For over two decades, WESH's newscasts have usually placed second in the market, behind WFTV. However, for most of the time since 2004, WESH's newscasts have traded second and third place with WKMG, while its 4 p.m. newscast continued to trail "The Oprah Winfrey Show" (which concluded its syndication run in May 2011) on WFTV by a wide margin; this coincided with NBC's ratings struggles that have occurred since 2005. Throughout much of the first half of 2009, WESH's ratings became much more competitive with once-dominant WFTV, especially in the key Adults 25-54 demographic. This was attributed to decreases in viewership on its major station rivals, while ratings for WESH's newscasts remained flat. That mini-resurgence was short-lived, however, as WFTV regained its dominance during the November 2009 sweeps period, while WESH retreated back to third (behind WKMG), except on weeknights. WESH was one of many NBC affiliates across the country that benefitted from the network coverage of the 2010 Winter Olympics during the February sweeps ratings period: Its late-night newscast beat WFTV's by a small margin. Since then WESH has maintained a solid #2 ranking in most of its newscasts.