A CLOSER LOOK AT CHANNEL 2'S 10PM AUDIENCE GAINS
As I mentioned last week, Channel 2 was the only station to have audience gains for their weekday late newscast. Channel 2's adult audience in November 2003 compared to November 2002 was larger by 65,600 while Channel 7 lost 18,900 adults and Channel 5 lost a staggering 138,100 adults. However, it would be incorrect and unfair to say that Channel 2 gained all that because of Diann Burns. Most of the credit for bringing the new viewers goes to CBS's Prime Time lineup, which had a great sweep; while you can delinitely give Diann & Antonio credit for KEEPING many of those viewers watching their news.

Let's take a look back at the November 2002 sweep, shall we?
The chart below shows the audience numbers for the 9:30-10pm half-hour, the 10-10:30pm newscast and the percentage of the audience the 10pm newscast retained.

November 2002 Adult Viewers in Thousands
18+ 18-24 25-34 35-54 55+
CBS M-F 9:30-10pm 355.0 14.1 31.3 154.2 155.4
Channel 2 News @ 10 233.5 6.0 14.4 91.8 121.3
Lead-in Retention 66% 43% 46% 60% 78%
NBC M-F 9:30-10pm 668.9 46.8 122.6 285.8 213.7
Channel 5 News @ 10 602.9 25.0 109.2 268.8 199.9
Lead-in Retention 90% 53% 89% 94% 94%
ABC Tu-F 9:30-10pm 472.0 30.8 79.0 197.8 164.4
Channel 7 News @ 10 541.8 16.8 45.5 218.9 260.6
Lead-in Retention 115% 55% 58% 111% 159%
Source: Nielsen Media Research, Nov'02 Chicago Reports

Basically, last November Channel 2 retained about 66% of the adult audience that CBS Prime had. Channel 5 retained 90% of the NBC Prime audience and Channel 7 seemed to retain all of its ABC audience as well as picked up another 15% from elsewhere (of course we can see that Channel 7 picked up lots of people age 35 and over, but lost lots of viewers 34 and under.

Here's the same chart, with November 2003 numbers:

November 2003 Adult Viewers in Thousands
18+ 18-24 25-34 35-54 55+
CBS M-F 9:30-10pm 410.1 8.6 38.7 169.0 193.8
Channel 2 News @ 10 299.1 4.0 15.5 103.8 175.8
Lead-in Retention 73% 47% 40% 61% 91%
NBC M-F 9:30-10pm 576.9 37.2 115.1 246.9 177.7
Channel 5 News @ 10 464.8 14.1 61.6 218.9 170.1
Lead-in Retention 81% 38% 54% 89% 96%
ABC Tu-F 9:30-10pm 519.8 32.8 66.3 201.1 219.6
Channel 7 News @ 10 522.9 10.6 44.9 207.6 259.8
Lead-in Retention 101% 32% 68% 103% 118%
Source: Nielsen Media Research, Nov'03 Chicago Reports

This November Channel 2 retained about 73% of the adult audience that CBS Prime which is better than the 66% retention from last year. Channel 5 retained 81% of the NBC Prime audience (worse than the 90%) and Channel 7 seemed to retain all of its ABC audience as well as picked up another 1% from elsewhere (down from to 15% last year).

Let's take a close-up of Channel 2's numbers:

Adult Viewers in Thousands
18+ 18-24 25-34 35-54 55+
Nov 2002 CBS M-F 9:30-10pm 355.0 14.1 31.3 154.2 155.4
Nov 2002 Channel 2 News @ 10 233.5 6.0 14.4 91.8 121.3
Nov 2002 Lead-in Retention 66% 43% 46% 60% 78%
Nov 2003 CBS M-F 9:30-10pm 410.1 8.6 38.7 169.0 193.8
Nov 2003 Channel 2 News @ 10 299.1 4.0 15.5 103.8 175.8
Nov 2003 Lead-in Retention 73% 47% 40% 61% 91%
Difference CBS M-F 9:30-10pm 55.1 -5.5 7.4 14.8 38.4
Difference Channel 2 News @ 10 65.6 -2.0 1.1 12.0 54.5
Source: Nielsen Media Research, Chicago Reports

So we see that the CBS Prime audience was up considerably in November compared to last year, and we see that Channel 2's newscast was up as well. Notice that Channel 2 did not keep pace with the CBS Prime growth in younger age groups while the 55 and older group dramatically outpaced the Prime Time growth. Does this mean that Diann Burns' fans are all over 55? No, don't be silly-just most of them are. The statement "Channel 2's news is up because of Diann Burns" is not really true because her newscast retained less 18-54 year old viewers than Channel 2 historically has while most of her viewership gains came in the 55+ age group. Channel 2's news is up because more people are watching CBS Prime and more viewers age 55 and older are watching Channel 2's news. Simple as that. Not terribly impressive, huh?

