March 5, 2010

WWL-TV Wins February Sweeps & Shows Significant Increases

New Orleans, LA - During the February ratings period, WWL-TV, Channel 4 has again won the sign-on to sign-off battle according to Nielsen Media Research. This continues a winning streak that has lasted more than 30 years and 140 sweeps. The station also showed significant ratings increases in its morning, 5PM and 6PM newscasts.

Through a variety of events ranging from the election of a new Mayor to Mardi Gras, from the Super Bowl to a Saints victory parade, viewers relied on the in-depth coverage provided by Channel 4.

WWL-TV anchor Eric Paulsen said, "Viewers turned to us during the dark hours of Katrina. It's nice to know that they also turn to us during our most hopeful moments. This has been an uplifting month for us in the ratings, but - more importantly - for our city and state."

Beyond following sports and the spectacle of Carnival season, Eyewitness News also drew viewers with their breaking news coverage, political reports and special features. The station continued its award-winning "4 Investigates" series uncovering everything from officials taking two homestead exemptions to a marijuana-like substance that's legal; those two reports have helped initiate policy changes on a local level, as well as changes to Louisiana law.

Paulsen also said, "Channel 4's main focus has always been good journalism, telling good stories. We have a longevity and history with the people of Louisiana that no other station in this market has. It's a tremendous responsibility, one that we don't take lightly."

During the sweeps period, Channel 4's "Early Edition" with anchor Rob Nelson, received a 7.6 rating; this 5AM program ranked higher than any of the other New Orleans stations' 5PM newscasts. Channel 4's "Eyewitness Morning News" from 7-9AM, co-anchored by veterans Sally-Ann Roberts and Eric Paulsen, earned a 12.8 rating; this was a more than 2 point increase over the first sweeps period of 2009. Paulsen also won at mid-day, with a 15.9 rating, or one-third of the audience in WWL-TV's DMA.

Co-anchors Angela Hill and Dennis Woltering's "Eyewitness News at Five" achieved a 15.5 rating, earning a 25% share of all households. Their audience was larger than the audience of all of the market's other 5PM newscasts - combined. Hill and Woltering also led at 6PM, where Channel 4 earned an amazing 16.9 rating, a 2 point increase over the previous rating period. At 10PM, anchors Mike Hoss and Lucy Bustamante won the market's late news crown with a 12.6 rating for "Eyewitness News Nightwatch".

Source: Nielsen New Orleans overnights, rolling averages (February 3, 2010 to March 4, 2010)


About Belo Corp.

WWL-TV is part of Belo Corp. (BLC), one of the nation's largest pure-play, publicly-traded television companies, that owns and operates 20 television stations (nine in the top 25 markets) and their associated Web sites. Belo stations, which include affiliations with ABC, CBS, NBC, FOX, CW and MyNetwork TV, reach more than 14 percent of U.S. television households in 15 highly-attractive markets. Belo stations rank first or second in nearly all of their local markets. Additional information is available at www.belo.com or by contacting Chris Merrifield, WWL-TV Community Affairs Director at 504-529-6273.