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WKMG Scores Ratings Win by Sticking with Casey Anthony Trial Even After It Was Postponed

Here’s what Orlando stations learned this week: even when the Casey Anthony trial isn’t in session, you should still carry daytime coverage of the case.

The high-profile trial ended early on Monday so most stations switched from live coverage to regularly scheduled programming. Except for CBS-affiliate WKMG, which replayed trial footage from Saturday while adding live updates and analysis from reporters Tony Pipitone and Mike DeForest.

WKMG’s decision to stick with trial coverage paid off. Ratings for Monday afternoon, compiled by the Orlando Sentinel, show WKMG way ahead of its rivals.

The Post-Newsweek station averaged 35,500 households from 1:30 to 5 p.m. Monday, while second place WESH garnered 26,800 with regular programming.

What makes WKMG’s afternoon showing even more significant is that the station was in fourth place in the morning when everyone was carrying live coverage of the trial. On Monday morning, WFTV finished #1, averaging 67,700 households, while WKMG was on in fewer homes (33,000) than it was during its afternoon replay.

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