The big story isn't the fact that Channel 2's news numbers were up, but the fact that the Chicago News audience is dwindling, and I guarantee you that it's going to shrink a lot more by the end of 2004. Last issue I mentioned that Nielsen will be doing away with the sweeps in Chicago in favor of continuous audience measurement via their Local People Meters beginning in June 2004. It's a complicated issue, but the FACT is that Broadcast TV viewership is always less with the Local People Meters than with the traditional Meter/Diary system. Seriously, the audience figures will be declining just because it is a different methodology. Considering the viewership will decrease by 5%-15%, I have a question for all the news folks who wished the sweeps went away: Are you willing to take a pay cut in proportion to the viewership declines your newscast will suffer now after sweeps are gone? Hello? Anyone there? Huh. I thought not. Actually, that's not fair--it's the budget that'll be cut anyway, not salaries.

Meanwhile, an average of 1,286,800 Adults in the Chicago TV market watched the 10pm news in November 2003 compared to 1,378,200 in November 2002 and 1,398,000 in November 2001. That's a loss of 91,400 viewers vs. 2002 and 111,200 viewers vs. 2001. Ouch.

Those numbers refer to the average viewership during the entire newscast, but now I have some numbers reflecting the total unduplicated viewership. It's a number referred to as "Cume" or "Reach" which counts the viewing by each household or viewer once no matter how long they tune into the newscast. I only have Household numbers right now because the age groupings are only available from Nielsen via custom reports. In November 2003, 37% of ALL Chicagoland Households tuned into Channel 7's 10pm news every week for at least 15 minutes. 32% tuned into Channel 5's 10pm Newscast and 22% tunes into Channel 2. At 9pm, 27% of all Chicago TV Households tuned into Channel 9's Newscast in a given week while 22% tunes into Channel 32's News. The chart below shows how the cume numbers are on the decline, although if we assume most viewers tuned into only one news program, then some 60% of Chicago TV Households watched part of a 10pm news show while some 40% watched part of a 9pm news show. Research-wise it's a stretch to say that, but the real numbers (again, Nielsen could do a custom report for that) would not be far off from that.

Chicago Unduplicated Household Track
Nov 2001 Nov 2002 Nov 2003
M-F 10pm Channel 7 39% 42% 37%
M-F 10pm Channel 5 39% 38% 32%
M-F 10pm Channel 2 22% 20% 20%
M-F 9pm Channel 9 29% 28% 27%
M-F 9pm Channel 32 25% 23% 22%

Source: Nielsen Media Research Chicago Reports

That's number soup for this week...any questions?
RED FACE RETROSPECTIVE
The current issue of the Chicago Red Face is my last issue as Publisher/Editor-in-Chief. As fun and rewarding as it has been to publish a fake online newspaper for 60 weeks, I feel like it is time to move on to other things. One of those other things is a recommitment to THIS column, which suffered from an erratic publishing schedule in 2003. My leaving does not necessarily mean the Chicago Red Face is done for. Gregg Jaffe, my partner-in-crime on the site, intends to continue publishing after a short hiatus during which he will try recruiting a writing staff. I'm leaving on good terms and will even continue promoting the site on the CME once he gets everything in order.

Proving once again that I have no problem laughing at myself, this week's issue of the Chicago Red Face has a lead story about my leaving the publication. Since it was my swan song, I wrote the whole issue this week, including a long-planned parody of an Eric Zorn-Mary Schmich exchange.

The Chicago Red Face began as my response to the RedEye newspaper that the company I work for (I work in the Broadcasting division) decided to publish in late 2002. As a commuter under the age of 35, I was very insulted by what I saw (to be fair, I think the RedEye has improved by leaps & bounds since its debut), so I decided to make fun of it. The Red Face was born on November 5, 2002 as an extension of that week's CME. I got a big response that week, including the Association of Alternative Newsweeklies. I had been in the sketch comedy group "Funny How" with Gregg from September 2001 until the group fell apart in September 2002. He suggested that we do the Red Face on a weekly basis, and I agreed to keep it going when he said he had a few people lined up who wanted to write for the site. Unfortunately, free help is hard to find, harder to keep. For the most part, Gregg and I wrote everything every week. Almost immediately, the site changed from a parody of the Reds to a general fake news site.

