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Viewers: Thank You For Giving Valley News Live A Win In the Nov - Valley News Live - KVLY/KXJB - Fargo/Grand Forks

Viewers: Thank You For Giving Valley News Live A Win In the November Nielsen News Ratings!

Posted: Updated:

 

By: Jim Wareham, President and General Manager, Valley News Live 

I wanted to give our viewers a look inside the November Nielsen Television ratings that came out just before Christmas that covered a 4 week period from October 31 through November 27,2013.  It was a very good rating book for KVLY and KXJB, with Valley News Live dominating all demographics in early morning news from 4:30am to 7am.  KVLY beat WDAY+ in all key demographics head to head at 5pm. At 6pm, only by combining WDAY and WDAZ combined, WDAY+ beat KVLY barely in 3 of the 6 key demographics.  At 6pm, from November 2012 to November 2013, KVLY was up in every major demographic.  At 10 pm Valley News Live combined on KVLY and KXJB won every major demographic, except total households watching and Adults 65+, which only WDAY+ won narrowly.  There are three things that are important when looking at ratings.  First, what does a rating point mean?  Why are demographics so important in our business and why are the stations shown by themselves and then sometimes combined in the ratings totals?

 What is a rating?  A rating point represents 1% of that total demographic, whether they are watching TV, working, sleeping, eating, driving, whatever.

 If we are talking about the demographic of Women 18-49 years of age, then out of that total number of that demographic available in our entire viewing area, whether they are watching television or not, whether they are working, sleeping, eating, etc, out of that entire group, a 1 rating represents 1% of that population.  Think of the demographic as a large pie, a 10 rating equals 10% of that pie, a 5 rating equals 5% of that total pie. 

 Why use demographics?   We use demographics because that is what the overwhelming percentage of our advertisers buy from us.  Most advertisers are targeting their message at a particular group of potential customers.  Example:  The most coveted demographic is Women from ages of 25 to 54.  Why is that demographic popular?  Because research shows that a woman, 25 to 54, makes the decision or influences the decision on nearly every purchase made in a household.  Groceries, fast food, medical, furniture, auto and a myriad of other products and services are influenced by this demographic.  Some advertisers seek women 18 to 49.

  Some advertisers look for couples, Adults 18 to 49 or Adults 25-54 as their target for advertising.  Why do we focus on these demographics?  Because simply that is where the advertising dollars are and advertising revenue is how we pay our employees and bills. 

 Why don't viewers over 55 count with advertisers?  Most, but not all advertisers focus in on the key demographics under 55 because they believe that us older folks are already set in our ways and are not open to trying new products or services.  Being part of this group, I kind of resent that, because I do try new things, but that is the way Madison Avenue thinks and it has always been that way.  To be successful as a Television station you have to serve the demographics that the advertisers want, and will pay premium rates for.

 Nielsen reports the stations straight forward, but there is a wrinkle in the Fargo market.  WDAY is the Forum Communications station, Channel 6 that serves the southern end of the valley with a tower near Amenia, about 20 miles west of Fargo.  WDAZ-TV, Channel 8, serves Grand Forks and the northern valley from a tower near Petersburg, North Dakota.   When WDAY/WDAZ  produces a newscast, they produce 2 completely separate newscasts, but combine their total viewers into a single audience total.  Nielsen refers to this as WDAY+ in the ratings book to signify that the broadcast is on both stations and the audience figures (ratings) are combined.

  If it says WDAY, then the audience figures (ratings) reflect only the audience of WDAY.  The Valley News Live Stations, KXJB, and KVLY are located about 40 miles northwest of Fargo in Galesburg and Blanchard respectively.  Our stations only have one tower each, but they are very high, over 2000 feet high, and cover the entire television market.  However, we do broadcast our morning news, 5am to 7am, and our 10 pm news, 10 to 10:35pm as simulcast on both stations at the same time.  When we refer to KVLY/KXJB simulcast, then we are referring to the combined audience figures (ratings) of both stations. 

 If we refer to just KVLY, then the audience figures refer to just KVLY.  Remember the Fargo-Moorhead television markets is one of the largest, in terms of land, in the United States, covering some 35 counties in both North Dakota and Minnesota. 

