TV & VIDEO - July 14, 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 A. C. Nielsen ratings show. “ABC World News Tonight,” with a 9.7 rating and 20 share, barely topped “CBS Evening News,” which had a 9.6 and 20 share. “NBC Nightly News” figures were 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? Deborah Shinnick, ABC manager of news audience analysis, says, a lot of it has to do with the type of news that’s happening. She cited recent events in China, and added, “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.