A few facts about the Red Face
- In coming up with a name to parody the RedEye and Red Streak, the name "Red Face" beat out "Red Tide" and "Red Ass".
- I decided to go with pseudonyms for the articles and a credits box as a way to give the site a team feel among the writers. Unfortunately, Gregg and I pretty much stuck with the same pseudonyms and without other writers; it became easy to pick out which articles we wrote. I was Frank Williams and Gregg was William Rentero. Whenever one of us wrote something and the other heavily edited it, it came from the "Red Face Wires". I wrote every Jay Merryman column (no surprise there) while Gregg wrote all the parodies of Susanna Homan, Sneed and Kup.
- As my response to the Sun-Times sports section using flimsy excuses to publish Anna Kournikova pictures, I decided to feature Serena Williams every other week because she's a better athlete and (in my opinion) a much more attractive woman.
- On the non-Serena weeks, Gregg usually picked a hottie to put on the page. Hey, it's the internet--pictures of hot women bring in the page views.
- Gregg created most of the good pictures on the site.
- Jenny from River East, the rabid Chicago Sting fan debuted in the question of the week feature "What's on your young, wise, desirable mind?" in issue #7. It was a question about the Cubs and the joke was that she's a soccer fan but only of the Chicago Sting, not the Chicago Fire. She was an immediate hit and became a Q&A regular. The genesis of Jenny's fanaticism was one time over 10 years ago when I went to a Chicago Power indoor soccer game for free with some friends. I have a habit of yelling out nonsensical things at sporting events, and every time I screamed "GO STING!" a couple of elderly guys a few rows in front of us would turn around and laugh hysterically--even after the twentieth time. Let's face it--Chicago's soccer team should be named the Sting. The Fire was a crappy World Football League team. Screw the Fire. Go Sting!
- I received a few requests from journalists who wanted to be parodied in the Red Face. All requests were fulfilled.
- I finally got around to making an index of all the columnist/writer parodies. The list includes: Greg Couch, Folks, Stella Foster, Jon Hilkevich, Susanna Homan, John Kass, Kup, Debra Pickett, Ask Rhona, Richard Roeper, Steve Rosenbloom, Sneed, Why are they driving? and Bill Zwecker plus a few more. Oh, and 58 Jay Merryman columns making fun of Jay Mariotti. They say that imitation & parody are the sincerest forms of flattery, but to be honest, almost all were done to mock. Some were done with a wink & a nod--including those requested by the targets. I'll never tell.

My favorites among the articles I wrote
CTA: "We Are Now 73% Urine-Free!"
Blagojevich to Change Name of state to "Illinoisovich")
FBI searching for missing car owned by Loren-Maltese
Pirates to protest at Superbowl
Cardinal George: Fondling Down 47% in 2003
Chicago Celebrates Pulaski Day, Snubs Crawford Again
God Criticizes Parents of Septuplets
Wilford Brimley not checking his blood sugar often!
Fifth Third Bank Sues 1 2/3 Bank for Infringement
Chicago To Get New Newspaper, OY!
Fannie May Acquires Fannie Mae
Study: Penises Longer in 2002 vs. 2000
American Airlines Launches Discount Carrier
Lord Black resigns as Hollinger CEO, Lord Vader to take over

I very much enjoyed using the Red Face as a forum to ridicule the foolish.
My favorite targets were: George Ryan, Richie Daley and France (because, after all: France really IS a shitty, shitty place).

My favorite Daley pieces were:
Daley Wins By Landslide, Declares Martial Law
Arrogant Mayor outlines O'Hare land-grab
Wrigley Field Altered Without Warning

The Escargot-eating Surrender Monkey trilogy (part 3 written by Gregg):
France Surrenders to Iraq
France Surrenders to North Korea
"Planet of the Apes" Re-Issued on DVD; France Surrenders

The Chicago Cork Face that Gregg & I did was also a favorite.

