INDEPENDENTS: Talk about the power of the promo.
KTLA Channel 5 brought home a big ratings win Wednesday night thanks to its broadcast-television premiere of "Mask" and a promotional blitzkrieg that included about 100 on-air spots in one day.
"Mask," the moving 1985 drama starring Cher, Sam Elliott and Eric Stoltz, averaged a 13.2 rating (locally, one rating point represents 46,527 viewing households). It was the top-rated program in the market throughout its 7:30-10 p.m. broadcast, besting even network programming.
KTLA wouldn't say how many "Mask" promos were aired Wednesday but said that 100 was a good estimate. Factoring in a 7.4 rating for KTLA's 10 p.m. newscast (which tied with KABC-TV's 11 p.m. report as the evening's highest-ranked news program), the station finished second only to KABC in the 8-11 p.m. prime-time race that night.