Ever since its sign-on, WWLP has consistently had the most watched newscasts in the Pioneer Valley. This has been achieved (most of the time) by beating rival ABC affiliate WGGB-TV (channel 40) in the local Nielsen ratings since both stations went on-the-air. There have been some brief periods when WGGB-TV was on top and there have also been extended times where the stations were basically neck-and-neck with WWLP having a slight edge. However, WWLP consistently outpaced WGGB-TV after the Sinclair Broadcast Group acquired that station in 1998 with a sizable margin in this channel's favor for most shows.