 

5AM-6AM

 

A25-54

M25-54

W25-54

 

A18-49

M18-49

W18-49

 

HR

A65+

KVLY AND KXJB SIMULCAST

 

1.9

1.8

2.1

 

1.2

1.1

1.2

 

2.8

1.6

WDAY

 

0.3

0.4

0.2

 

0.2

0.1

0.2

 

0.7

0.6

WDAY+

 

0.6

0.7

0.5

 

0.2

0.1

0.3

 

1.5

1.4

 

 

 

 

 

 

 

 

 

 

 

 

6AM-7AM

 

A25-54

M25-54

W25-54

 

A18-49

M18-49

W18-49

 

HR

A65+

KVLY AND KXJB SIMULCAST

 

5.2

4.2

6.1

 

3.1

2.3

4.1

 

6.7

5.2

WDAY

 

1

0.8

1.2

 

0.4

0.4

0.5

 

1.8

1.4

WDAY+

 

1.6

1.1

2.2

 

0.9

0.5

1.3

 

3.1

2.7

 

 

 

 

 

 

 

 

 

 

 

 

5PM

 

A25-54

M25-54

W25-54

 

A18-49

M18-49

W18-49

 

HR

A65+

KVLY

 

4.3

3.3

5.4

 

3.6

2.6

4.6

 

7.6

9.3

WDAY

 

1.6

1.3

2

 

1.1

0.7

1.5

 

5.8

9.9

WDAY+

 

2.3

1.7

2.9

 

1.6

0.9

2.4

 

9.5

16.2

 

 

 

 

 

 

 

 

 

 

 

 

6PM

 

A25-54

M25-54

W25-54

 

A18-49

M18-49

W18-49

 

HR

A65+

KVLY

 

6.2

4.6

7.9

 

4.8

3.6

6.1

 

9.8

14.6

WDAY

 

5.1

4.4

5.8

 

3.5

3.3

3.8

 

10.6

14.4

WDAY+

 

6.7

6

7.4

 

4.5

4.4

4.7

 

16.1

23.2

 

 

 

 

 

 

 

 

 

 

 

 

10PM

 

A25-54

M25-54

W25-54

 

A18-49

M18-49

W18-49

 

HR

A65+

KVLY AND KXJB SIMULCAST

 

8.6

7.3

10

 

6.2

4.9

7.5

 

13.1

16.1

WDAY

 

5.1

4.6

5.7

 

3.2

2.8

3.7

 

9.6

12.1

WDAY+

 

7.2

6.2

8.2

 

4.8

4.1

5.6

 

14.6

18.7


 

NDSU VS. YOUNGSTOWN STATE

HR

A25-54

A18-49

M25-54

M18-49

M35-64

M50+

M65+

RATING

15.7

14.5

12.8

16.2

13.6

12.5

16.3

27.6

SHARE

67.3

79

86.4

74.3

73.2

67.2

77.3

97.6

 

We are so proud of the ratings that our live Bison games garnered.  Above are the ratings and shares for the Youngstown State Game.  These are phenomenal ratings, only Minnesota Vikings NFL numbers are stronger.  I included shares of audience.  The share represents the percentage of people from the pool of people who are watching TV at the time.  The Bison did 60's, 70's, 80's and 90 + shares of the audience on that particular Saturday afternoon, very impressive to think that the overwhelming percentage of people watching TV that Saturday afternoon were watching the Bison!


 

NORTH DAKOTA TODAY

HR

A25-54

W25-54

 

W18-49

W50+

W65+

Nov-13

1.8

0.7

1.1

 

1.6

1.9

2.6

Nov-12

1.4

0.4

0.9

 

1

1.5

2.4

 

And finally we are very proud of our new lifestyle show "North Dakota Today" that airs at 9am weekdays on KVLY.  North Dakota Today was up in every key female demographic year over year from November 2012 to November 2013.  Not a bad performance for a brand new show against a show that has been in the time slot for over 25 years!


 
We always feel fortunate that the audience believes in our product, and we will do everything in our power to continue to earn the trust and support of the viewing public.  Thank  you!

 

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