But WFTV-Channel 9 came out on top in most August ratings races, posting victories in early morning, in early evening and at 11 p.m. WFTV even moved ahead of WESH-Channel 2's more established news at 4 p.m.
The races are determined by the 25-to-54 age group, which is most important to news advertisers. Here are several time slots based on that age group:
At 6 p.m. weekdays, WFTV averaged 30,500 viewers to WESH's 22,500, WOFL's 20,500 and WKMG's 9,600.
At 11 p.m. Monday-Friday, the race was tighter, but WFTV still was in front with 28,600 viewers. The rest: WESH with 25,900, WKMG with 25,100 and WOFL with 16,500.
But WOFL was a strong No. 1 at 10 weeknights with 18,600 viewers. The Fox-owned station was well ahead of the WFTV news on sister station WRDQ-Channel 27 (with 8,000 viewers) and the WESH news on sister station WKCF-Channel 18 (with 6,800).
At 4 p.m., WFTV drew 12,300 viewers to WESH's 11,600. WFTV expanded its news into the time slot this summer. WKMG's 7 p.m. news did a bit better with 12,400 viewers.
At 6 a.m. weekdays, WFTV averaged 26,900 viewers to WESH's 15,100, WOFL's 11,000 and WKMG's 8,500. The WESH news drew an additional 1,400 viewers from a simulcast on WKCF.
August is heavy on reruns and reality shows, but the four main broadcast stations remained the most-watched sources of prime-time entertainment in the Orlando market. They were also the top draws in reaching the 18-to-49 and 25-to-54 age groups. The ABC lineup on WFTV pulled in the most 25-to-54 viewers, and the Fox lineup on WOFL was tops with the 18-to-49 demo, but the CBS lineup on WKMG easily had the most overall viewers.
Although the ratings game is figured on the 25-to-54 age group, WFTV still had an advantage in reaching more households in many time slots. For instance, at 6 p.m., WFTV reached 103,800 homes to WESH's 69,300, WKMG's 31,300 and WOFL's 30,500.
The September results will feature the start of the fall TV season on the broadcast networks. How will the new fare affect ratings? Stay tuned.