If once is an aberration and twice is a trend, then the back-to-back ratings numbers of WTVG-TV, Channel 13, are an early indication of the station’s Nielsen dominance to come.

In the November Nielsen ratings, the station’s seven newscasts swept its main competitor, WTOL-TV, Channel 11, in the all-important 25-to-54 age demographic and in total viewership, ages 2-plus.

It was the same for the February sweeps, as local viewers again preferred WTVG’s newscasts to WTOL’s in the same age demo and in total viewership.

In the weekday mornings, WTVG was watched by an average of 23,500 viewers from 5 to 6 a.m., and 56,000 from 6 to 7 a.m., compared with 11,000 and 21,000, respectively, for WTOL.

WNWO-TV, Channel 24, meanwhile, was watched by a total audience of 2,000 for its 5 and 6 a.m. hourlong newscasts.

In the advertiser-coveted 25-to-54 age demographic, WTVG was watched by an average of 10,000 viewers from 5 to 6 a.m., and 24,000 from 6 to 7 a.m., while WTOL drew an average of 6,000 from 5 to 6 a.m., and 12,000 from 6 to 7 a.m. in the same demographic. WNWO was watched by an average of 1,000 viewers ages 25 to 54 for its two-hour block of morning newscasts.

The noon newscast race was significantly tighter between WTVG and WTOL. The ABC affiliate was the preferred choice to the CBS affiliate among total viewers, 42,000 to 40,000, and in the age demo, 10,000 to 9,000. In January, WNWO launched its own midday newscast, airing from 11:30 a.m. to noon. The local NBC affiliate drew 3,000 total viewers to its new offering, 1,000 of whom were in the 25-to-54 demographic.

The early-evening local news continues to be the more popular consumption of TV news among Toledo-area viewership. For the 5-to-6 p.m. block, 50,000 viewers 2 and older tuned in to WTOL, 62,000 to WTVG, and 5,000 for WNWO. In the key age demographic, WTOL drew an average of 12,000 viewers from 5 to 6 p.m., WTVG was watched by an average of 22,000, and WNWO by 5,000.

For the 6 p.m. half-hour, WTVG was watched by an impressive total audience of 82,000, compared with 65,000 viewers for WTOL and 9,000 for WNWO. Each number represents the ratings highpoint for each station in February.

In the 25-to-54 demo, WTOL claimed an audience of 17,000, WTVG an audience of 28,000, and WNWO an audience of 3,000.

The 11 p.m. half-hour newscast was also a close ratings contest, relatively speaking, between WTVG and WTOL in total viewership, 49,000 compared with 45,000, with WNWO trailing at 6,000. 

In the age demo, WTVG drew 15,000 viewers, WTOL 11,000, and WNWO 3,000.

WTOL also broadcasts a noncompetitive morning news program from 9 to 11, which drew a total audience of 14,000 last month, 4,000 of whom were ages 25 to 54.

WUPW, which shares WTOL’s newsroom and staff, also doesn’t compete against other local stations for its four newscasts. 

The Fox affiliate’s 7-to-8 a.m. newscast was watched by a total audience of 3,000, with an average of 1,000 viewers ages 25 to 54. The station’s 8-to-9 a.m. newscast drew identical numbers. For its 6:30 p.m. half-hour news, WUPW drew 3,000 viewers in the age demo and 6,000 overall. The station’s hourlong newscast beginning at 10 p.m. was by far its best: 18,000 total viewers tuned in to get their late news early, with 6,000 of those viewers ages 25 to 54.

The next Nielsen ratings period is May.

Contact Kirk Baird at: kbaird@theblade.com or 419-724-6734.

First Published March 20, 2015, 4:00 a.m.