Broadcasting high quality programs in 5:00 AM, 12:00 PM and 4:00 PM is important, because the audience that viewing television is increasing from these time slots. Programs with high rating and share can act the role in “lead-off” strategy.
On Tuesday, Columbus has experienced bad weather. The higher HUTs than usual indicates that people stay at home and they care about the influence brought by the bad weather. On Tuesday, CBS10 played “special weather report” instead of regular “Early Show”, while other three stations still played national news. It was a wise choice to report weather situation when people needed it.
The rating of CBS 10 is relatively high when the station is showing “CBS10 TV News at 6 AM”, “CBS10 TV News at 12 PM” and “CBS10 TV News at 11 PM”. These programs are reporting the local news in Columbus. It shows our advantage is reporting local news.
Overall, the performance of CBS 10 is better than other three stations, because bothe of the rating and share are higher.
The HUTs of Columbus is increasing from 7:00 AM to 9:00 AM. While the rating of CBS 10 increase rapidly in this time period. The audience in early morning daypart mainly flow to FOX and ABC. Reason: In 7:00-9:00 AM of Monday, the HUTs increased 14%, while the share of FOX increased 20%, the share of ABC increased 37.5%, the share of NBC decreased 9%, the share of CBS decreased 35%.
In 7:00-9:00 AM, CBS10 plays “Early show”, which is a national news program. In the same period, ABC plays “Good morning American”, NBC plays “Today” and Fox plays “Good Day Columbus”. Both of “Good morning American” and “Today” are national news programs. “Good Day Columbus” is a program about local news. Audience prefer to watch local news or high rated TV shows in 7- 9 AM.
The rating trends of CBS10 shows that the rating decreased rapidly from 5:30 to 6:30 PM. Audience mainly flow toward NBC. Reason: In 5:30-6:30 PM of Monday, the HUTs increased 9%, while the share of NBC increased 31%, the share of ABC decreased 12.5%, the share of FOX decreased 33%, the share of CBS decreased 13.6%. In this time period, NBC plays “Nightly News”, while CBS plays “Evening news”, ABC plays “ABC world news” and Fox plays “Family guy” and “office”. The “Nightly News” is ranked higher than programs showed on other three stations. It shows that audience would like to watch news rather than TV shows in 5:30-6:30 PM. Among these stations who broadcast news, audience prefer to watch high rated TV news programs.
On Saturday, the rating of NBC is higher than CBS from 7:00 AM to 8:30 AM. During this time period, NBC has broadcasted “Saturday Today” and “NBC 4 Today Saturday”, while CBS has showed “Early show”. The difference between two stations is that NBC’s programs fit more on Saturday. “Saturday Today” and “Early show” are programs about national news. “NBC 4 Today Saturday” is a program reported local news. ABC has played “Good morning American Saturday” in the same time period, but the rating is low. People have preference to watch local news that is special for Saturday.
On Sunday, Superbowl brought great increase in rating of CBS 10. Superbowl worked as a good “lead-in” program to the following TV shows and evening new in 11 PM.
Keep playing “special weather report” in inclement weathers or urgent weather situations.
Keep to play “CBS10 TV News at 6 AM”, “CBS10 TV News at 12 PM” and “CBS10 TV News at 11 PM”. These programs have high ratings and shares. They act the role of informing local news to residents in Columbus.
On weekdays, change the “Early show” in 7-9 AM as a talented anchor reported local news or local interesting stories.
On weekdays, improve the news quality or program quality of “Evening news” at 6:00 PM. Put more efforts on news production on this program.
On Saturday, move Local news program “CBS10 TV NwSHD @ 6” to 7:00 AM to 8:30 AM. Move “early show” to 5:00 AM to 6:00 AM. Make this news program fit more in Saturday, such as local activities, local weather and so on.
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.
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.
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.