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Published on Tuesday, 31 May 2011 15:38
As mentioned
HERE last week, WGN-TV's Pat Tomasulo, sportscaster for the WGN Morning News and local stand-up comedian, filled in for Regis Philbin, co-hosting "LIVE! with Regis & Kelly" with Kelly Ripa last Friday morning. That particular episode, gave "LwR&K" the top local ratings and shares for that hour, well above any other local programming.
According to Nielsen Media Research overnight ratings for Friday May 27th, for the 9:00am hour in the Chicago market, the total household shares for local programming looked like this:
WGN-TV - "Live! with Regis & Kelly": 2.7
WLS-TV - "Windy City LIVE": 2.4
WMAQ-TV - "Today Show": 1.6
WBBM-TV - "Let's Make A Deal": 1.0
WWME-TV - "Perry Mason": 1.0
WFLD-TV - "Good Day Chicago": 0.9
WCIU-TV - "Dr. Phil": 0.4
WPWR-TV - "Judge Pirro": 0.2
While the total, all-ages numbers (aka "households") are interesting to know, advertisers care more about demographics than households -- especially the 25-54 demographic, and in the case of morning television, they most of all care about Women ages 25-54.
The total shares for Adults ages 25-54 for last Friday morning at the 9:00am hour for local programming looked like this:
WGN-TV - "Live! with Regis & Kelly": 1.9
WLS-TV - "Windy City LIVE": 1.1
WBBM-TV - "Let's Make A Deal": 0.5
WMAQ-TV - "Today Show": 0.4
WCIU-TV - "Dr. Phil": 0.3
WFLD-TV - "Good Day Chicago": 0.2
WWME-TV - "Perry Mason": 0.1
WPWR-TV - "Judge Pirro": 0.0
The total shares for Women ages 25-54 (the most important demographic for this time period and programming) for last Friday morning at the 9:00am hour for local programming looked like this:
WGN-TV - "Live! with Regis & Kelly": 2.0
WLS-TV - "Windy City LIVE": 1.5
WMAQ-TV - "Today Show": 0.6
WCIU-TV - "Dr. Phil": 0.5
WFLD-TV - "Good Day Chicago": 0.4
WBBM-TV - "Let's Make A Deal": 0.1
WWME-TV - "Perry Mason": 0.0
WPWR-TV - "Judge Pirro": 0.0
Clearly, the initial "buzz" about WLS-TV's "Windy City LIVE!" died down dramatically after the first day ratings from Thursday. That, coupled with a purposeful push by "Live! with Regis & Kelly" syndicators to try an capture as much of the wandering "Oprah Winfrey Show" audience as possible on Friday, paid off for WGN-TV. The WGN-TV/"LwR&K"
"Great Chicago Giveaway" contest, which is exclusively targeted to the Chicago market, continues on through the end of this week. Will "LwR&K" be able to keep the morning lead that was gained at the end of last week, or is this just a stunt rating? With "Windy City LIVE" still growing and attempting to book some top guests, plus with a marketing push still coming from WCIU-TV/"The U" to spotlight their new morning line-up, Chicago's morning television leader is still up for grabs. A clear winner, if any, will not be decided for quite a while.
Even if WGN-TV's airing of the syndicated "Live! with Regis & Kelly" does manage to become the 9:00am leader, those leading ratings could be short-lived. Earlier this year, Regis Philbin announced he would be stepping away from the program in November of this year, to pursue other show business opportunities. That could once again, leave the door open for other Chicago stations to grab some of the audience looking for new morning entertainment.
