings in percentage terms, though surprising gains at 5 p.m. offered some hope.
Does the decline entirely represent the converterless Left Behind, or is some other factor in play? It's too soon to know for sure. The periods we're comparing are May 28-June 12 and June 13-21; school was out for the entirety of the latter period, which typically hurts morning shows even before DTV.
The statistics below represent total viewing households; no demographic breakouts. Though I don't have actual ratings figures, stations are listed by their rankings in the time slot:
6 a.m. Monday-Friday
1. KARE (Ch. 11), up 13 percent
3. KSTP (Ch. 5), down 40 percent
4. WCCO (Ch. 4), down 11 percent
Gotta be some fear at Channel 5 (has Vaneeta been the Queen of the Shut-Ins?) though things look better if you look at the longer 6-9 a.m. block. There, KSTP is down 13 percent. In the same period, WCCO is off 13 percent, while KARE and Fox9 fell 7 percent. KARE's descent from +13 to -7 as the morning rolls on is interesting.
5 p.m. Monday-Friday
1. KARE, up 13 percent
2. WCCO, up 43 percent
3. KSTP, up 13 percent
4. Fox9, down 25 percent
This is the time slot not like the others; with the exception of poor Fox9, the gains are healthy and in WCCO's case, incredible. This does complicate the DTV-as-killer narrative, though perhaps the poor and shut-ins never watched the early news in the first place.
6 p.m. Monday-Friday
1. KARE, up 10 percent
2. WCCO, up 14 percent
3. KSTP, down 14 percent
Continues the strong dinnertime run, though KSTP falls off between 5 and 6.
9 p.m. Monday-Friday
Fox9, flat.
KMSP has the only local newscast in this time slot, though KSTC-Channel 45 will join the mix July 13.
10 p.m. Monday-Friday
1. KARE, down 7 percent
2. WCCO, up 11 percent
3. KSTP, down 14 percent
4. Fox9, down 14 percent
This has to be a worry for everyone but Channel 4, given 10 p.m.'s prominence. By the way, KSTP was introducing a new male anchor, Bill Lunn, during the post-DTV period.
As for weekends, morning newscasts were off anywhere from 14 percent to a whopping 69 percent.
With the caveat of the missing 6 p.m. numbers, KARE and WCCO emerged net winners on weekdays, gaining in three of four time slots. Meanwhile, KSTP advanced at 5 p.m. but was punished otherwise, while Fox9 has to reconsider its world after all three shows slumped.
By the way, if the newscasts are having heartburn, most local station managers are having a prime-time heart attack. KARE's Monday-Sunday 7-10 p.m. numbers were off a staggering 38 percent, KSTP's fell 17 percent, and Fox9's slumped 11 percent. Only WCCO avoided the pit; its numbers were flat.
Presumably, the "DTV effect" will fade over time as the some belatedly get their boxes. But if the fallout persists, we can assume lots of folks are going without ... or that they've found better things to do.
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Comments (6)
I wonder if the increase for KARE in the 6 am slot represents more TV's having been tuned to Conan O'Brien the night before? I wonder how many people actually search for something at that hour as opposed to just watching whatever news comes up on the channel that was tuned in when they shut it off to go to bed?
Wow, this is fascinating. I can't explain it other than to sign on to your speculation that local TV news may draw a disproportionate share of the technologically challenged.
Still, dammit, I hate seeing yet another nail pounded in the coffin of the traditional media. It never fails to bring me down.
I wonder how much of it has to do with the fact that some people who did upgrade TVs or hook up their convertor boxes simply aren't receiving all the channels. Ever since the cutover, I haven't been able to get KARE with my OTA antenna where I was receiving their digital signal just fine beforehand. (But I don't count because I don't watch tv news anyway.)
It's probably mistaken to attribute these changes wholly to converter box issues without some more detailed research. It's just as likely that a shift in the relative signal strength has caused certain stations to come in or drop out at certain times of the day in certain areas.
More frustrating is that this can be tied to weather, meaning whole regions can be blacked out on a channel if the wind blows a certain way.
Here in the heart of south Minneapolis, we have days where some stations simply don't come in at all. On other days, they come in crystal clear. There are lots of variables there (including which direction the antenna is pointed) and the cliff effect means that DTV is far less forgiving than its predecessor.
Can't watch the news if all you see is "No Signal Detected".
So I got a t.v. several years ago when my mother died. It's in the basement. Only now it is apparently totally useless, since the change to digital. Or I suppose I could watch movies on it if I wanted something bigger than a laptop screen. I can't quite figure out why I should spend my money to bring broadcast crap and all that advertising into my home. Enough people yell at me in real life that I don't really need the advertisers doing more of it on my dime.
So here's the deal: if some of those local stations want to send me one of those digital translation gadgets for my old set, I will put it on. And if they ever put anything over the airwaves that's worth watching, then I will watch it. Otherwise, I refuse to subsidize their garbage. Life is too short. And too interesting for me to waste it watching t.v.
1. More proof that local news is for old people, the #1 demographic having problems with this conversion.
2. Confused by the digital conversion, I suspect many people hooked up to cable and then with extra choices chose to stop watching local news.
3. Who cares? There's a word for people who get their news from TV, and that word is "uninformed."