FOX 4 COVERAGE OF ST. PAT'S PARADE A RATINGS WINNER
John Holt
The decision by WDAF-FOX4 to televise Kansas City's famous St. Patrick's Day Parade proved to be a good one as the station delivered some great ratings. With the tandem of Kathy Quinn and John Holt providing commentary, the station carried the parade from noon to 1 p.m. (and live streaming on its fox4kc.com from 11 a.m. to 1:30 p.m). In the first half hour Fox notched a 5.3 Rating/14.1 Share/36.7 HUT (Households Using Television); from 12:30 to 1 p.m. the audience grew to a 6.3 Rating/17.6 Share/35.8 HUT. Compared to the same time/day last year 12-12:30 p.m. was up +14% share and 1230-1p was up +22% share. The difference was huge comparing this year to 2008 when FOX 4 did not carry the parade: 12-1230p was up +93%S and 1230-1p was up +76%S. It should also be noted that FOX4 started the first half hour of the parade coverage well ahead of KCTV's Noon News (+54%S) and ended with the 2nd half hour +78%S over it.
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