- April 10, 2023

The Madness Slows Down, and Spring Baseball is Back in San Diego, CA

Local TV Snapshot: March 27 – April 2, 2023

Caleb White
Caleb White
Associate Analyst, Content & Insights
Comscore
Market: San Diego, CA
Hours of TV Viewed: 31.6 Million
TV Households: 838.1K
National Rank: #30

Overview:

San Diego State University's national semifinal victory over Florida Atlantic University in the Final Four made for an electrifying weekend for both the students and residents of San Diego.

Fans tuned in to support the Aztecs on Saturday, as nearly 1 in 4 households in San Diego watched their local university take down the FAU Owl’s with their game winning buzzer-beater on KFMB (CBS) and earned this week's number one spot on our top five broadcast telecast rankings. On cable, it was the San Diego Padres that were all the buzz. All top five positions on our cable telecast rankings were held by Padres telecasts, peaking with a rating of 9.6 for Thursday evening's game on BSSD.

KFMB (CBS) topped our broadcast network rankings as well, earning a live average household rating of 3.0 throughout the week. On cable, it was FOX News Channel that earned the top position, with an average live household rating of 1.2.

Check out these insights, our broadcast viewer persona, and more below.  Stay tuned for Wednesday’s preview of the Hartford-New Haven CT market, where we dissect the Huskies national championship victory. 

Top Five Broadcast Telecasts (by Rating) 

Telecast Detail Telecast Performance
Rank Telecast Local Affiliate Day of Week Live HH Rating Average Audience (TVs)
1 CBS NCAA BSKBL: FAU v SAN DIEGO STATE KFMB (CBS) S 23.4 196.3K
2 CBS NCAA BSKBL: MIAMI v UCONN KFMB (CBS) S 15.1 127.0K
3 CBS NCAA BSKBL POSTGAME KFMB (CBS) S 11.6 97.5K
4 60 Minutes KFMB (CBS) U 10.4 87.0K
5 News 8 Special Edition KFMB (CBS) S 9.9 82.8K

Source: Comscore TV. Local TV® All Broadcast Networks, Preliminary Data, San Diego, CA Market, Week of 3/27-04/02, 2023

Top Five Cable Telecasts (by Rating) 

Telecast Detail Telecast Performance
Rank Telecast Network: Day of Week Live HH Rating Average Audience (TVs)
1 MLB Baseball: Rockies at Padres BSSD (Bally Sports San Diego) R 9.6 80.1K
2 Padres Live Postgame BSSD R 6.4 53.7K
3 MLB Baseball: Rockies at Padres BSSD F 6.1 51.4K
4 MLB Baseball: Rockies at Padres BSSD U 5.1 42.7K
5 MLB Baseball: Rockies at Padres BSSD S 5.1 42.3K

Source: Comscore TV. Local TV® All Cable Networks, Preliminary Data, San Diego, CA Market, Week of 3/27-04/02, 2023

Top Five Broadcast Networks (by Rating) 

Telecast Detail Telecast Performance
Rank Network: Live HH Rating Average Audience (TVs)
1 KFMB (CBS) 3.0 24.8K
2 KNSD (NBC) 2.2 18.1K
3 KGTV (ABC) 1.8 15.0K
4 KUSI (Independent (Broadcast)) 1.5 12.6K
5 KSWB (FOX) 1.1 9.3K

Source: Comscore TV. Local TV® All Broadcast Networks, Preliminary Data, San Diego, CA Market, Week of 3/27-04/02, 2023

Top Five Cable Networks (by Rating) 

Telecast Detail Telecast Performance
Rank Network: Live HH Rating Average Audience (TVs)
1 FNC (FOX News Channel) 1.2 10.2K
2 CNN 0.8 6.3K
3 BSSD (Bally Sports San Diego) 0.7 6.3K
4 MSNBC 0.7 6.1K
5 ESPN 0.4 3.8K

Source: Comscore TV. Local TV® All Cable Networks, Preliminary Data, San Diego, CA Market, Week of 3/27-04/02, 2023

Network Persona Spotlight: KFMB (CBS)

Demographics:
Age: 55-64
Household: No Children Present in Home
HH Earnings: $0 - $75K
Residence: Owns Home

 

*Chart constructed using Comscore TV Demographics: Comscore Automotive>Ownership-Make
Source: Comscore TV, Preliminary Data, 3/27-04/02, 2023, US.

Top Five Local Broadcast Networks: Social Media (By Total Actions)

Telecast Detail Telecast Performance
Rank Network: Total Actions (FB, TW, IG) # of Posts
1 KNSD - NBC 7 San Diego 170.1K 582
2 KSWB - FOX 5 San Diego 70.7K 694
3 CBS 8 - San Diego News 67.9K 288
4 10News – ABC San Diego KGTV 51.4K 335
5 UNIVISION San Diego 35.0K 63

Source: Comscore Social, PowerRankings, 3/27-04/02, 2023, US.
*Disclaimer: All preliminary data should be used for directional purposes only