Tribune's 'Serch' Off to Respectable Start

Tribune’s four-week test of new conflict talker, Serch, starring deejay and former rapper MC Serch, debuted across eight Tribune markets on Monday at a 1.1 rating/3 share weighted metered market household average, according to Nielsen Media Research. Among daytime’s key demographic of women 25-54, Serch hit a 0.6/4.

Those markets, stations and time slots are WPIX New York at 4 p.m., KTLA Los Angeles at 4 p.m.; WPHL Philadelphia at 1 p.m.; KDAF Dallas at 9 a.m.; WDCW Washington DC at 2 p.m.; WSFL Miami at noon; WXIN Indianapolis at noon and KSWB San Diego at 2 p.m.

Among households, Serch improved its time slots by 10% compared to the year-ago time period average of 1.0/3, but lost 15% from its 1.3/4 lead-in across the eight markets.

Among daytime’s key demographic of women 25-54 across the eight markets, Serch was even with its year-ago rating and up a share point. Compared to its 0.9/5 demo lead-in, Serch dropped off 33%.

Drilling down to the individual markets, on WPIX New York at 4 p.m., Serch averaged a 1.5/4 in households, improving 25% from both its lead-in, CBS Television Distribution’s The Test at a 1.2/3, and last year, when NBCUniversal’s Maury aired.

Among women 25-54 in New York, Serch hit a 1.1/5, almost doubling its Test 0.6/3 lead-in and beating Warner Bros.' Ellen, which did a 0.8/4 on WNBC, and Sony Picutres Television’s Dr. Oz on Fox's WNYW at a 0.4/2. Serch’s demo rating was nearly 60% over its year-ago time period average in New York.

Serch’s highest rating came in Indianapolis where it did a 2.6/4, up 24% from what Maury averaged in the time period last January, but off 37% from its 4.1/7 lead-in, which was also Maury.

Contributing editor Paige Albiniak has been covering the business of television for nearly 25 years. She is a longtime contributor to Next TV, Broadcasting + Cable and Multichannel News. She concurrently serves as editorial director for entertainment marketing association Promax. She has written for such publications as TVNewsCheck, The New York Post, Variety, CBS Watch and more. Albiniak was B+C’s Los Angeles bureau chief from September 2002 to 2004, and an associate editor covering Congress and lobbying for the magazine in Washington, D.C., from January 1997-September 2002.