WBAL, Baltimore’s NBC affiliate owned by Hearst, finished in first place among adults 25-54 in every major weekday newscast in the July ratings. This includes the 4:30, 5 and 6 a.m. time periods as well at 5, 6 and 11 p.m. John Baldwin, WBAL’s creative services director, said that even though his station is an […]
This includes the 4:30, 5 and 6 a.m. time periods as well at 5, 6 and 11 p.m.
John Baldwin, WBAL’s creative services director, said that even though his station is an LPM (local people meter) market, the July numbers are still important.
“As an LPM market, every day is a ratings day in Baltimore. Because of that, I think the traditional sweeps periods of February, May, July and November take on a different feel.”
The difference, Baldwin said, is that instead of getting those “green magazines from Nielsen filled with page after page of numbers,” after the ratings period is over, the station gets an email every morning around 6:30 with screens of numbers.
On July 24, an EF2 tornado struck the Eastern Shore region of Maryland, and that day, WBAL’s digital properties had close to a million page views.
The day the tornado hit, WBAL aired a special hour-long newscast at 4 p.m. which was, Baldwin said, mostly “presented live from the scene.”
That newscast was #1 in the time period in Adults 25-54.
“In addition to the tornado coverage, July brought Maryland additional extreme weather events and a wide variety of important news stories that the 11 News Team covered on all platforms,” said Dan Joerres, WBAL’s general manager.