Saturday, December 4, 2010

Nov. sweeps: CBS5 narrowly leads ABC7 at 11


Please note two corrections at the bottom of this item. Incorrect information is crossed out and new information is underlined.


KTVU Channel 2 is crowing about its ratings during the November sweeps when it was first for every weekday newscast in the 25-54 demographic except at 5 p.m., when KGO is tops, and 6 p.m., when KDTV Univision 14's "Noticias 14" is No. 1. 

KTVU's dominance isn't news since it's been at the top for decades. But among the four six stations airing local news at 11 p.m., KPIX CBS5 leads KGO ABC7 by just 1,258 viewers, while NBC Bay Area has fallen off the cliff.

If you define "late news" as including the "10 O'Clock News" on KTVU, then obviously Channel 2 is No. 1 with 88,479 viewers in the demo. At 11 p.m., KPIX draws 49,061 viewers, KGO 47,803, KDTV Univision 29,427, KNTV 28,112 and KRON 16,454 and KSTS Telemundo 3,098.


For some perspective, we pulled out the November 2007 25-54 numbers and spotted several trends:
    • In the morning news battle, KTVU and KGO are gaining ground while KPIX and NBC are losing viewers. At 6 a.m., for instance, KTVU is up 43% from 37,000 viewers in 2007 to 53,000 last month. KGO is up 150% but with fewer viewers, going from 12,000 in 2007 to 30,000 last month. KPIX is down 24% and NBC plunged 40%. 
    • The total number of 25-54 viewers watching the late news (10 p.m. on Channel 2 and 11 p.m. on the other four stations) only fell 3% during the three years, from 236,000 to 229,000. The decline isn't a good trend for local broadcasters, but it's not the doom-and-gloom story you usually see in the press about TV viewership either. 
    • KGO has lost 62% of its 25-54 viewers at 6 p.m. over the past three years, going from 37,000 in 2007 to 14,000 last month. During the same period, KPIX's 6 p.m. viewership in the demo went up 47%. 
    • The big winner at 6 is KDTV Univision 14, which has led all stations for several years. KGO, KPIX and KNTV have each lost about 30% of their 25-54 viewers at 6 p.m. in the past three years. KRON lost 38% while KTVU is about the same.
    • KTVU's noon news has doubled its ratings in three years, from 12,000 to 24,000. 
    • NBC Bay Area's numbers over the past three years have drifted downward. At 11 p.m., they're down 33% at 11 p.m., down 29% at 6 p.m., down 40% at 6 a.m. and down 14% at 5 a.m. However, NBC had no change at 5 p.m. or during "Today" from 7 to 9. 
    • While KTVU still leads from 7 to 9 a.m., Channel 2 has lost ground to "Good Morning America" on Channel 7.
    • Of the national network newscasts at 6:30 p.m., "Noticiero Univision" on Channel 14 is first with 30,799 viewers in the demo, followed by "ABC World News With Diane Sawyer" with 27,324, "NBC Nightly News with Brian Williams" with 17,025, "The CBS Evening News with Katie Couric" with 12,488 and "Noticiero Telemundo" with 5,503.
The figures here are from Nielsen data released by KTVU and KDTV.

Corrections:

1. Our analysis posted on Wednesday left out an important player, KDTV Univision 14, which leads the pack at 6 p.m. if you include both English and Spanish language channels. We only looked at the English language stations, although in the past we've noted the dominance of Channel 14 during this time period (here and here), but we should have this time as well. We wish to thank Melanie Wellbeloved, research and marketing director at Univision 14, for pointing out this error.

2. The top graphic (Nov. 2010) has also been corrected. It was sent out by KTVU. However, it transposed the 6 p.m. numbers for KGO and KPIX. The figures now are correct.

Below is a graphic showing more detailed Nieslen figures, comparing this November and last November.




Update (Dec. 16):

We reported that CBS5 won at 11 p.m. Monday-Friday, but ABC7 informs us that they won when weekends are included. As we said before, the battle at 11 p.m. between Channels 5 and 7 is extremely close.

On a Monday-Sunday basis, KGO-TV averaged 49,000 adult 25-54 viewers over the week compared to 45,000 for KPIX, 28,000 for KNTV, 29,000 for KDTV and 16,000 for KRON. Our previous posting looked only at Monday-Friday averages.

Another point worth noting is that KTVU's big gains at noon were partially due to Giants parade coverage.

We appreciate KGO-TV marketing and research vp Ellen Conlan bringing this information to our attention.

5 comments:

Anonymous said...

Word on the street is that Lisa Kim is leaving NBC11. She's the only constant there, and anchors the 5:00 PM Newscast, that was the only show that did not plummet during this past month's book! Good Luck NBC11, you will miss her!

Anonymous said...

From this, it's obvious why KPIX is making changes on its morning show including dropping John Kessler.

Anonymous said...

No matter how you slice it or dice it, NBC Bay Area is still a San Jose station; it shows in the number of San Jose stories it airs.
As for KPIX, sorry but too many new faces, you need more than a scorecard to keep up with the new names.

Anonymous said...

I wonder if their 9 PM news on KOFY is one of the reasons KGO's 6 PM news is doing so poorly. I know I usually pass on their 6 PM news and watch at 9 PM.

Christopher Chow said...

Lisa Kim was sacrificed to serve notice on everybody that now NO ONE is safe from the grim ratings reaper. She was the senior anchor from when it became an NBC affiliate.

The two stations in the switch have gone down with the tubes.

Lisa Kim will be back.