Dr. Oz Charleston-Huntington
h:\tv research\synd\dr. oz\1027dr oz.charleston wv.doc
WSAZ-TV – CHARLESTON-HUNTINGTON Monday-Friday, 3-4PM
• Dr. Phil delivered tremendous results when it debuted on WSAZ-TV
WSAZ, M-F, 3-4PM HHs Women 18-49 Women 25-54 Montel 2001/02 3.9 2.7 3.0 Dr. Phil 2002/03 9.2 5.8 6.5 Percent change +136% +115% +117%
• Dr. Phil also elevated its lead-in and lead-out
- % Growth 2002/03 vs 2001/02 - WSAZ, M-F Households Women 18-49 Women 25-54 Passions 2-3PM +20% +22% +36% Oprah Winfrey 4-5PM +41% +26% +25%
• Additionally, Dr. Phil improved its time period when it moved to WOWK-TV in 2005/06
WOWK, M-F, 5-6PM HHs Women 18-49 Women 25-54 News 2004/05 2.5 1.1 1.4 Dr. Phil 2005/06 4.0 2.9 3.2 Percent change +60% +164% +129%
• Meanwhile, WSAZ-TV has declined sharply at 3PM without Dr. Phil
WSAZ, M-F, 3-4PM HHs Women 18-49 Women 25-54 Dr. Phil 2004/05 8.3 6.0 6.5 Millionaire 2005/06 4.3 3.1 2.9 Ellen 2006/07 4.5 3.1 3.5 Ellen 2007/08 4.2 3.0 3.3
Source: NSI, Charleston-Huntington; as dated, Nov/Feb/May/July avgs.
WSAZ-TV – CHARLESTON-HUNTINGTON Monday-Friday, 3-4PM
• Across the country, Oprah performs best with a talk show lead-in
Oprah Households Talk lead-in 6.1 Soap lead-in 6.0 Game lead-in 5.3
• Oprah performs even better with a Dr. Phil lead-in
Oprah Households Dr. Phil lead-in 6.5 Talk lead-in 6.1
• As a result, like Dr. Phil, Dr. Oz is the ideal program to lead-in to Oprah on WSAZ-TV
Source: NSI, Charleston-Huntington; as dated, Nov/Feb/May/July avgs.
WOWK-TV – CHARLESTON-HUNTINGTON Monday-Friday, 10-11AM
• Dr. Phil delivered tremendous results when it debuted on WSAZ-TV
WSAZ, M-F, 5-6PM HHs Women 18-49 Women 25-54 Montel 2001/02 3.9 2.7 3.0 Dr. Phil 2002/03 9.2 5.8 6.5 Percent change +136% +115% +117%
• Dr. Phil also elevated its lead-in and lead-out
- % Growth 2002/03 vs 2001/02 - WSAZ, M-F Households Women 18-49 Women 25-54 Passions 2-3PM +20% +22% +36% Oprah Winfrey 4-5PM +41% +26% +25%
• Additionally, Dr. Phil improved its time period when it moved to WOWK-TV in 2005/06
WOWK, M-F, 5-6PM HHs Women 18-49 Women 25-54 News 2004/05 2.5 1.1 1.4 Dr. Phil 2005/06 4.0 2.9 3.2 Percent change +60% +164% +129%
• Meanwhile, WSAZ-TV has declined sharply at 3PM without Dr. Phil
WSAZ, M-F, 3-4PM HHs Women 18-49 Women 25-54 Dr. Phil 2004/05 8.3 6.0 6.5 Millionaire 2005/06 4.3 3.1 2.9 Ellen 2006/07 4.5 3.1 3.5 Ellen 2007/08 4.2 3.0 3.3
Source: NSI, Charleston-Huntington; as dated, Nov/Feb/May/July avgs.
