Following its split from ABC, WPLG in Miami, Florida, is celebrating improved ratings. However, a deeper analysis reveals a more nuanced picture. The station's president and CEO, Bert Medina, called the decision to forgo its ABC affiliation “clearly the right call,” highlighting its new schedule's outperformance of ABC's programming in “nearly every time period through the day.” “Obviously, we know it’s a marathon and not a sprint, but this is a tremendous start to what is the future of local television,” Medina stated.
WPLG's claims are based on preliminary Nielsen daily ratings from August 4, 2025, covering specific daytime and evening hours. However, crucial time slots featuring shows like “The View,” “GMA3,” “General Hospital,” and “ABC World News Tonight” are excluded from the station’s reported data. The lack of demographic specifics in the released data further limits analysis. The station also highlighted its local newscasts' victory over “Good Morning America,” but the comparison omits crucial context.
Furthermore, WPLG's shift of “Live with Kelly and Mark” to the 11 a.m. slot appears to have resulted in lower viewership compared to “The View.” While “Live” is syndicated and WPLG retained its contract, this illustrates potential scheduling challenges.
Preliminary data often omits delayed viewing and out-of-home viewing, potentially impacting the final figures. Summer viewing habits also fluctuate. WPLG's new schedule prioritizes local news, totaling 93 hours weekly. Syndicated programming and network drama reruns fill the remaining slots.
Sunbeam Television, owner of Fox affiliate WSVN, assumed ABC’s affiliation on its digital subchannel 7.2 and a lower-powered station. Despite promotional efforts, the extent to which viewers have successfully transitioned remains uncertain. Over-the-air viewers needed rescans due to ATSC 1.0 signal changes. Anecdotal reports suggest issues with TV listings omitting WSVN 7.2, possibly affecting ratings.
WPLG’s initial ratings suggest that a major network affiliation may not be essential for success. While network affiliations offer advantages, the costs and commitments involved are significant. As linear viewership declines, the value proposition of network affiliations might diminish, particularly when considering the cost compared to airing less popular programming.
Medina emphasizes WPLG’s commitment to serving the Miami community through local news investment. “As we said when we announced our separation from ABC, we are committed to serving our community. We are investing in local news. We are employing people our viewers know and trust. This truly is the future of our industry and we are here to stay,” he affirmed.