last link on the left

The "Fall 2007" book measured Edmonton television audiences from October 18th to 31st and November 8th to 21st. In January 2008 CTV and Global Edmonton both made claims declaring themselves the viewer's favourite choice. What gives?

Unlike the Bureau of Broadcast Measurement's radio ratings, details of television surveys are generally not made public ... unless stations have something good to say about themselves. In the case of the fall ratings, the same set of numbers seemed to be able to serve two masters.

Both stations quoted the same source: 2007 Fall BBM Analytics, Extended Market Area, Average Quarter Hour Audience, A18+, Monday to Friday.

In the PR war that followed the release of the numbers, Global seemed to shout loudest with a newspaper ad staking their claim as Edmonton's #1 news source.

"We'd like to thank all the Global Edmonton viewers for their loyalty in 2007. The across-the-board ratings increases are a direct result of the hard work of the most experienced news team in Edmonton,” Neill Fitzpatrick, Global Edmonton's news director, said in a press release.

The release also explained some of the upward arrows in the ad:

* Global Edmonton's 6 p.m. 'News Hour' increased viewers by 23 per cent, averaging 116,400 viewers compared to Fall 2006, while CTV's decreased by four per cent.

* In the major hub of the Edmonton Area (Central Market), Global Edmonton's 'News Hour' is the #1 6 p.m. newscast with 93,200 viewers compared to CTV's 88,100.

* Global Edmonton's 'News Hour Final' broadcast was the #1 local late night news program in Edmonton. 'News Hour Final' increased viewers by 23 per cent, averaging 37,000 viewers compared to Fall 2006, while CTV's Late News decreased by 23 per cent.

* Global Edmonton's 'Early News' broadcast was the #1 program in the 5 p.m. block in Edmonton. 'Early News' increased by nine per cent, averaging 63,700 viewers compared to Fall 2006, while CTV's Oprah decreased 17 per cent.

* Global Edmonton's 'Morning News' broadcast was the #1 morning news program in Edmonton. 'Morning News' increased by six per cent, averaging 36,200 viewers compared to Fall 2006, three times the audience of all competitors' morning news combined.

* Global National was the #1 national newscast in Edmonton. Global National averaged 78,200 viewers, 130 per cent more than CTV National's 34,000.

Lynda Steele thanked viewers for making Global "the number one news station in Edmonton." Steele pointed out that the station's numbers for every single newscast were up, in some cases "dramatically."

During the hand-off banter with weather person Nicola Crosbie, Steele said it was a privilege to be the number one station in the Edmonton metro area. For her part, Crosbie thanked viewers for all their notes on Facebook.

CTV countered Global's claim with a spot stating it had 132,400 viewers for its supper hour newscast – making it "number one at six, more than all the other competition combined."

Darryl McIntyre also thanked their viewers "who helped continue to make CTV News in Edmonton number one across the province."

CFRN's announcement also revealed the plight of CBC Edmonton and CityTV (who moved their supper hour newscast up a half-hour to 6:00 p.m. in February 2008).

A press release stated "CTV is Canada's Overwhelming Choice for Local News," based on the BBM Canada Fall 2007 Report (Viewers 2+). There was a further claim the report confirmed CTV Evening News at 6 p.m. as the top-ranked newscast in 11 of 12 major Canadian markets.

"Every evening more than 1.5 million viewers tune into CTV Evening News, making it regularly one of the Top 10 programs nationally on Canadian television," the release stated.

So at the end of the day it's perhaps safest to call the match a draw, with viewers being the ultimate winners – benefitting from the increased competition such close numbers invite.

The next ratings period takes place February 7th to March 6th, 2008 with numbers expected to be released May 2nd.

While CTV only ran its victory spot on the day the ratings were released, Global reminded their viewers for nearly two weeks ...

... of their lineup of newscasts and personalities that made the station Edmonton's number one news source.

television - edmonton ratings archives - fall 2007