PHILADELPHIA (CBS) — Maybe there is something good about getting up earlier. In its first major ratings book since starting its news day at 4:30 a.m., CBS 3’s Eyewitness News grew its audience among the key Adults 25-54 demographic day and night, according to the results of the November 2010 Nielsen sweeps period.
The early-to-rise news team of Ukee Washington and Erika von Tiehl joined by Meteorologist Kate Bilo and Traffic Reporter Bob Kelly drew a 33 percent increase in rating Monday through Friday in Adults 25-54 from 4:30 to 5 a.m. compared to November 2009, and a 13 percent increase in rating in the coveted demo in the 5 to 7 a.m. news period. The team moved back its newscast to 4:30 a.m. this past Labor Day.
The good news continued at both 6 and 11 p.m. led by the team of Chris May and Susan Barnett, with Meteorologist Kathy Orr and Sports Director Beasley Reece. CBS 3 was up 18 percent in rating Monday through Friday in Adults 25-54 at 6 p.m., moving from fourth to second place in the demo. CBS 3 was the only station to show growth in the demo at 6 p.m. At 11 p.m., the team also saw demo growth, increasing its audience in Adults 25-54 by 11 percent.
In prime time, CBS 3 placed first, increasing its audience 8 percent in rating in the Adults 25-54 demographic over last year.
“An earlier news day coupled with our branding efforts across all seven of the CBS television and radio stations locally, has given Eyewitness News its broadest appeal ever demographically,” says President and General Manager Jon Hitchcock. “Our goal is still to be the primary news source for the Delaware Valley and provide our viewers with the local information they need, when and where they want it.”
“It’s been an exciting year as we have taken full advantage of our CBS family connection to expose Eyewitness News to new audiences and develop new content for our viewers,” adds Susan Schiller, vice president and news director for both stations. “It’s gratifying to see people respond to our increased presence in the market as well as our broadcasts.”
CBS 3 (KYW-TV) and The CW Philly (WPSG-TV) are part of CBS Television Stations, a division of CBS Corporation.