(St. Louis, MO) - The May 2013 rating results are in, and the numbers are clear: more people continue to turn to KMOV/News 4. Aside from being the most watched newscast in the market in any time period in total viewers with a 9.6 HH rating, KMOV dominated the late news in all key demographics. In A25-54, News at 10 finished up 12% compared to May 2012, with a 4.8 rating. KSDK finished with a 3.8, KTVI finished with a 3.1 and KDNL earned a .7 rating.
Perhaps the biggest story of the May ratings period is the continued trend of dramatic increases in news viewing for KMOV in the evening newscasts. While both KTVI and KSDK saw ratings in A25-54 decline at 5pm, News 4 at 5pm surged 60% to a 2.4. This puts KMOV ahead of KTVI’s FOX2 News at 5 and just .1 behind KSDK’s 5pm show. “Sharon Reed, Jasmine Huda and Katie Horner continue to pull in more viewers each month,” said KMOV Executive News Director Sean McLaughlin. “It’s exciting to now see News 4 at 5 pulling in essentially the same number of viewers as KSDK which used to dominate this time period.” The same trend held up at 6pm. News 4 at 6pm surged 57% in A25-54 to finish with a 2.2 rating, besting the demo rating for KTVI.
KMOV’s 10 am news and lifestyle program, Great Day St. Louis also beat out KSDK’s 10am newscast, garnering a .6 vs. a .59 rating and has doubled its ratings year to year. News 4 at Noon also continued its long run of dominating the 12pm news ratings.
Morning news trends also continue to shift, with KMOV’s News 4 This Morning again showing the most dramatic ratings increases in St Louis. While KSDK continues to see its audience erode in the morning, Today in St Louis dropped another 14% compared to May 2012. KMOV saw a 54% ratings increase in this period. KMOV President and General Manager Mark Pimentel says this continues a trend that started late last year. “Beyond our on-going dominance in late news, month after month seeing these dramatic changes in viewing behavior in the morning and evening is very exciting. “We are proud of the quality of our journalism and our service to the St. Louis community. It very rewarding to have viewers recognize those efforts.” he said.
About Belo Corp. Belo Corp. (BLC), one of the nation's largest pure-play, publicly-traded television companies, owns and operates 20 television stations (nine in the top 25 markets) and their associated Web sites. Belo stations, which include affiliations with ABC, CBS, NBC, FOX, CW and MyNetwork TV, reach more than 14 percent of U.S. television households in 15 highly-attractive markets. Belo stations rank first or second in nearly all of their local markets. Additional information is available at www.belo.com or by contacting Paul Fry, vice president/Investor Relations & Corporate Communications, at 214-977-6835.