Thursday, July 29, 2010

Lando, Channel 4 Score in July Ratings

Channel 4 and Channel 2 both got some good news during the July sweeps, which is considered the least important of the four ratings periods during the year.

After all, summer viewing is lower and the networks generally don’t provide as much lead-in help in the summer while emphasizing reality programs in prime time.

But here’s the biggest news:

Channel 4 won every newscast time period.

However, Channel 2 narrowed the gap from a year ago at 6 a.m. and 11 p.m. The lead-in from NBC’s popular “America’s Got Talent” undoubtedly helped Channel 2 somewhat at 11 p.m., where it is only .7 of a point behind Channel 4 after being behind by 2.5 points a year ago. It is only .4 of a point behind Channel 4 at 6 a.m.

Interestingly, collective news viewership is up about 10 percent from a year ago.

The departure of Lisa Flynn from Channel 4’s 10 O’Clock News on sister station WNLO-TV had minimal impact as the station had virtually the same audience with temporary anchor Lia Lando as it had a year ago with Flynn.

And Channel 4 saw about a 25 percent increase to a 7.5 rating at 5:30 p.m. with Lando in Flynn’s old anchor seat. Channel 2 also saw a big gain at 5:30 p.m., going up more than 20 percent to a 6.3. The ratings at 5:30 p.m. and 10 p.m. should help Lando if she wants the job permanently.

However, it generally takes a few ratings periods outside of the summer to assess the impact of any anchor change after the initial sampling wears off.

As far as Channel 7, it remains deep in third place in every time period and was either steady, up slightly or down slightly in every newscast.

* The NFL Network, which remains unavailable to local Time Warner Cable subscribers, announced that Fox analyst and Lewiston-Porter graduate Daryl Johnston is on board as an in-studio analyst to its NFL Total Access program. Johnston, who became a Dallas Cowboys star after graduating from Syracuse University, makes his debut at 7 tonight. He also will contribute to other NFL Network shows and specials.

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