TV Stations Attract More Viewers With News Than ‘Seinfeld’

By Andy Fixmer

April 16 (Bloomberg) — Instead of paying for reruns of “Seinfeld” at 11 p.m. and “Access Hollywood” at 4:30 a.m., News Corp.’s WJBK-TV in Detroit decided to air more local news.

Since making the changes last year, the Fox station’s late- night news is attracting 65 percent more viewers ages 18 to 49, those most sought by marketers, according to Nielsen Co. data. The morning newscast is up 33 percent.

TV station owners, facing a record drop in advertising, are pushing their news crews to fill expanded schedules, allowing programmers to eliminate more costly syndicated programs such as “Dr. Phil.” In Los Angeles and San Francisco, stations are adding as much as 12 hours of news a week to schedules.
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