NOVEMBER NEWS AUDIENCE NUMBERS
The November rating book is in which means it's time for my viewership round up. As usual, I will try to talk in people-speak rather than ratings-speak for the benefit of those of you NOT in the industry. Finally, I've divided up the audience in age groupings that I think are interesting to look at. If anyone has other ideas on how to look at the numbers, I'm very open to suggestions.


Let's start with the big shows--late news. The big story is viewership gains by Channel 2 while every other late newscast lost viewers. In May, Channel 2 was dead last with 222,100 adult viewers. In November they picked up 77,000 viewers and vaulted to third place. I'll speak more about Channel 2's sudden success next week. By the way, Channel 32's "The Simpsons" averaged 244,100 adults at 10pm so, yes, Diann Burns did indeed beat Montgomery Burns. Egg-cellent! Meanwhile, Channel 9's "Friends" averaged 214,800 adults. As far as gender breakdown, 64% of Channel 2's viewers were women while 58% were women for each of the other four late newscasts. The ladies dig Antonio!

Late News Adult Viewers in Thousands
18+ 18-24 25-34 35-54 55+
1. Channel 7 @ 10 522.9 10.6 44.9 207.6 259.8
2. Channel 5 @ 10 464.8 14.1 61.6 218.9 170.1
3. Channel 2 @ 10 299.1 4.0 15.5 103.8 175.8
4. Channel 9 @ 9 237.1 7.4 20.9 101.4 107.3
5. Channel 32 @ 9 188.0 28.6 38.6 74.9 45.9
Source: Nielsen Media Research, Nov'03 Chicago Report


Channel 7 continues to reign supreme during the early evening newscasts. Unlike the late newscasts, all stations had larger average audiences for November compared to May. 65%-70% of Channel 7's audience and 77%-78% of Channel 2's is over 55 years old while only 43%-52% of Channel 5's is in the 55-to-death demo. As far as the gender breakdown goes, Channel 7's adult audience is 58%-64% women, Channel 2's is 64%-68% and Channel 5's is 77% at 4:30 but 62% & 60% at 5 and 6.

Early Evening News Adult Viewers in Thousands
18+ 18-24 25-34 35-54 55+
1. Channel 7 @ 4 297.7 2.6 11.6 74.1 209.3
2. Channel 5 @ 4:30 120.6 5.5 18.4 46.0 50.7
3. Channel 2 @ 4 92.6 1.0 2.6 17.6 71.4
1. Channel 7 @ 5 395.0 9.2 14.6 108.6 262.6
2. Channel 5 @ 5 181.0 4.5 21.2 61.8 93.5
3. Channel 2 @ 5 117.4 0.2 3.6 22.2 91.3
1. Channel 7 @ 6 393.2 9.6 12.9 114.5 256.2
2. Channel 5 @ 6 216.8 3.1 21.5 79.4 112.8
3. Channel 2 @ 6 92.4 0.2 1.0 20.0 71.2
Source: Nielsen Media Research, Nov'03 Chicago Report

As usual, the midday newscasts skew very old except Channel 32, with just 43% of its audience over the age of 54. Channel 2 no longer does am 11am newscast, and perhaps those viewers migrated to Channel 9 and Channel 7, whose viewership is up compared to May. Channel 32 and Channel 5 were both down compared to May. Genderly-speaking, Channel 7's audience is 75% women, Channel 5's is 77%, Channel 9's is 54% and Channel 32 is an even 50% women and 50% men.


Midday News Adult Viewers in Thousands
18+ 18-24 25-34 35-54 55+
1. Channel 9 @ 12n 186.7 3.1 7.4 43.8 132.5
2. Channel 7 @ 11am 176.5 5.7 14.5 53.3 102.0
3. Channel 32 @ 12n 75.3 6.9 18.8 17.1 32.4
4. Channel 5 @ 11am 73.0 0.0 10.1 19.8 43.1
Source: Nielsen Media Research, Nov'03 Chicago Report


In the Morning it's a dogfight between Channel 9 and Channel 7. Channel 9 is tops from 5:30-7am while Channel 7's "Good Morning America" is tops 7-9am. So Channel 9 wins with the local show while more people prefer GMA over Channel 9 or "Today". You can see why Channel 9 will start news at 5am in January. Channel 7 was tops from 6-7am in May, but 7's viewership is down compared to May. Actually, from 6-9am everyone's viewership is down compared to May except the Today Show on Channel 5, which is slightly up. Gender-wise, we see 60%-70% women watching 5, 7 and 9 while Channels 2 and 32 are down in the 49%-51% range.

