MediaBuyerPlanner: While Katie Couric’s newscast on CBS has dropped by more than half since her debut in September, sinking to record lows among total viewers, she has been successful in boosting the newscast’s female audience and in lowering its median age.
CBS is, in fact, trending better than the other major networks in those categories, though it is lagging far behind in ratings, writes Media Life.
World News Tonight with Charles Gibson on ABC is down 10 percent in women 18-49, according to Nielsen data analyzed by Magna Global USA, while NBC’s Nightly News with Brian Williams has slipped 18 percent in women in the same age bracket.
CBS Evening News has not seen year-to-year declines in either women 18-49 or women 25-54.
The median age of Evening News has dropped by a year since last year, to 60. World News Tonight has gone up nearly two years, to 61, while Nightly News has added more than a year, also to 61.
Related stories:
- CBS Stands Steadfastly behind Couric, Plans ‘Aggressive’ Campaign
- CBS News Pulls Lowest Ratings Since 1987
- CBS Newscast Draws Lowest Figures since Couric’s Arrival
- With New Exec. Producer, Couric Tougher Already
- CBS Evening News Names New Producer
- Couric Ends Week Two at No. 1
- Couric’s CBS News Slips to Third; Media Buyers Divided
- Katie Couric’s News Debut Averages 9.1 Rating
- Nightly News Programs Likely to Settle Down
