Columbus CBS10 rating analysis report

​Introduction

• 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.

Suggestions:

• 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.