Morning News Adult Viewers in Thousands
18+ 18-24 25-34 35-54 55+
1. Channel 9 @ 5:30a 100.1 3.7 11.9 63.6 20.9
2. Channel 7 @ 5am 76.8 2.4 5.3 36.1 32.9
3. Channel 32 @ 5am 66.2 7.1 21.8 27.7 9.6
4. Channel 5 @ 5am 66.1 1.7 7.0 39.3 18.1
5. Channel 2 @ 5am 39.5 0.9 0.3 23.0 15.2
1. Channel 9 @ 6am 151.2 4.5 29.7 89.2 27.7
2. Channel 7 @ 6am 147.9 0.7 15.7 65.1 66.4
3. Channel 5 @ 6am 119.1 3.3 17.5 58.4 40.0
4. Channel 32 @ 6am 76.9 11.9 17.3 34.9 12.8
5. Channel 2 @ 6am 52.2 1.1 2.7 32.1 16.4
1. Channel 7 GMA 185.0 0.4 13.4 65.5 105.7
2. Channel 9 @ 7am 139.7 5.9 21.0 75.4 37.4
3. Channel 5 TODAY 133.5 2.4 19.5 48.6 63.0
4. Channel 32 @ 7am 95.4 8.9 16.8 47.5 22.2
5. Channel 2 EARLY SH 31.9 0.1 0.3 9.6 22.0
Source: Nielsen Media Research, Nov'03 Chicago Report


So there you have it: Chicago's local news viewership is generally lower than May, mostly female and over the age of 35.
REALITY CHECK STILL A REALITY
Last ish I wrote about Jack Conaty's "Reality Check" segment on Channel 32's 9pm newscast. They made a big deal about it as an ongoing thing When it first aired on October 30th with Conaty deftly dissecting a Blair Hull ad, then I didn't see the segment again. Part of the reason I openly wondered if the segment had been killed was that I wanted to see if anyone in the mainstream media would check it out for me. On Thursday, Dec 18, The Tribune's Eric Zorn fell into my trap (Bwaaa-ha-ha-ha!) and called Conaty to see what was up. In the meantime, I got an email from someone at Channel 32 who assured me that the segment hadn't been killed--it's just that there haven't been many political ads out yet. He also said that I missed a Reality Check on Gery Chico's first ad, which he says ran in mid-November (by the way, am I the only one who thinks a good campaign slogan for him would be "Chico is the man"? Maybe get Jack Albertson to endorse him?). I guess I dropped the ball there, missing a very good segment.

The good news is that Jack Conaty's "Reality Check" will be seen more often as more commercials hit the air. Apparently most of the campaigns have already given Channel 32 written permission to use their commercials in the newscasts…which is fine, but I hope we also see some analysis of commercials form campaigns that didn't ask permission. Anyway, Jack and his Producer have the full support of News Director Debra Juarez and General Manager Stacey Marks-Bronner, which is great to hear.

One wish I have for these segments is that the NIGHT BEFORE the election, Channel 32 do a special half hour of Conaty's segments, refreshing the voters on those Pols who stretch the truth.
MUSINGS
Sun-Times sports columnist Jay Mariotti remains dead last in the Around The Horn Rotisserie Football League. He's now 116 points behind Woody and 215 behind the Boxing expert. After 15 weeks, the "ATH" football standings are:
1194 for Max Kellerman (ESPN Boxing)
1132 for Michael Holley (Boston Globe)
1129 for Tim Cowlishaw (Dallas Morning News)
1095 for Woody Paige (Denver Post)
979 for Jay Mariotti (Chicago Sun-Times)

Sunday night I was channel surfing when I stumbled on WFLD's Nine O'Clock newscast anchored by Nancy Pender and Danielle Serino (Mmmmmm, that's the ticket). I liked the chemistry between them and stayed for the entire show. The only time I tuned away was when Harry Volkman did the weather. Harry's a nice guy, but I'm tired of the history and useless trivia he doles out when he does the weather. To be fair, Tom Skilling grates on me as well with the isobars and all. Weather is the #1 reason casual viewers watch the news, so it's not like I can expect short to-the-point weather segments anytime soon. Still, I can't help but fondly remember Jim Disch's TV Studio Class that I had at Columbia College in 1991. The class is really about the technical jobs, but we all took turns being the talent. No one really wanted to do the Weather, generally because it wasn't scripted. It was my turn one week and for the first two hours of the class I prepared a Skillingesque report about major weather happenings. We started taping the show in the final hour of the class--a mock newscast complete with commercials--and the weather segment was scheduled to be 5 minutes long and was slotted at the end of the show, with a kicker story leading out. The show ran long. Very long. Just before they tossed to me, I was told I had 30 seconds. No problem. I went to the map to show weather on each coast and in the South, went to the "satellite" to show an approaching storm and gave my mock 5-day forecast before tossing to the desk. As soon as we were clear, everyone just looked at me, and for a second I thought my quick improvisation sucked or something. Nope, they all loved it. One of the anchors even said it was the best weather segment he ever saw--short, informative & to the point. At that point I realized that the only trick to a Weather segment in a newscast is how skillfully the weatherperson stretches 30 seconds of useful information into a 3-5 minute piece. Volkman adds history tidbits and useless trivia while Skilling embellishes with the science of weather. Meanwhile, most of us watch and think: "Get to the seven-day already!".

