The February TV sweeps period concluded Wednesday and the biggest news is KMBC did not win every time period as is normally the case.
Yes, KMBC won the early morning ratings battle despite some strong weather ratings by Fox 4. And, yes, the ABC affiliate also won the important 10 p.m. newscast ratings fight by edging rival KCTV.
But KMBC lost to WDAF-FOX 4—which had an overall excellent book— at both the 5 p.m. and 6 p.m. news periods. And that was done without having a news director for most the sweeps period. (In fact, at 5 p.m. KMBC finished in third place.)
Both KMBC and improving KSHB issued news releases highlighting their sweeps performances (below).
It is clear that KMBC’s “Dr. Phil” and “Dr. Oz” lead-ins are not delivering viewers to KMBC’s evening news segments. For years KMBC could count on “Oprah’s” massive ratings to lead viewers into its newscasts. Now the station looks for ways to break into the Oz show with severe weather reports to bolster interest.
It should be noted that KMBC also moved iconic anchor Larry Moore from the 10 p.m. slot to the 6 p.m. news, but even that wasn’t enough to deliver a ratings victory at that slot.
4:30am RATINGS/SHARE
KMBC 2.4/13
WDAF 2.0/11
KCTV 1.5/8
KSHB 0.5/3
6am
KMBC 5.6/19
WDAF 5.3/18
KCTV 3.0/10
KSHB 2.4/8
5pm
WDAF 6.3/12
KCTV 6.1/12
KMBC 5.9/11
KSHB 5.4/10
6pm
WDAF 8.2/14
KMBC 7.1/12
KSHB 6.6/11
KCTV 6.3/11
10pm
KMBC 7.6/13
KCTV 6.7/12
WDAF 5.3/9
KSHB 5.1/9
WHEEL OF FORTUNE IS KEY
KSHB. Wheel of Fortune. Being forced to give it up for that stupid Let’s Ask America. WDAF. Picking up Wheel of Fortune. Now massive ratings for them at the 5 and 6pm.
I assure you, that is the only reason why they’re leading those time slots, especially the 6pm which KSHB used to nearly dominate. Give Wheel of Fortune to KCTV or KMBC and you will see the exact same thing.
PROGRAMMING
Maybe move Dr. Phil over to KCWE and put Newscast at 4pm and move have OZ on at 3pm.
DR OZ SITUATION
Dr. Oz can’t bring in viewers when they keep cutting him off to bring us “breaking news”
every day.
AFTER
You understand that “Wheel” is on AFTER the evening newscasts on WDAF, right? Since its not a lead-in, It has no bearing on the news numbers.
THOUGHTS ON LEAD-INS
No, it has a lot to do with the numbers. When KSHB had WOF, they nearly topped the 6pm. As soon as they got rid of it, their numbers started to plummet.
A show doesn’t necessarily have to be a lead-in for it to have any bearing on news numbers. Coming after the news is just as big as people will turn to the channel that the show is on before it’s set to air. In this case, people are turning to WDAF at 6 and keeping the TV on so they can watch Wheel of Fortune at 6:30.
ADVERTISERS
One more thing: while it’s impressive to see Fox 4 doing well in a day part other than mornings, advertisers don’t buy raw numbers. They buy demos. Let’s save the champagne until we see the demos. (which Fox 4 could also win)
What does the Fox 4 morning “Fun Bunch” think of this book? It’s getting more and more difficult to watch that show. I wonder if Alford and Halifax EVER speak to each other off-camera.
Fox 4 seems to always do very well in the demos.
FOX 4 BONUS?
When my company has an especially good year, I get a bonus.
Will anyone in the Fox 4 newsroom get a bonus for their especially good February ratings @ 5 & 6?
Not a chance.
In TV today if you do a good job you get to keep your job…
ha… if you do a good job in ANY industry you get to KEEP your job.
MORNING NUMBERS
What were the final numbers of better KC and KC live?
If anyone can send them I will print them. Thanks.