KCTV REMAINS 10 RATINGS CHAMP; KMBC AND FOX4 DEADLOCKED AT 6 A.M.
The final "plus" numbers have come in (06-02-2008) and KCTV5 remained the leader at the 10 p.m. news period over rival KMBC-TV9. The plus numbers represent those folks who DVR'ed the news and replayed it later. However, the folks at KMBC are probably celebrating that the plus numbers for the 6 a.m. news segment (the second most important news slot in TV) pushed the local ABC affiliate into a virtual tie for the lead with WDAF-TV Fox4:
Ratings/Share 6a.m 4 6.0/21
9 6.0/20
5 3.2/11
41 2.0/7
05-23-2008 KCTV5 SQUEAKS OUT NARROW MAY SWEEPS VICTORY OVER KMBC-TV9
One of the most hotly contested May TV sweeps periods has concluded and KCTV5 seems to have knocked off perennial leader KMBC-TV at the key 10 pm. news segment. (NOTE: Additional "plus" numbers will be tabulated in the next few days that could possibly change the final results.) The 10 p.m. news is a key segment since it is used as the main guide for setting advertising rates at the station.It also enables the winner to advertise itself as the "News Leader" in the market. KMBC dominated the February sweeps period. Preliminary results show KCTV, the local CBS affiliate, notched a 10.7 rating (18 share) to squeakby KMBC, which finished at 10.6/18. NBC affiliate KSHB-TV41 finished third at (6.8/11) with WDAF-TV FOX 4 at (6.3/11). It should be noted that KCTV tossed out its May 20th news broadcast at 10 p.m., which is permissible by Nielsen rules. It likely resulted in the victory. In another key ratings period WDAF's morning show squeaked by KMBC by the thinnest of margins ."Fox 4 in the Morning" finished with a 6.0 rating/21 share to edge KMBC's "First News," which came in at 5.9/21.
MAY SWEEPS RATINGS (APRIL 24 TO MAY 21, 2008)
Ratings/Share 6am 4 6.0/21
9 5.9/20
5 3.2/11
41 2.0/7
7-9am 4 6.2/19
9 on 29 .5/1
12pm 5 6.3/20
4 3.5/11
5pm 9 6.5/14
5 5.3/12
41 4.8/11
4 4.8/10 (that for an hour, it would be a 4.6/10 for 5-5:30pm)
6pm 9 8.9/18
5 5.5/11
41 5.1/10
4 4.7/9
9pm 4 8.0/12
5 on 62 1.4/2
(9:45pm lead in)
5 11.1/18
9 7.8/12
4 6.8/11
41 6.1/10
10pm 5 10.7/18
9 10.6/18
41 6.8/11
4 6.3/11
A local television expert provided his thoughts on the May sweeps period:
* LEAD-IN SHOWS IMPORTANT---In the 10pm lead-in shows KMBC had a 7.8 rating/12 share, KCTV had a 11.1/18. KCTV did hold on mostly to their lead-ins (CSI), which helped them to the win. KMBC went up 3 rating points and 6 share from their lead in, but couldn't catch KCTV. NBC 41 went up in their lead in from a 6.1/10 to a 7.0/10, which is great for them.
* KSHB LOOKING GOOD---Very good book for KSHB at 10pm because they were able to gain over their lead-in and beat Fox despite being 4th at 9:45 pm. FOX 4 had a terrible book except for their 9 pm.
* MORNING NUMBERS DOWN---While FOX4 won the mornings, these are lower numbers for them as well as KMBC. Both stations are probably disappointed in the final numbers.
* KMBC STILL STRONG---The 10 pm number was down from February for KMBC, but the station did a nice job of getting people to tune in at 10 pm even though they lost.
* OVERALL GOOD BOOK FOR KCTV--- It was a fairly good book for KCTV. While they didn't increase on their lead-in for the 10 pm news, they were able to keep people from switching, which for them is fairly good.
* NOT A GOOD BOOK AT FOX4--- All in all, this is not a May to remember for FOX 4. Besides its 9 pm, which got an obvious "American Idol" boost, their book was the worst in years.
*SOLID, NOT SPECTACULAR---5 and 41 are going to be happy because it was a solid, not spectacular, book for them. Mixed results for 9 with the only bright spot their 6 pm and possibly their 10 pm.
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