Chicago Sun-Times
Lewis Lazare follows Chicago media and marketing news

Blizzard brings in more viewers to local newscasts

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Chicagoans really care about the weather -- especially when a potentially historic blizzard is about to hit the city. Late news overnight ratings were unusually high for all late local newscasts Monday night, with the notable exception of Fox-owned WFLD-Channel 32.

Top-rated ABC-owned WLS-Channel 7 still bested all other stations with a whopping 11.2 rating (392,000 households), about two rating points higher than usual. But Tribune Co.-owned WGN-Channel 9's hour-long 9 p.m. newscast, which features popular meteorologist Tom Skilling in its weather reporting arsenal, was a close second with a 10.2 rating (357,000), nearly double what the station's average late news rating has been in recent weeks. The station has long considered Skilling a major draw, but no more so than now with the blizzard approaching. On Tuesday, the station's spokeswoman Diana Dionisio had even taken to reminding reporters that "we ARE weather to Chicago, after all."

Both NBC-owned WMAQ-Channel 5 and CBS-owned WBBM-Channel 2 also had considerably better-than-usual ratings success Monday, scoring 8.7 (304,500) and 8.0 (280,000) ratings respectively for their late newscasts. Only WFLD seemed unable to pull in any new viewers with the blizzard on the way. The station could only manage a 2.5 rating (87,500) for the night, about what it has been drawing in recent months.

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Lewis Lazare has written the Media Mix column for the Chicago Sun-Times for the past seven and a half years.

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This page contains a single entry by Lewis Lazare published on February 1, 2011 12:43 PM.

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