During Sunday's Bears game on Fox, the color guy--I'm thinking it was Bill Maas, but I'm not sure--mentioned that Washington Redskins head coach Steve Spurrier won the Heisman Trophy in 1966 when he was QB for the University of Florida Gators. Spurrier also coached at Florida before leading the Redskins into NFL oblivion. Anyway, the color guy mentioned that as a former Heisman winner, Spurrier gets to vote each year for that year's award winner. He also said that Spurrier told him that he puts a Florida player on his ballot every year-a ballot where you are supposed to put down your top 3 choices as the best player in College Football for that year. Spurrier has one of the 922 Heisman votes, and in his mind, the University of Florida consistently has one of the top three players in the nation. Every year.
On the one hand, I found this admission to be distressing--it seemed to violate the ideal of being trusted to vote for the best three players in the nation.
On the other hand, College Football is a scummy business; Heisman trophy winners from the Florida schooled have all sucked as NFL players; and Steve Spurrier seems to think the New York Jets have a great talent pool with which to build his team. I don't suppose any real sports journalists will make a stink about Spurrier making a mockery of the Heisman voting, which is too bad because there is so much wrong with College sports that the good journalists need to keep piling on until things change.

Gosh, don't you feel sorry for George Ryan? Yeah...sorry like a fox! I'm amused at the reactions of some people to G-Ry's indictment, especially the reaction of Richie Daley. Let's make one thing clear: when you hear someone say that they feel sorry for him or his family, you are also saying that you DO NOT feel sorry for the taxpayers who are the victims of his alleged crimes. Consider someone saying about George Ryan: "I feel sorry for him", then consider someone saying about John Wayne Gacy: "I feel sorry for him". In both cases, the pity is misplaced (Oh, and yes smartass, I AM comparing Ryan to Gacy. So there!). Anyway, there was a lot of good insight on Friday's "Chicago Tonight Week in Review"--especially from Channel 7's Andy Shaw. I especially liked the suggestion that the financially strapped Ryan (sure, we all believe that-right?) is basically getting free legal from Dan Webb and Winston & Strawn because of all the "help" Ryan gave to the legal firm while he was in office. Webb is a Partner at W&S while Big Jim Thompson is Chairman. I wonder if Ryan will also be chauffeured to and from the courthouse for free by Ricardo Guzman because of all the "help" he gave him?
Anyway, I'm thinking that Channel 7 has the makings for a quality local public affairs show that would make "190 North" look like...um..."190 North" (I can't think of a worse put-down, sorry). Imagine a round-table / magazine show hybrid with Andy Shaw, Chuck Goudie, Charles Thomas and Paul Meincke focusing on the week's current events. Holy crap, that would be the greatest local TV show on the air! Even if it were just a collection of the packages they produced during the week it would be cool. Channel 7's got all that talent, but I think they're missing a huge opportunity.
LETTERS TO THE CME
Saturday, Dec 13:
It was a few years ago when I sent in a couple of opinions about various things. You published a few and then I think you retired from the biz. But, now, I've found your website again and love it. It looks fantastic and it's nice to see real media opinion reflecting Chicago broadcasting.
Of course, in a nutshell, XRT has no new talent, the Sun Times is a shaky tabloid at best, Fox has no business being on the air, Hosea Sanders is way too perky for my tastes, and John Kass just doesn't have the balls to go all the way.
To close, the Simpsons at 10 is the best world comment airing...and that's sad. (M.J.)


THE CME SEZ:
Thanks. I'm still interested in everyone's thoughtful opinions, no matter the length. By my count, I retired this web site three times and then kept resurrecting it. Hopefully I'll have a more consistent publishing schedule in 2004. The new plan calls for Monday as Pub day.

Tuesday, Dec 16:
During Sunday's Bears/Vikings game, Fox ran a video atmosphere shot of the Water Tower at Pearson and Michigan. The video was probably about 5 years old. How do I know this? It showed full-on the OLD Park Hyatt Hotel on Chicago Avenue. Glad to see they're getting their money's worth on that videotape. (T.C.)

THE CME SEZ:
Wow, nice catch. I wonder if they can use some old film of Riverview.

Thursday Dec 18:
In today's Sneed column, December 18, she writes that Blagojevich has his security detail call his hairbrush "the football" because he's a big sports fan.
She must not know that the briefcase containing the nuclear attack codes that a military officer that is always with the president carries is called "The Football" (G.J.)


THE CME SEZ:
I would bet that Rod calls it "The Football" as a joke and that Sneed doesn't get it.
ASK THE CME
No queries came in this week. C'mon, folks…I might have some answers.
OUT OF THE BOX
I'm still thinking inside the box right now...maybe next week...










The Chicago Media Examiner is published by John Kuczaj
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