KMBC CAPTURES IMPORTANT MAY SWEEPS PERIOD When KMBC-TV finished second in the February sweeps period to rival KCTV some folks thought maybe the perennial ratings leader had lost its mojo. Others thought maybe the February ratings period was simply an aberration due to the coverage of the Winter Olympics. Now we know the story. When the dust settled on the all-important ratings period last night, Kansas City's ABC affiliate KMBC is back on top in the market after beating all comers in local news periods at 5 p.m., 6 p.m. and the all-important 10 p.m. segment. At the 10 p.m. news, which is the key period for establishing a station's advertising rates, KMBC earned a 9.4 rating/16 share to beat rival KCTV, which finished second at 8.1/14; FOX third at 6.0/10 and KSHB was last at 4.1/9. One of the interesting points about the 10 p.m. news was that KCTV's CBS lead-in prime time shows delivered a full point higher ratings and share than KMBC's, but many viewers then switched to KMBC for news. According to station officials, KMBC 9 News at 5 p.m. delivered a 6.2 rating/13 share (KCTV 5.7/12; KSHB 4.8/10; FOX 4.1/9) . At 6p.m. KMBC extended its lead over the closest competitor with a 7.4/14 followed by KCTV at 5.7/11; FOX 5.2/10 and KSHB at 5.1/10. “The KMBC news team is relentless on covering the big stories, so viewers get information and pictures they can’t find anywhere else,” said KMBC 9 News Director, Sherrie Brown. “We get exclusive access to stories due to our experience and extensive resources.”
According to station officials, KMBC was also the station more people turned to for comprehensive weather coverage. When severe weather hit the area during May, more viewers chose Bryan Busby and the KMBC 9 First Alert Weather Team as the #1 choice for timely and accurate information. "NewsChopper 9’s Johnny Rowlands added valuable expertise and eyewitness reports from the air…and even captured exclusive video of a tornado as it touched down," said the station. The long-time morning leaders at WDAF-FOX4 retained their crown by winning the 6 a.m. slot with a 5.7 rating/20 share to beat second-place KMBC, which was at 4.7/16. KCTV was third in the morning at 2.6/9 and KSHB last at 2.0/7.
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