Sweeping Up in Milwaukee
WISN won the Feb book by holding onto their viewers.
WISN’s 5PM newscast was the most-watched in the market, but the station did not grow its viewership. The station kept essentially the same-size audience as a year earlier while its competitors all declined.
For the 5, 6 and 10 PM newscasts, WISN brought in an estimated 59,150 households, 55,650 households, and 45,820 according to Nielsen.
Overall, the combined audience for six key news time slots for all stations in Milwaukee declined by 16%, or nearly 117,000 households, from February 2020 to February 2021.
Another area where Milwaukee’s local newscasts as a group recorded smaller numbers was among viewers in the key 25-to-54-year-old demographic.
The audiences for all four stations combined ranged from 2.8% for the mid-day news to 5.6% at 10 p.m. of viewers in that demographic coveted by advertisers. Channel 12 also prevailed in the 25-to-54 demographic audience.