Oregon Media Insiders

Here is how I'd spin the ratings story for each station (in order of station #)

Pro KATU

We've nearly doubled our audience in the early morning time period, the 6a is showing growth as well. AM Northwest is also up slightly. We're also up at noon. As for the four, yes we barely lost to KPTV, but don't forget starting at 4pm is a new time period for us too. And we're really happy because we're up in all early evening time periods from last May. Finally at 11pm, we're also trending up and now less than a point away from KGW's 11.

Anti spin...

Yes, KATU is up in the mornings, but still has half the audience of KPTV and KGW at 6a. Noon is relatively flat despite the anchor changes and although yes you lost slightly to KPTV at four, the time period is down nearly a point from when you had Millionaire and your 4:30 news with Deb Knapp.
Your early evening news is really flat and still down from a pretty good book in Feb. At 11pm you are up only slightly and now farther away from KOIN than you have been in a long time.

Pro KOIN

We haven't lost much, if any ground in the mornings despite CBS's awful morning numbers. At noon we are giving KATU a run for their money, now tied with them. At 5 and 5:30 and 6 we are up from last May. (And even Katie's show is up more than a point from last May!) But the big story is our 11pm where we have finally beaten the giant KGW by nearly a third of a point! We are pulling way over a 5 rating at 11 now and that is pretty good in anyone's book. In fact our 11 is up more than a full point over last May.

Anti KOIN

Numbers are still anemic in the mornings. From 4:30am to 9am, there is only one half hour of news that rises above one point. (6-6:30 1.3). Though you had very modest gains in the early evening, you are still running 3rd behind KGW and KATU. And yes, while you did beat KGW by 3/10's of a point, your leadin was a full 3.5 points above KGW.

Pro KGW

We once again had a great book. We are up at 4:30am.. a half point up even at that early hour. At 5am we darn near doubled our audience compared to last May. At 6am, we're up almost a full point from last May. And yes, we beat KPTV at 4:30 and at 5:00am and at 6:00am for the second book in a row. Do we smell a streak? We are back to kicking ass at noon with ratings that beat KOIN and KATU combined. At 5pm we're up a full point over last May, our six is up over last May, and we're up too at 6:30pm. And yes we got beat by KOIN by a tiny 3/10ths of a point, but our leadin was a 4.5 average to an average of 8 for KOIN. How big is that? Well keep this in mind, even with House and American Idol, KPTV's average nightly leadin was only a 7.5. Again, KOIN's average was an 8! Even our broadcast on CW is up! Life is good.

Anti KGW

Yes, you're up, but you can't talk dynasty just yet over KPTV.. seeing as how you only beat them by a half point at 4:30, less than a third of a point at 5am and only a tenth of a point at 6am! It's still anyone's game. Really there's not all that much you can see against KGW except you have to wonder why their 11pm is the only 11pm newscast to continue to lose audience. And what up with that newscast on CW? After all this time, effort and promotion, it still can't even muster a 2 rating. And the CW is only up by 2/10 of a point and get this, it's actually down from its CW 9pm lead in.

PRO KPTV

Well how's this for starters. More people watch our news product in the mornings and at night than any other tv station in town. We're up from last Feb at 4:30, We're up at 5am from last Feb and at 6am we're up almost a full point from last Feb and nearly a half point from last May. From 7-9am when we continue to sell all of our own commercials, we averaged a 5.7 for the block! That number easily beats KGW/KOIN/and KATU once again! Now, how about our newest newscast... the 4pm. Though we only started it in late Feb, it's already beaten KATU and even beat Oprah a couple of times during the book. It's also raised the viewship in that time period by more than a point and it's helped improve the programs before and after it. In fact, the 4pm newscast is one of our highest rated programs out of prime. At ten, we are once again, up. Up from Feb, up from May, that's even though our prime time lead in is down a full point from Feb and down 3/4's of a point from last May. The 10 O clock News is once again the most watched newscast after dark beating KOIN's 11pm by TWO FULL POINTS. And finally at 11pm there's also more good news as the numbers show we are up from both Feb. and last May.

Anti KPTV

Yes, you had very marginal gains, but you're are still losing to KGW when you go head to head. Sure you win from 7-9, but that's against national shows. And at 4pm, you may have beaten KATU, barely, but your numbers at 4pm are still well below those of KGW, KOIN, and KATU's 5pm newscasts. You can't compare your 10pm against the other 11's since there are so many more people watching at ten than there is at 11. And as for that show at 11pm, it is still behind #3 KATU by nearly a point.