NBC5 news ratings still faltering

Local Nielsen ratings snapshot (Mon., Nov. 5)

by Ed Bark of UncleBarky.com

Keep those ratings away from the 10 p.m. "Talent." You don't want them openly weeping on live TV, although maybe that would pull a number.

NBC5's once all-conquering late night newscast is now in intensive care. Presented with a do-nothing lead-in from its network's Journeyman, the Peacock burrowed into fourth place Monday night in both the total homes and 25-to-54-year-old Nielsens. Both CBS11 and Belo8 more than doubled NBC5's audience in both ratings measurements. Let's take a closer look:

CBS11 has won two of the first three weeknights in the 20-night November "sweeps." Still, it trails Belo8 by a full rating point (24,356 homes) in that measurement and is farther behind among 25-to-54-year-olds, the main advertiser target audience for news programming.

CBS11 is now a prohibitive favorite, though, in the race for second place at 10 p.m. in total homes. It's averaging 187,541 for the first three nights, with NBC5 (129,087) hoping to hold off fourth place Fox4 (107,166).

The race for second among 25-to-54-year-olds still favors NBC5, although Monday night's dismal numbers were a punch to the kisser. In the three-night scorecard, CBS11 has jumped ahead of NBC5 in this key measurement, averaging 111,930 viewers to the Peacock's 94,710.

It should be noted that the NBC network remains in a sharp downturn, which obviously doesn't help its owned and affiliate stations. But NBC5's numbers have been sinking for some time now. Its oft-laughable, scratch-the-surface content and shoddy conversion to HD seem to be taking a toll at all hours of the day.

Monday's other major local newscast competitions were dominated by Belo8. Its Daybreak atypically edged Fox4's usually league-leading Good Day at 6 a.m., with the two stations tying for first among 25-to-54-year-olds. Belo8 won across the board at 5 and 6 p.m., although its victory margins were narrow at both hours in the 25-to-54 demo.

In prime-time, the Dallas Mavericks' gritty win over the previously undefeated Houston Rockets averaged 121,780 total homes on TXA21. ABC's Dancing with the Stars as usual nabbed the night's biggest audience (365,340 homes).

Fox's two-hour edition of Prison Break, shot in North Texas, perked up to easily beat NBC's faltering new Chuck in total homes. It also tied the Peacock's slowly fading Heroes from 8 to 9 p.m.

Among 18-to-49-year-olds, the key advertiser audience for entertainment programming, PB doubled the crowd for Chuck and trailed Heroes by just a smidgen in the battle for third place at those hours.

Check out Uncle Barky's thoughts on TXA21's "aggressive on-air and online campaign" at his blog.