Fox-owned WNYW-TV in New York is reportedly moving Multimedia Entertainment’s “Rush Limbaugh Show” to 1:30 a.m. from 11 a.m., where the strip is performing last in its time period.
The situation in the nation’s largest TV market is the exception rather than the rule for the show, which has performed strongly in national syndication, and exceptionally well at 3:30 p.m. weekdays in Los Angeles.
Multimedia and Gotham station exex couldn’t be reached for comment at press time, but the syndicator is reportedly taking the line that it asked for the move because it can get higher ad rates in late night than in the mornings. The talker is primarily cleared in late night slots around the country.
But skeptics note that “Rush” would have a difficult timegenerating big bucks in the little-viewed wee hours of the morning.
At 11 a.m. on WNYW, “Rush” has been averaging a 1.4 rating. In contrast, the L.A. run of the show ranks as the highest-rated series on KCOP’s daytime or early-afternoon sked.
Last Wednesday, the strongly male-skewing program garnered a fat 4.6 rating/ 13 share in L.A., and on Thursday it grabbed an even beefier 4.8/12.
The 1 a.m. version of “Rush” in L.A. has been averaging between a 1 and a 2 rating.