WXYZ-TV/Channel 7 Dominates In February Ratings; Action News Wins At 12n, 5pm, 6pm, 7pm and 11pm In Key Demographics

WXYZ-TV/Channel 7 Dominates In February Ratings; Action News Wins At 12n, 5pm, 6pm, 7pm and 11pm In Key Demographics

SOUTHFIELD, Mich., Feb. 28 /PRNewswire/ -- WXYZ-TV is the Detroit television market's number one station, sign-on/sign-off, according to the February 2008 Nielsen Media Research rating survey which ended Wednesday. WXYZ-TV garnered a 4.8 rating/11.3 share, versus WDIV's 4.5 rating /10.5 share, WJBK's 4.6 rating/ 10.9 share and WWJ's 1.8 rating/ 4.2 share. WXYZ's sign-on/sign-off win in February was especially noteworthy given the ratings boost that FOX/WJBK received due to their broadcast of the Super Bowl and 12 hours of first-run American Idol programming which aired in the February 2008 rating period.

WXYZ-TV's February 2008 sign-on/sign-off victory was largely attributable to the exceptionally strong performance of Channel 7's Action News. Action News was the number one newscast in the Detroit market for Noon News, 5pm news, 6pm news, 7pm news, the entire 5-7:30pm early news block and 11pm news among the key demographics of Women 25-54 and Adults 25-54. In addition, Action News at Noon and 5pm were the number 1 rated newscasts in TV Household and all other key demographic categories. 6pm Action News was also number one in all key demographics including Women 25-54, Men 25-54 and Adults 18-49. 11pm Action News was the dominant number one in delivery of Women 25-54 and Adults 25-54.

WXYZ-TV Vice President and General Manager, Bob Sliva said, "Over the past several months, local television news has become more important and meaningful than ever. The February 2008 rating period included breaking news coverage of several of the biggest local news stories in recent history. Our performance in February, particularly among our core audience of Adults 25-54, illustrates that Action News is metro Detroit's consistent and acknowledged news leader."

Action News' accomplishments in the February 2008 rating period include:
-- Action News at Noon, co-anchored by Robbie Timmons and Carolyn Clifford
was Detroit's dominant number one mid-day news. Airing 12n-1pm, Action
News delivers a 5.7 rating/17 share, versus WDIV's 5 rating/15 share
and WJBK's 3.4 rating/11 share. In addition to winning in TV
household rating, WXYZ's noon news also out delivers all mid-day news
competition in every key demographic category, including Women 18-49
and 25-54.

-- WXYZ-TV's 5pm Action News, anchored by Robbie Timmons and Carolyn
Clifford, was metro Detroit's number one choice for early news. WXYZ's
5pm Action News garnered an 8.2 rating/17 share, versus WDIV's 8.1
rating/16.8 share and WJBK's 3.8 rating/8 share. This is the thirty-
second consecutive rating book that 5pm Action News has placed first.
5pm Action News dominated the competition in all key demographics,
including Adults 18-49 and Adults 25-54. Among Women 25-54, 5pm
Actions News out delivers both WDIV and WJBK by more than 65%.

-- 6pm Action News with Diana Lewis and Stephen Clark, was Detroit's
number one newscast in delivery of all key demographics. 6pm Action
News out delivered WDIV among Women 25-54 by 43% (5.0 vs. 3.5) and
nearly doubled WJBK's performance (5.0 vs. 2.6). 6pm Action News beat
WDIV and WJBK in virtually every demographic category including Adults
18-49 and 25-54. WXYZ topped WDIV by 21% in Adults 18-49 and 22% in
Adults 25-54. WXYZ out delivered WJBK in Adults 18-49 and 25-54 by 61%
and 70%, respectively. Year-to-year, WXYZ is up 12% in Adults 18-49,
while WDIV is flat. Among Adults 25-54, WXYZ's demo growth is even
more evident, with WXYZ posting an 18% increase year-to-year.

-- 7pm Action News, anchored by the team of Stephen Clark and Carolyn
Clifford was the number one program in the 7-7:30pm time period in
delivery of key demographics including Adults 18-49 and 25-54. In the
all important category of Women 25-54, 7pm Action News out delivered
WDIV's Wheel of Fortune by 42%. 7pm Action News beat WJBK's TMZ across
the board, out delivering WJBK by nearly a 2-1 margin in TV household
ratings. Year-to-year, 7pm Action News is up 13% in TV household
ratings (7.7 versus 6.8) and up 23% in Adults 25-54. Year-to-year,
WDIV's Wheel of Fortune is down in virtually every key demographic,
including a 3% decline in Women 25-54. 7pm Action News also out
delivers WDIV's 6pm News in virtually every demographic category.

-- 11pm Action News is anchored by the team of Diana Lewis and Stephen
Clark. 11pm Action News was Detroit's number one late newscast in
delivery of key demographics, including Women 25-54 and Adults 25-54.
Year-to-year, 11pm Action News is up 6.5% among Women 25-54, while WDIV
is down 34%.

In non-news programming, WXYZ-TV also turned in top rated, powerful performances. WXYZ-TV's morning block programming (9-10am Regis & Kelly, 10- 11am Martha Stewart and 11am-12n The View) was number one, out delivering WDIV and WBJK by 34% in TV household ratings. WXYZ also wins in all women demographics, including W25-54, where they beat WDIV by 17% and top WJBK by 27%. In afternoons, ABC Soap Operas were also number one across the board, beating WDIV, WJBK and WWJ in all key demographics.

At 4pm, WXYZ's Oprah delivered a 6.9 rating/17 share. WDIV's 4-4:30pm newscast, Local 4 News delivered a 4.1 rating / 10 share, while WJBK's Judge Judy garnered a 2.7 rating/7 share. In addition to dominating in TV household ratings delivery, Oprah beats WDIV and WJBK combined in Women 25-54 (Oprah 5.4 rating vs. combined 4.8 rating).

The Writers Guild strike played havoc on prime time programming in February 2008. Overall, WWJ/CBS was down 45% in prime year-to-year, while ABC/WXYZ saw a 25% decline and NBC/WDIV an 8%. decline. FOX/WJBK, was up 27% in February 2008, courtesy of their Super Bowl broadcast and 12+ hours of original American Idol programming.

Each local rating point equals approximately 19,380 households; share represents the percentage of TV sets tuned into a program.

WXYZ is owned by the Scripps Howard Broadcasting Company and its parent, The E. W. Scripps Company (NYSE:SSP). Scripps is a diverse and growing media enterprise with interests in national cable networks, newspaper publishing, broadcast television stations, electronic commerce, interactive media, and licensing and syndication.

The company's portfolio of media properties includes: Scripps Networks, with such brands as HGTV, Food Network, DIY Network, Fine Living, Great American Country and HGTVPro; daily and community newspapers in 17 markets and the Washington-based Scripps Media Center, home to the Scripps Howard News Service; 10 broadcast TV stations, including six ABC-affiliated stations, three NBC affiliates and one independent; Scripps Interactive Media, including a leading online search and comparison shopping services, Shopzilla and uSwitch; and United Media, a leading worldwide licensing and syndication company that is the home of PEANUTS, DILBERT and approximately 150 other features and comics.

First Call Analyst:
FCMN Contact:

Source: WXYZ-TV

CONTACT: Marla Drutz, WXYZ-TV, +1-248-827-9300

Web site:

http://detnow.com/

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