TV & VIDEO - July 13, 1989

The size of the audience for the networks’ evening newscasts was up slightly during the second quarter of 1989 compared to a year ago, the Nielsen ratings show. “ABC World News Tonight” posted a 9.7 rating and 20 share to barely top “CBS Evening News,” which had a 9.6 and 20 share. “NBC Nightly News” had an 8.8 and 19 share. During the same period in 1988, ABC had a 9.6 rating, CBS 9.4 and NBC 8.6. Why were more people tuning in? “A lot of it is a function of the type of news that is happening,” explains Deborah Shinnick, ABC manager of news audience analysis, who cited recent events in China. “Audience interest in news generally fluctuates because most of it is content-driven.” CBS vice president of planning and research David Poltrack said that the presidential election contributed to lower ratings last year. When one story dominates the news, it can create a repetitive nature to the news, he said.