ATLanta CBS 46 rating report analysis

Introduction

• The trends of HUTs in Atlanta shows it is important for programs that start from 6:00 AM, 12:00 PM and 4:00 PM to be attractive. Increasing audiences turn on TV in these time slots. Good programs can keep audience flow in our TV station.
• In weekdays, three programs perform well in CBS 46 station: 11:00-- AM Price RT; 4:00 PM-- ATL news@4pm; 10:00 PM—CSI or Good Wife. It is because their ratings are top three among all programs in CBS 46. These programs can be listed as our excellent programs. We can take advantage of these programs to apply the “Lead-in” strategy.
• The HUTs of Atlanta is increasing from 4:00-10:00 PM, while the rating of CBS 46 is decreasing rapidly from 4:30-5:00 PM, and then maintains a low rating in period from 5:00 to 7:30 PM. CBS46 broadcasts “People’s court” and “Insider” from 5:00 to 7:30 PM.
• In the same time period (5:00-7:30 PM), COX reports local news and worldwide news; NBC plays Dr. Phil, local news in 6 PM and news reported by a famous anchor; FOX shows local news and entertainment news. In 5:00 PM time slot, audience flow mainly toward FOX and COX and a small part of audience flows toward NBC. Reason: In 5:00-7:30 PM, the HUTs increased 6%, while the share of FOX increased 32%, the share of COX increased 7%, the share of NBC maintains the same, the share of CBS decreased 32%. Audience prefer to watch news or high rated TV shows in 5PM.
• The rating of early morning news in CBS 46 is lower than other three stations. Although the rating of early morning news in CBS 46 is increasing, the growth rate is lower than other three stations.
• The 10:00 PM TV shows in CBS 46 has relatively high rating. We use these CSI shows or “GOOD wife” show as “lead-in” programs to 11:00 PM local news.
• We lose audience from 10:00 TV shows to 11:00 PM local news. In 10:00-11:00 PM, the HUTs increased 10%, while the share of NBC increased 100%, the share of COX increased 33%, the share of FOX decreased 40%, the share of CBS decreased 40%. Audience flow turns to NBC and COX 11:00 PM news.
• In weekend, the performance of CBS 46 is very bad. It has lots of paid programs in weekend, and the total rating is very low compared with other three stations.

 
Suggestions:

• We need to improve the quality of early morning news program. Put more effort or budget in news production.
• Maintain three excellent programs in the same slots and use them as lead-in of following programs. It is because audiences have formed the habit to view these programs.
• Changed the program of “People’s court” in 5:00 PM into news program or TV shows with celebrity. We can hire several anchors to host a news program. Try some new anchors with different personality or famous anchors that are familiar with Atlanta.
• Put more efforts on CBS Atlanta news in 11:00 PM.
• Get revenue through making more local news and then reduce the number of paid programs on Saturday and Sunday.