Boston's New NBC Station Still in the Ratings Basement

When NBC launched their new O&O in Boston, they promised great things.

WBTS was going to come into the Boston market with a bang and shake things up. So far, that hasn't happened. 

Broadcasting and Cable says that WBTS is ranked fifth in all key newscasts.  The ratings indicate deep-seated viewer loyalty in Boston, where viewers take local news to heart. A newcomer, even one with the backing of the NBCUniversal station group, is going to have a tough time getting people to give up longtime favorites.

That is perhaps most apparent with the continued success of WHDH which, despite major investments to expand its news operations before going independent, ran the risk of losing viewers when it lost its longtime NBC affiliation — and all the bonuses such as primetime programming that come with it — on Jan. 1.

Not only does the station continue to perform well in key local news hours but, according to ratings, its 6:30 p.m. newscast, which launched in January, ranked No. 2 in July, outperforming the CBS and NBC network news programs.

“I think viewers are very smart and they are able to make decisions on who they choose for the news,” WHDH VP and general manager Paul Magnes said. “We have just stayed focused on what we have always done and we are doing more of it.”

Preston Padden, the former News Corp. and Disney-ABC top executive, said WBTS’s poor performance reflects a miscalculation on the part of NBC’s station group.

“Sometimes the networks underestimate the value of their local affiliates,” Padden said. “Viewers share a very personal connection with their local TV stations and networks can’t assume they can just switch platforms and get the same results.

“I like and respect the NBC people. But I think this decision was just a mistake,” he said.

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