When The Weather Outside Is Frightful, TV Ratings Are Delightful

Categories: TV Ratings Reference

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January 26th, 2011

File this under "things that make sense, but you never had the numbers to back it up". Nielsen reports that the January 10-13, 2011 winter storm produced noticeable increases in TV viewing in the areas of the country that were the hardest hit. Noting that the biggest TV viewing increases were in the Southeast, which is a region that's relatively unprepared for winter storms. Also noting that with all the kids home from school, the 2-11 and 12-17 demos showed the biggest increases.

Winter Storm Impact on TV Viewing
Age Group Jan 11 vs. Jan 10

% increase

East Central Northeast Pacific Southeast Southwest South Central
2+ 8% 8% 7% 2% 16% 6% 7%
2-11 18% 15% 20% -2% 34% 7% 29%
12-17 15% 22% 14% 4% 18% 20% 13%
18-49 5% 1% 3% 0% 16% 2% 2%
50+ 8% 12% 6% 4% 11% 8% 6%
Source: The Nielsen Company
 
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