By Steve Kabelowsky Contributing Columnist Published Aug 01, 2014 at 3:08 PM Photography:

As another month passes in TV world, it means another TV sweeps period came and went. The summer months tend not to be as important as the biggest ones of the year in May and November.

But, if you win, it becomes another point to hand the hat.

WISN-TV Ch. 12 won the July sweep, being the most watched station from sign on to sign off. The ABC affiliate led with an average weekly rating of 2.9, followed by WITI-TV Fox 6 (2.4), WTMJ-TV Ch. 4 (1.9) and WDJT-TV CBS 58 (1.7).

WISN grew its weekday morning audience year-to-year in every time period from 4:30 to 7 a.m., placing second behind the market-leading WITI.

"We are proud of our continued growth in the morning," said Jan Wade, president and general manager of WISN 12.

"It’s a reflection of the quality of the newscast. More and more viewers are choosing to start their day with ‘WISN 12 News’ and it’s a direct result of the excellent journalism, strong news team and relevant coverage we provide."

According to the station, this is the second consecutive July win.

"We are also thrilled to again be the most-watched television station in Milwaukee," Wade said. "Especially in the summer when viewing habits can fluctuate."

For the late news, WITI emerged as the winner. The Fox station averaged a household rating of 6.3 for the 9 to 10 p.m. news. That’s a slot where it competes against primetime programming on the other three stations that have local news operations.

For 10 to 10:30 p.m., WITI scored a 6.3 average in July, followed by WISN (6.1), WTMJ (5.4) and WDJT (3.9). The second half hour on WISN from 10:30 to 11 p.m. averaged a 4.6.

Sunday mornings at 9 a.m., "UPFRONT with Mike Gousha" grew its audience on WISN by 10 percent year-to-year and leads all Sunday morning news and talk shows for the second consecutive ratings period, with a 3.4 rating. The encore airing of "UPFRONT" also leads in its Sunday 11 to 11:30 p.m. time period with a 3.4 rating and 13 percent year-to-year growth.

Weekdays in early evening news, "WISN 12 News" at 6 p.m. leads with a 5.2 rating, followed by WTMJ (4.1) and WITI (3.9). At 5 p.m., WTMJ (5.0) leads the half-hour, followed by WISN (3.8), WITI (3.8) and WDJT (2.6). The two other local newscasts in the early evenings are WITI at 5:30 p.m. (3.6) and WTMJ at 6:30 p.m. (2.5).

WISN led in daytime with two of the top three audiences from 9 a.m. to 5 p.m. "Live! With Kelly & Michael" drew a 4.2 rating and 27 percent year-to-year growth. "The View" earned a 3.5, growing its audience 17 percent year-to-year. In primetime, WISN led Monday through Sunday with an average 3.7 rating, followed by WDJT (3.3), WTMJ (3.0) and WITI (2.9). "The Bachelorette: After The Final Rose" special on Monday, July 28, drew the top non-sports primetime audience in July with a 9.4 rating. "The Bachelorette," Mondays 7 to 9 p.m., was the best primetime series with an average 7.5 rating.

Steve Kabelowsky Contributing Columnist

Media is bombarding us everywhere.

Instead of sheltering his brain from the onslaught, Steve embraces the news stories, entertainment, billboards, blogs, talk shows and everything in between.

The former writer, editor and producer in TV, radio, Web and newspapers, will be talking about what media does in our community and how it shapes who we are and what we do.