Rather-Chung Team Shows Small Ratings Gain

CBS’ new anchor team of Dan Rather and Connie Chung gained little ground in the ratings during their first week against front-runner Peter Jennings of ABC, the A.C. Nielsen research firm reported Tuesday.

Launched with great fanfare, the new “CBS Evening News,” which added Chung as Rather’s partner, increased its average ratings during the May sweeps by 5% last week, said David Poltrack, CBS’ senior vice president for planning and research.

“News ratings gains are glacier-like,” said Poltrack. “Audiences are loyal. What we’re looking for is sampling, and we’re getting sampling. It will probably be a month before we know whether the samplers become regular viewers.”

Jennings, anchor of ABC’s “World News Tonight,” remained way ahead last week despite the publicity blitz launching the Rather-Chung newscast.

“World News Tonight” averaged a 9.6 rating and 21% of the audience. The “CBS Evening News” had an 8.7 rating and 19% audience share. (Each ratings point represents 931,000 homes.)

The “NBC Nightly News,” which was preempted a number of times in the West because of pro basketball playoff games, was last with a 6.9 rating and 15% share. NBC anchor Tom Brokaw was on vacation.

During the monthlong May sweeps, the “CBS Evening News” scored slightly lower than during last week’s Chung-Rather debut, with an 8.3 rating and 18% of viewers. Jennings again was the leader during the sweeps, with a 9.4 rating and 21% of the audience. NBC brought up the rear with an 8.1 and 18% share.

CBS hopes that the summer launching of the Rather-Chung team gradually will increase the number of viewers so that the evening news broadcast goes into the new fall season in stronger shape. Although it is the No. 1 prime-time network, CBS’ leadership has not rubbed off on its evening newscast, where Jennings has established a firm grip.

Poltrack said sampling normally increases during the summer because of vacations, when potential viewers are more often free from nightly commuting.