Bottom Line: KMBC-TV9 has re-established itself as the ratings leader in Kansas City by totally dominating the February sweeps period by winning every time slot. At the prestigious 10 p.m. news period the ABC affiliate was up 4% from last year, while second-place KCTV5, which lost its investigative executive producer Sam Zeff who was responsible for its sweeps pieces, was down nearly 30%. Information taken from gatewaycityradio.com. 02-28-2008
10PM Ratings/Share #1 KMBC 11.91/19.7 Up 4% from last year #2 KCTV 8.26/13.7 Down 29% from last year #3 KSHB 6.64/11.0 Down 10% from last year #4 WDAF 6.26/10.4 Up 2% from last year
6AM #1 KMBC 7.74/24.1 Up 3 % from last year #2 WDAF 6.32/19.9 Down 10% from last year #3 KCTV 3.77/11.8 Down 22% from last year #4 KSHB 2.11/6.7 Down 8% from last year
5PM #1 KMBC 8.91/17.4 Even from last year #2 WDAF 6.33/11.9 Down 14% from last year #3 KCTV 5.22/10.2 Down 21% from last year #4 KSHB 5.03/9.8 Down 14% from last year
6PM #1 KMBC 10.71/18.4 Up 4% from last year #2 KSHB 6.30/10.9 Up 3% from last year #3 WDAF 6.11/10.5 Down 6% from last year #4 KCTV 5.32/9.2 Down 23% from last year
FEEDBACK (2/28/08):
"Not only was it an ass kicking at 10pm, but the bigger story is how KCTV has slipped to basically last place in the early news: 4th at 6pm and missing 4th place at 5pm by only 2/10ths of a rating point. "That is causing far more consternation today than the 2nd place finish at 10pm. KCTV will bank on fresh episodes of CBS prime in May and that will give them a big boost. That's providing the investigative unit comes up with some stories, which it failed at in February. "No, the biggest concern is an ass kicking in the evening and a big loss at 6am because the morning was supposed to be where Tracy (Brogden Miller) excelled."
KMBC Web site: KMBC Dominates February News Ratings KANSAS CITY, Mo. -- KMBC 9 News delivered the "most watched newscasts" during the February 2008 sweeps rating period. KMBC-TV was the only station in the Kansas City television market to improve or maintain year-to-year audience share in each of its weekday newscasts. KMBC's February delivery comes on the heels of strong performances in Nielsen's October, November and January survey periods.
"We are gratified that Kansas City area viewers are turning to KMBC in larger and larger numbers," said Wayne Godsey, KMBC President and General Manager. "It reinforces our belief that our aggressive but serious approach to covering important local issues continues to earn their trust and their loyalty."
"KMBC 9 FirstNews" continues to grow audience at 6 a.m. In February, the "FirstNews" team achieved a 22 percent advantage over its closest competitor, the program's largest margin of victory since 2003.
"KMBC 9 News at 5 p.m." finished the month with an 8.9 rating. That's 2.6 rating points, or a 41 percent advantage over the station's closest competitor.
"KMBC 9 News at 6 p.m." finished the February sweeps with a 10.7 rating. The next closest competitor delivered a 6.3 rating. That's the largest margin of victory KMBC 9 News has delivered in this time slot since November 2003.
"KMBC 9 News at 10 p.m." also won its time slot, beating its closest competition by almost four rating points. It represents the most decisive win at 10 p.m. since July 2003. "KMBC 9 News at 10 p.m." achieved this impressive victory by increasing its audience over ABC's primetime programming lead-in by 68 percent.
"We are not surprised at these results," said Godsey. "The audience is simply responding to the improvements they see in our newscasts. We've made quite an investment in Kansas City in the past year, completing a new facility and introducing Kansas City's first local high-definition newscasts. When you provide such technical advantages to a team of knowledgeable and trusted journalists, a lot of people are going to notice."
KMBC 9 News recorded its best late news performance on Feb. 10, the night a Kansas City family was featured on the hit ABC show, "Extreme Makeover: Home Edition." On that night, the 10 p.m. newscast earned a 15.6 rating.
KMBC's impressive sweep of February's news ratings precedes the much anticipated expansion of "FirstNews" from 7 a.m. to 9 a.m. on KCWE 29 beginning March 3.
(Source: The Nielsen Company, Live M-F Average, February 2008)
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