All-in-all, it's been a fun 60 weeks.
To paraphrase Norm MacDonald and Dennis Miller: That's the fake news and I am outta here!
MUSINGS
Sun-Times sports columnist Jay Mariotti remains dead last in the Around The Horn Rotisserie Football League. He's now 107 points behind Woody and 262 behind the Boxing guy. After 16 weeks, the "ATH" Football standings are:
1294 for Max Kellerman (ESPN Boxing)
1216 for Tim Cowlishaw (Dallas Morning News)
1204 for Michael Holley (Boston Globe)
1144 for Woody Paige (Denver Post)
1037 for Jay Mariotti (Chicago Sun-Times)

The one thing I love about the weeks around Christmas and the New Year is that we get a chance to see different people filling in for the regular anchor teams. It's great to see Mark Suppelsa at lot. I love watching Randy Salerno and Patrick Elwood in the mornings because they're more entertaining (Read: hilarious!) than the people they're subbing for, yet they also retain their credibility. It may be a given that I totally enjoy watching future anchor star Danielle Serino at the desk, and she seems to be getting better and smoother every time she has the assignment. I like Janet Davies on anchor duty a lot--it's a nice contrast to her normal feature segments. I rarely watch Channel 2 or 5 news outside of the sweeps, so if anyone wants to point out someone there who has been doing a fine job substitute anchoring, lemme know.

A co-worker suggested to me that it may be worth watching or taping Channel 5's morning shows now that Dick Johnson & company have moved into their new off-campus studio. Apparently, there are some interesting characters among the groups of people who congregate outside "Studio 5" (seriously--that means Channel 5 only has 4 studios in the NBC Tower?). It's only a matter of time before some really bizarre stuff gets on the air in the backgrounds. I'm surprised a group from boystown hasn't shown up with a huge sign declaring "WE LOVE DICK!" I'm even tempted to show up one morning and see if I can't get large block-letter signs liberally dropping the F-Bomb on the air. I may be mistaken, but since Pioneer Court is a public way, I doubt I could be forcibly removed. Wouldn't a sign that just reads "F**K WERT" be hilarious if it got on the air? I don't know the man and have no ill will toward him...it just sounds funny to me.

The "Real Men of Genius" ads are getting a ton of press now that they've started to hit TV. Here's a fun website that archived all the radio ads.
LETTERS TO THE CME
Saturday, December 27th
John,
Great newsletter. You are funny and witty and your observations are right on target! Here are some random rantings and ravings. By the way, I'm not in the industry, but I am obviously a local news addict.
1. Jennifer Mitchell of NBC5 is outstanding, and underrated.
2. ABC7's Ben Bradley sounds like Ted Baxter.
3. Does anyone notice that there are no white anchors at NBC5 except for Dick Johnson and Allison Rosati?! No white anchors at CBS2 except for Stacia Dubin, Jon Duncanson, and Mary Ann Childers? If it were the other way around, wouldn't there be boycott plans, and protests outside NBC Tower and at McClurg Court?
4. After all these years, ABC7's Mark Giangreco still stands alone as the best sports anchor in town.
5. Jim Williams and Alita Guillen of CBS2 make a really good anchor team.
6. Doesn't Mark Suppelsa seem so much happier at Fox32?
7. The new Studio 5 concept is a good one.
Thanks, John, you do a great job. (K.N.)


THE CME SEZ:
Thanks for the kind words!
1. Agreed.
2. I disagree.
3. All the more reason for Channel 32 to go with a Jacobson-Suppelsa team full-time, to balance things out.
4. Agreed.
5. Agreed.
6. That's because he is.
7. And ironic that NBC built a skyscraper for the station, yet the studio is located in the Equitable building.


Sunday, December 28th
Today's Sun Times article on well-known Chicagoans who died in the last year was titled: "Last L Rides". It had Kup in there. He was well known, but take the L, that's pretty funny. My father was a cab driver for 40 years & picked up Kup numerous times. The last time I saw Kup, was over 2 years ago [August 2001]. I was waiting for a bus at Dearborn & Wacker & a car pulled up & stopped because of a red light. Kup was in the front passenger seat. The only thing wrong was that this was an unmarked Chicago Police car. (G.J.)

THE CME SEZ:
I also very much doubt that Sis Daley ever went near the "L".
ASK THE CME
No queries came in this week.
OUT OF THE BOX
I'm still trapped in this box...maybe next week...in the meantime...Happy News Year!










The Chicago Media Examiner is published by John Kuczaj
All opinions expressed on this site are just that--opinions. They belong to those people who they are attributed to and should not necessarily be considered as fact. Do not confuse the ruminations and opinions posted to this site with hard facts. Anyone who feels that some of these opinions should not be published should make a trip to the library, apply for a card (don't forget 2 forms of I.D.) and check out the US Constitution...specifically the stuff on "freedom of speech."
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