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Local Nielsen ratings snapshot (Mon., Sept. 10) -- Katie doesn't do it on opening day in Dallas

Monday's much-hyped launch of Katie Couric's Katie in a key time slot on WFAA8 fell short of the sizable news lead-in the station had hoped for.

Airing from 4 to 5 p.m with opening guest Jessica Simpson, Katie drew 81,289 D-FW viewers in finishing third to NBC5's First At Four news and Fox4's double dose of Judge Judy. Those attractions tied for second with 115,160 viewers apiece. CBS11, carrying its network's U.S. Open Men's Tennis Final instead of a local newscast, placed fourth with 20,322 viewers within the 4 to 5 p.m. portion of the match.

Katie's opening day also failed to light the fuse among both 18-to-49-year-olds (main advertiser target audience for entertainment programming) and 25-to-54-year-olds (key target audience for news programming). It ran well behind Judge Judy and NBC5's local newscast in those measurements, too.

A single day's ratings aren't a fail-safe barometer for the future prospects for Katie. But in D-FW at least, those opening numbers aren't at all encouraging. Particularly on a day when tennis likely deflated CBS11's ratings. It usually does considerably better with its own 4 p.m. local newscast.

In prime-time, NBC's 7 to 9 p.m. return of The Voice beat all competing programming with a nice-sized 311,609 total viewers. That two-hour portion of ESPN's Monday Night Football ran a close second with 298,060 viewers.

The Peacock also won big among 18-to-49-year-olds, with Monday Night Football a bit farther behind in second place from 7 to 9 p.m. That's a considerable achievement for both NBC and The Voice. But then the bottom fell out.

NBC's 9 p.m. sneak preview of The New Normal lured just 115,160 total viewers off a 9 to 9:45 p.m. lead-in of 379,350 viewers from The Voice. The newcomer likewise cratered with 18-to-49-year-olds, as did a following episode of Matthew Perry's new sitcom, Go On. Among the four major broadcast networks, Fox4's 9 p.m. local newscast handily won that time slot in both ratings measurements.

Fox's season finales of Hell's Kitchen and Masterchef ran third from 7 to 9 p.m. behind The Voice and Monday Night Football.

Monday's local news derby results went like this:

WFAA8 topped the 10 p.m. field in total viewers while NBC5 won among 25-to-54-year-olds.

Fox4 swept the 6 a.m. competitions and added 5 and 6 p.m. firsts in the 25-to-54 demographic.

The 5 and 6 p.m. wins in total viewers respectively went to NBC5 and WFAA8.