WOWK-TV – CHARLESTON-HUNTINGTON Monday-Friday, 10-11AM
• Rachael Ray declined in its second season on WOWK-TV
WOWK, M-F, 10-11AM HHs Women 18-49 Women 25-54 Rachael Ray 2006/07 2.1 2.1 2.1 Rachael Ray 2007/08 1.9 1.2 1.5 Percent change -10% -43% -29%
• Rachael Ray is a weak performer in the market overall
2007/08, M-F, TALK HHs Women 18-49 Women 25-54 Oprah WSAZ 4PM 8.2 5.6 6.4 Regis & Kelly WSAZ 10AM 5.9 3.3 3.6 Ellen DeGeneres WSAZ 3PM 4.2 3.0 3.3 Dr. Phil WOWK 5PM 3.2 2.8 3.2 Montel WCHS 10AM 2.1 1.5 1.9 Dr. Phil (B) WOWK 9AM 1.7 1.1 1.5 Morning Show WSAZ 11AM 2.6 1.3 1.5 Rachael Ray WOWK 10AM 1.9 1.2 1.5 Maury WCHS 9AM 1.6 1.2 1.4 Maury (B) WVAH 5PM 1.2 1.0 1.1 Jerry Springer WVAH 4PM 1.4 0.8 1.0 Martha WOWK 4PM 1.1 0.5 0.5 Steve Wilkos WQCW 1PM 0.3 0.2 0.3 Tyra WQCW 11AM 0.2 0.3 0.2 Tyra (B) WQCW 2PM 0.0 0.0 0.0
• Dr. Oz is poised to become the next franchise for WOWK-TV
Source: NSI, Charleston-Huntington; as dated, Nov/Feb/May/July avgs. ranked by Women 25-54
WCHS-TV – CHARLESTON-HUNTINGTON Monday-Friday, 5-6PM/10-11AM
• Dr. Phil delivered tremendous results when it debuted on WSAZ-TV
WSAZ, M-F, 5-6PM HHs Women 18-49 Women 25-54 Montel 2001/02 3.9 2.7 3.0 Dr. Phil 2002/03 9.2 5.8 6.5 Percent change +136% +115% +117%
• Dr. Phil also elevated its lead-in and lead-out
- % Growth 2002/03 vs 2001/02 - WSAZ, M-F Households Women 18-49 Women 25-54 Passions 2-3PM +20% +22% +36% Oprah Winfrey 4-5PM +41% +26% +25%
• Additionally, Dr. Phil improved its time period when it moved to WOWK-TV in 2005/06
WOWK, M-F, 5-6PM HHs Women 18-49 Women 25-54 News 2004/05 2.5 1.1 1.4 Dr. Phil 2005/06 4.0 2.9 3.2 Percent change +60% +164% +129%
• Meanwhile, WSAZ-TV has declined sharply at 3PM without Dr. Phil
WSAZ, M-F, 3-4PM HHs Women 18-49 Women 25-54 Dr. Phil 2004/05 8.3 6.0 6.5 Millionaire 2005/06 4.3 3.1 2.9 Ellen 2006/07 4.5 3.1 3.5 Ellen 2007/08 4.2 3.0 3.3
Source: NSI, Charleston-Huntington; as dated, Nov/Feb/May/July avgs.
WCHS-TV – CHARLESTON-HUNTINGTON Monday-Friday, 5-6PM/10-11AM
• At 5PM, Judge Judy has struggled in recent years
WCHS, M-F, 5-6PM HHs Women 18-49 Women 25-54 Judge Judy 2004/05 5.1 3.1 3.8 Judge Judy 2005/06 4.8 3.2 3.5 Judge Judy 2006/07 4.4 2.4 2.7 Judge Judy 2007/08 5.2 2.2 3.2 Percent change 2007/08 vs 2004/05 --- -29% -16%
• This season, Bonnie Hunt replaces Montel at 10AM and is underperforming in nearby Columbus and Cincinnati
COLUMBUS, OH CINCINNATI BONNIE HUNT, M-F WWHO, 5-6PM WLWT 2-3PM Week of 9/8/08 0.9 1.7 Week of 9/15/08 0.9 1.1 Week of 9/22/08 0.9 1.3 Week of 9/29/08 0.7 1.4 Week of 10/6/08 0.5 1.4 Week of 10/13/08 0.3 0.8 Average 0.7 1.3 Oct ’07 time period 1.1 1.6 Percent change -36% -19%
Source: NSI, Charleston-Huntington/Columbus, OH/Cincinnati; as dated, Nov/Feb/May/July avgs.