By Steve Kabelowsky Contributing Columnist Published Nov 26, 2013 at 3:09 PM

When it comes to TV ratings, there are different ways to slice and dice the numbers. There are also different ways in which TV stations present the data.

When the October ratings results were reported, it was the total numbers based on Nielsen’s math for representation in the market on a survey of households to represent all of the TV watchers in the market.

A short time after the original sweeps reports, Nielsen releases the demographic numbers, painting a picture of which people in which age groups and genders watch at different times of the day. When the sales reps at a TV station are tasked with selling advertisements for local newscasts, they often use these demos to approach different businesses that are after specific segments of the community.

In the morning news race, WISN-TV Ch. 12 led the overall ratings at 4:30 a.m. and from 6 to 7 a.m. each weekday morning. WITI-TV Fox 6 was the leader from 5 to 6 a.m.

In the most sought after demographic of adults 25 to 54, WITI leads the pack in the morning overall.  The Fox 6 Wake Up crew got a 3.1. They were also the top of the market at 5-6 a.m. The station also had wins in that same demo at 6-7 a.m. with a 3.4 and was first at 7-8 a.m. and 8-9 a.m. during which the other stations run the national news morning shows.

For WITI, the story gets stronger for women in various age demos of 25 to 49, 25 to 54 and 35 to 64. In 6-7 a.m., the station earns 4.8, 4.4 and 4.8, respectively.

These results were for the smaller October sweeps period. Now, we are near the end of the more important November sweeps month, with the last day hitting on Wednesday. It will be interesting to see which stations can not only net wins in the overall ratings, but are able to pull in the most viewers among the different demos.

CELEBRITY CONNECTION: Mario Lopez, current host of "The X Factor" on Fox, and remembered at A.C. Slater from "Saved by the Bell," is partnering with The Bon-Ton Stores, Inc., and Boys & Girls Clubs of America for the holidays.

Lopez is a former Club kid and is currently the Alumni Ambassador for the Boys & Girls Club. The Give the Gift of a Great Future Campaign kicks off this year on Friday, and runs through Dec. 24.

"As a former Club kid, I know that Clubs are safe places where children can grow, learn, develop and belong," Lopez said in a statement.

"I hope you will join me and your local Bon-Ton store this holiday season by supporting Boys & Girls clubs in your community and across the nation."

In addition to accepting donations and special purchases, Bon-Ton is also kicking off a special job placement program where 200 Club youth will be working at stores in 11 states, including Wisconsin.

Find more information at

ANCHORMAN TRIVIA: The team behind Quizmaster Trivia are planning a charity event with the Anchorman Quiz at 7 p.m. Dec. 1 at the Three Lions Pub.

The quiz is meant to pair with the "Anchorman 2" film release later in December. The $5 per person fee goes to the charity of the event winner’s choice. Find out more about the event at

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.