Why? According to the Nielsen Company, more viewers are waking up earlier and watching early newscasts. Local TV stations are offering advertisers an opportunity to reach these quality news audiences in 4:30am newscasts.
Audiences in the 4:00-5:00am time period have increased over 200% from May ’08 to May ’10.
Stations with early newscasts deliver higher ratings later in the morning, providing a cumulative lift throughout the morning daypart.
Nearly 2/3 of markets with 4:30am newscasts had at least one that out-delivered the 5am newscast.
Early newscasts appear to have strong appeal for viewers under age 35.
For example, a higher percent of viewers under age 35 in NY watch early morning news than any other time of day.
In the past 5 years, the number of households that have a TV set on at 4:30am has doubled, from 8% to 16% since 2005.
In the morning, there is less media competition from the Internet.