MIRRORS CABLE NEWS VIEWING TREND AMONG BLACK VIEWERS
Overall Series Audience Growth is Pacing 27% Ahead of Last Season
SILVER SPRING, MD, OCTOBER 9, 2012 ? TV One has announced that the season four premiere of Washington Watch, its Sunday morning news program hosted by popular news analyst and columnist Roland Martin, was up a sizable 35 percent* in HH. This marked the strongest season premiere for the weekly Sunday news and public affairs program since it launched on TV One in September 2009.
This news comes on the heels of data recently released by Pew Research Center that shows a significantly greater number of Black Americans get their news from cable television than Whites or Hispanics. The Pew Research Center findings also noted that some sixty-nine percent of Black viewers received their news from television compared to 56 percent of Whites and 43 percent of Hispanics. Additionally, fifty percent of Black viewers said they watched cable news channels while the percentage was only 34 for Whites and 27 for Hispanics.
The September premiere for Washington Watch garnered a 0.25 HH rating and 142K homes. Last season the show’s premiere episode accounted for a 0.19 HH rating and 105k homes.
Overall, Washington Watch, now in its fourth season, is averaging a 0.24 HH rating and delivering 137K homes, pacing 27% ahead of the previous season’s average (0.19 HH / 108K homes).
Remarked TV One President and CEO Wonya Lucas, “Washington Watch has allowed TV One to keep our loyal and expanding viewership informed and up-to-date about key issues and current affairs on a regularly basis.” She added, “Roland Martin deserves much of the credit for the leap in viewership and we’re pleased to have become such an important touchstone for Black audiences during this important Presidential election year.”
Noted Mr. Martin, a two-time winner of the NAACP Image Award for TV One who has been nominated for five consecutive years, “From day one, we have been unapologetic in speaking to the concerns and desires of the Black community on a variety of social, political and cultural issues. Black Americans have made it clear that they want their perspective heard, and too often mainstream Sunday shows have ignored us.” He added, “But we’re not about pleading for an occasional discussion. We subscribe to the lead editorial of the first Black newspaper, the Freedom’s Journal (1827): ‘We wish to plead our own cause. Too long have others spoken for us.’”
According to Mr. Martin, over the next few months, Washington Watch will do shows focusing on hazing on HBCU campuses; Black power and Black wealth; and take the show on the road to New York and Los Angeles for its annual Hollywood edition.
ABOUT TV ONE:
Launched in January 2004, TV One (www.tvone.tv) serves 57 million households, offering a broad range of real-life and entertainment-focused original programming, classic series, movies, and music designed to entertain, inform and inspire a diverse audience of adult Black viewers. In December 2008, the company launched TV One High Def, which now serves 14 million households. TV One is owned by Radio One [NASDAQ: ROIA and ROIAK; www.radio-one.com], the largest radio company that primarily targets Black and urban listeners; and Comcast Corporation [NASDAQ: CMCSA, CMCSK; www.comcast.com], one of the nation’s leading providers of entertainment, information and communications products and services.
*Source – Nielsen: Washington Watch 9/2/12 – 9/30/12 Live+3 data
Monica Neal/ TV One
Don Ciaramella / The Lippin Group