03-04-2010 FOX 4 DOMINATES MORNINGS... KCTV5 CELEBRATES FEBRUARY SWEEPS VICTORY It all boiled down to the final night (3/3) of the February TV sweeps period as perennial leader KMBC found itself in a dead heat (LINK TO EARLIER STORY) with rival KCTV5, with both stations deadlocked with 7.8 ratings and 12 shares at the all-important 10 p.m. news period. When the dust had settled, the celebrations began at KCTV5, as the Kansas City CBS affiliate won the coveted 10 p.m. news on the final night with a 9.2 rating to KMBC's 7.9. Overall, for the sweeps period, KCTV finished at 7.9/13 and KMBC at 7.8/12. The 10 p.m. news is often used as a barometer in setting advertising rates at stations. “I am very excited for our staff,” said Blaise Labbe, News Director. “We’re lucky to have such wonderful people who care about Kansas City and the people that live here. To finish #1 at 10pm is a testament to their hard work and commitment. I’m very happy to be part of this wonderful team.” It should be noted that this sweeps period was impacted considerably by the Winter Olympics that were broadcast on KSHB-TV41. During the sweeps period KSHB's Olympic coverage crushed all comers at the 10 p.m. time period. In the big picture, KCTV’s 10 p.m. M-F share was 20.3 % lower than last year, while KMBC was down a whopping 33.2% in 10 p.m. share year-to-year. In early mornings, WDAF-FOX 4 morning team continued its dominance. Heading into the final morning of sweeps FOX 4 was at 5.0/18 at 6 a.m. with KMBC second at 4.2/15; KCTV at 2.7/10 and KSHB 1.8/6. KMBC won the 5 and 6 p.m. news segments. According to a news release issued by KMBC, the station said it "ranks as the most-watched local news station at 5 p.m. and 6 p.m. At 5 p.m., KMBC 9 News posted an 18% advantage over its closest competitor and a 15% advantage at 6 p.m." The news was not all gloomy at KSHB's NBC Action News as one expert noted: * NBC Action News was the only local station to show share growth 5 am-6 am M-F (up 45.5% year-to-year) * It was one of two local stations to show share growth 6 am-7 am M-F (up 16.4% y-t-y; WDAF up 1.6% y-t-y) * At Midday KSHB was up 25% in share y-t-y; (KCTV was down 29%.) * NBC Action News was the only local station to show share growth 5 pm-5:30 pm M-F (up 22% y-t-y; KMBC down 23.6% y-t-y).) * NBC Action News at 6 pm was up 28.1% y-t-y in share (KMBC down 17.5%; KCTV down 13.7%). * NBC Action News at 6 pm now ranks as the #2 6 pm newscast in the market.
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