Bottom Line Communications

08-03-2008
KMBC-TV9 CAPTURES JULY SWEEPS
    The preliminary Nielsen TV ratings are in for the July sweeps period and it looks as if KMBC-TV9 is the winner of the prime 10 p.m. news. The Kansas City ABC affiliate also saw an increase in viewership from 2007 during the period.  
    The July sweeps period is not considered as important as others because it is difficult to get meaningful audience numbers with the news competing with vacations, re-runs, outside activities, etc.
   KMBC notched a 9.7 rating and 17 share for its 10 p.m. newscast, which is used to help set advertising rates for the station. (A ratings point represents the percent of households were tuned in at any given moment; a share is the percent of all televisions in use at the time that were tuned into this program.)
   KCTV, which edged KMBC in the last ratings book, finished second in this one with a 9.2/16. FOX4 News with a 6.0/10 took the third spot with KSHB-TV41 finishing last with a 5.0/9.
   KCTV's 5 a.m. "More in the Morning" featuring Dana Wright won its time slot (2.1 rating/13 share) and edged FOX4 at 2.0/12. KMBC finished a close third at 1.6/10 with KSHB far back at 0.5/3.
    At 6 a.m. FOX4 won the slot with a 4.1 rating/19 share followed closely by KMBC at 3.9/18 and KCTV at 2.7/13. KSHB was at .09/4. While FOX4 won the 6 a.m. time slot, its ratings were down fully 5 share points from a year ago. Conversely, KCTV is up from 2007.
   At 5 p.m. KMBC is not getting the normally strong lead-in numbers provided by the Oprah Winfrey Show (which has had three successive years of declining ratings) and finished second to KCTV5 in the time period. However, following the ABC News KMBC then won the 6 p.m. slot.