ATLanta vs Columbus CBS data analysis

Introduction

• CBS 46 in Atlanta and CBS 10 in Columbus have almost the same schedule in weekdays, except 3 time periods: 12:30 PM and 4:00-5:00 PM, CBS Atlanta has news programs while CBS Columbus has shows; 5:00-6:00 PM, CBS Atlanta has a show while CBS Columbus has a news program.
• Overall, CBS in Atlanta has the same local news hours as CBS in Columbus.
• Although the schedule of CBS46 and CBS10 are similar in weekdays, the patterns of rating are totally different. The rating of CBS in Columbus increased rapidly in four periods: 5:00-6:00 AM, 11:30-12:00 PM, 4:30-6:00 PM and 10:30-11:00 PM. The rating increases when the station is going to report local news. The rating of CBS in Atlanta increased rapidly in three periods: 9:00-11:30 AM, 12:30-4:00 PM and 7:30-10:00 PM. The rating increases at 4 PM is because of counter programming theory. Other three stations are playing shows while CBS is playing news programs.
• Columbus region has higher percentage of audiences to view television than Atlanta region in the morning, especially from 6:30 AM to 12:00 PM.
• The change of rating in CBS 46 (Atlanta) is relatively flat when compared with the rating trends of CBS 10 (Columbus). The standard deviation of rating of CBS 46 (Atlanta) is smaller than the one of CBS 10 (Columbus).
• The lowest rating in CBS 10 (Columbus) happened in 8 AM, when this station plays “Early show”, a national news program. The lowest rating in CBS 46 (Atlanta) happened in 9 AM, when this station plays “700 club”, a talk show from a Christian perspective.
• The trend of HUTs in Atlanta shows that it increases from 5:00 AM to 10:00 PM, and then decreases until 11:30 PM. The share of CBS46 basically keep stable from morning to night. Actually station is losing audiences from morning to night, because the HUTs is increasing before 10:00 PM while the share is still the same.
• Both of two stations have special weather report. When the special weather report showed in CBS 10 (Columbus), the rating of CBS increased rapidly, which is higher than usual weekday rating in same period. However, when the special weather report showed in CBS 46 (Atlanta), the rating of CBS increased a little bit. I think here are two reasons. 1. CBS 10 showed special weather report in 7:00-9:00 AM, while CBS 46 showed it in 5:00-6:00 PM. In the morning, people care about weather more, because it will influence their whole day schedule. In the afternoon, people are going home and will stay at home. They do not care about weather very much. 2.CBS 10 is the top stations to report local news in Columbus region. People have the tendency to tune in channels who usually did good jobs in local news when the weather is bad.

 
Suggestions to Atlanta CBS 46 station:

• The local news is the key to earn rating and share. It is important to improve the quality of local news program.
• Put the local weather report in a proper position and use it to improve the reputation of the station.