When No. 1 Really Isn't No. 1

In TV news people will tell you that the only thing that counts is the demos. Unless of course you are talking about total viewers. 

FTVLive has always thought that total viewers was the final scoreboard. 

TV sales people say that the only thing that counts is 25-54 demos and total viewers means nothing.

I can assure you, I know a lot of people over the age of 54 that spend a hell of a lot more money on cars, travel, food and other products than a 26 year old. 

WIVB is the Nexstar station in Buffalo. The station is currently running a promo that says that they are the No. 1 station "in the morning, at 4 p.m., 5 p.m., 5:30 p.m., 6 p.m., 10 p.m. and 11 p.m."

But, a look at the numbers shows that Tegna owned WGRZ is No. 1 in the morning at 5 a.m. and 6 a.m. in households by significant margins. They are also No. 1 in households at 5 p.m.

So, WGRZ is No. 1 in those time slots with total viewers. WIVB wins in the demos. It should also be pointed out that WIVB's win at 4PM is by default. No other station is doing news at that time. 

There is no doubt that the Nexstar station had a good ratings book and WGRZ lost some viewers, especially in the demos. But claiming you are No. 1 and blowing your horn by fudging the results takes away from your credibility. 

Why not tout the fact that your ratings are growing? Tell viewers the shows you are really No. 1 in and explain that the other wins are in the demos. Don't just tell them in the fine print in which no one reads. 

Tegna has been killing many of their news operations with a new approach that puts less emphasis on news and more on social media. It is hurting them in many markets and that also seems to be the case in Buffalo. 

This is bad news for WGRZ and great news for WIVB (WKBW still sits in the ratings basement). You would only wish that WIVB was a bit more honest when it comes to the promos. 

Just saying... 

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