While all the general managers at all the stations in Baltimore warn about making too much of the July sweeps ratings period with the new Local People Meters, there is one local race that is sure to cause some eyebrows to be raised: weekdays at 4 p.m. -- the Oprah Winfrey time period.
Forget years, for decades, it seemed Oprah dominated. But not in July where WJZ's Eyewitness News beat Winfrey's show on WBAL both in households and in adults 25-to-54 years of age, the key sales demographic in news.
And worse news yet for Oprah, it looks like Baltimore could be part of national pattern of possible decline for Oprah.
During the first week of the month, Winfrey scored her lowest ratings nationally in 23 years, according to Media Life magazine.
There are two pieces of background that make this news even more interesting. First, the irony of Winfrey getting beat by WJZ, the Baltimore station at which she worked as an anchorwoman and co-host of a talk show from 1976 to 1983.
And second, because of her early career here, Baltimore has remained one of her strongest bases of loyalty and support. To lose Baltimore is not a good sign for Winfrey.
"Our people have worked very hard, and it's gratifying to see the progress we have made in generating viewership in that time period," Jay Newman, general manager of WJZ said Friday.
But again, let's not make too much of one sweeps period in July with brand new People Meters from Nielsen measuring the audience.
What are you watching, news or Oprah?
