KMOV Television, a CBS affiliate and Belo Corp station, was the most watched late newscast in St. Louis for the third straight sweeps period. News 4 at 10 finished the February ratings period with wins in total viewing as well as the key adults 18-49 and adults 25-54 demographics in both the Monday through Friday and Monday through Sunday averages. According to preliminary Local People Meter data from Nielsen, KMOV finished with a HH rating of 10.48 compared to a 9.80 for KSDK, 4.93 for KTVI, and a .7 for the KSDK-produced newscast on KDNL. In adults 25-54, KMOV wins with a 4.97 compared to a 4.86 for KSDK, 3.37 for KTVI and a .5 on KDNL. In adults 18-49, KMOV wins with a 3.35 rating, compared to a 3.32 for KSDK, a 2.66 for KTVI and a .38 for KDNL. News 4 at 10 earned higher household and A25-54 ratings than the 9pm hour-long newscast on KTVI as well.
Late news isn’t the only success story for KMOV this February. The battle at 5pm has turned into a real horse race, with KMOV tying KSDK in the A25-54 demographic, 3.29 to 3.29, and narrowly behind KTVI which earned a 3.43 for its 5pm hour-long newscast. KMOV ratings in the demo were up 18% compared to February 2010 numbers, while both KSDK and KTVI saw ratings declines.
Morning news continues to become a tighter race as well, with KMOV beating out KSDK for second place in the A18-49 demographic at 6am. In A25-54, KMOV grew its audience in A25-54 by 13-percent at 6am, while KSDK plummeted more than 30-percent, and KTVI was essentially flat. “The team of John Knicely and Claire Kellett continues to build a following in St. Louis,” said KMOV Executive News Director Sean McLaughlin. “We continue to focus on the important news of the morning. We avoid the fluff you see on the other stations.”
ABOUT BELO CORP.
KMOV is part of Belo Corp. (BLC), one of the nation's largest pure-play, publicly-traded television companies, that 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, www.kmov.com.