This could get interesting.
We are only at the 20% mark of the February TV Sweeps, but after four days of the 20-day sweeps period it looks as if it could turn into a dogfight between perennial ratings leader KMBC and rival KCTV in the coveted 10 p.m. news slot.
KMBC is dominating the ratings in virtually every other time period, but CBS affiliate KCTV currently has a slim 1/10th of a ratings lead at 10 p.m.—the key news period that helps stations determine advertising rates.
KCTV currently leads 7.6/13 to 7.5/13.
As they say, “Stay Tuned!!”
4:30am
KMBC 2.6/13
WDAF 1.8/9
KCTV 1.3/7
KSHB 1.2/6
6am
KMBC 5.3/18
WDAF 4.9/16
KSHB 2.7/9
KCTV 1.9/6
5pm
KMBC 6.3/12
KSHB 5.5/11
KCTV 4.5/9
WDAF 4.3/9
6pm
KMBC 7.2/12
KSHB 6.6/11
WDAF 6.2/11
KCTV 4.4/8
10pm
KCTV 7.6/13
KMBC 7.5/13
KSHB 5.4/9
WDAF 4.3/8
By the numbers you post here, KMBC leads 6 AM by less than a point, 5 PM by less than a point, and 6 PM by less than a point. Hardly “dominating” the ratings in every daypart, and no doubt leading to an even more interesting February.
The interesting thing about the ratings is the slow and steady progress being made by KSHB. KCTV’s win so far at 10 p.m. is due more to the strong prime time line up that CBS has and the fact that ABC prime is a bottom feeder along with NBC.
Imagine if you will if NBC hadn’t made the terrible mistake of the Leno experiment and had built a decent late prime lineup instead. I would be willing to bet that KSHB would be nipping at KMBC’s heels at 10 p.m. I really think momentum is on KSHB’s side. The long run of dominance by KMBC is nearing its end. I wouldn’t be surprised if KSHB isn’t #1 at 5 and 6 within a year. Debbie Bush laid the ground work and Peggy Phillips has really taken it to the next level.