Sweeping Up in Toledo

Looking at the November book and how it went down in Toledo.

The Toledo Blade writes that there are two trends to take away from the November Nielsens: Overall market viewership is up from a year ago, and WTVG-TV, Channel 13, benefited the most.

The ABC affiliate handily won the mornings in total viewers 2 years of age and older and in the coveted 25-54 age demographic, and was the most-watched newscast in total viewers at 5 to 6 p.m., and 6 to 6:30 p.m., a significant reversal from November, 2012.

The good news for WTOL-TV, Channel 11, WTVG’s main ratings rival in the Toledo-area market, is that the station’s morning numbers were up, as was total viewership for its 11 p.m. newscast. Channel 11’s late news has been a ratings stronghold for the CBS affiliate and continues to be viewers’ most-popular choice for the final news broadcast of the day.

WNWO-TV, Channel 24, however, slid in the ratings from the last November numbers, down in total viewership for both morning newscasts and its 6 to 6:30 p.m. broadcast. The NBC affiliate’s 11 p.m. news remained the same.

It was a slightly better Nielsens book for WUPW-TV, Channel 36, with lower total viewership for its two-hour block of news, beginning at 8 a.m., while the Fox affiliate’s two evening newscasts, 6:30 to 7, and 10 to 11, were up from a year ago.

As for the raw numbers, in total viewers 2 and older, WTVG drew 15,000 and 44,000 at 5 to 6 a.m. and 6 to 7 a.m., respectively, and 8,500 and 25,000 in the 25 to 54 demographic. WTOL was watched by 10,500 total viewers from 5 to 6 a.m., and 22,000 from 6 to 7 a.m., and 5,000 and 9,000 in the key demographic. A thousand total viewers and a thousand viewers ages 25 to 54 tuned in to WNWO for the same two-hour block of morning news.