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Ratings Response: The Spin vs The Facts - Valley News Live - KVLY/KXJB - Fargo/Grand Forks

Ratings Response: The Spin vs The Facts

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

I wanted to repost the ratings chart that we put up before Christmas regarding the ratings in the November 2013 Nielsen Rating Book so that our viewers could see for themselves the actual ratings, so they can compare the actual facts to the spin about WDAY in the Forum article in the paper.

First, more people get their television news from Valley News Live than any other station, period.

The Forum article in this morning's paper completely ignored early morning news, Monday thru Friday 5am to 7am.  This part of our broadcast day is the fastest growing area in local television across America, and here in the Valley, we dominate, with prime time like ratings.  From an advertising revenue standpoint, this area is now only second, and a close second to the 10pm news revenue, which has been the most lucrative time period since local television news began. 

In the Forum article they refer to Metro Household numbers to buttress their claim of being number one.  This is an obscure rating that's never used.  I asked our sales manager when the last time an advertiser asked about Metro Household ratings, and she said never.

I appreciate the publicity, nearly two-thirds of the article was about Valley News Live and our new locally produced programs, North Dakota Today, and Point of View.  Both shows are aimed at different audiences.  North Dakota Today is aimed at the Female viewer in that 25-54 demographic, the most in demand demographic in television.  We were pleased that a brand new show would increase the Women 25-54 demographic in its first ratings book.  When we did not renew the contract with Disney for Live with Kelly and Michael, we knew that we would lose the older female demographic as they probably would move with the show to WDAY, and that is what they did.   The show has been on in the market for 25 years or more, going back to the Regis and Kathy Lee days, so their loyalty is understandable.  However for us, we are taking the risk and developing our own morning lifestyle show, that is 100% local, and we feel allows us to control our own destiny on our agenda and not Hollywood's.

The idea behind 6:30 POV on KXJB was to provide an interactive talk program that would focus on local issues.  Cable news shows from FOX, MSNBC and CNN have garnered ratings in the past in this time period, and also the fact that the Valley has several talk radio stations, we figured that there would be an appetite for this type of show and there is.  We knew from the start that this program would attract the older viewer, as they are the core of the cable news audience and talk radio, and that is exactly what we are seeing.  Like all talk shows, the subject matter will drive the ratings.  Chris now averages nearly 10,000 viewers per show, with the vast majority of them over 35+.  During the November ratings sweep, he had shows where his audience surged to over 15,000 people, something that we are quite pleased with.  I believe this makes Chris the most popular opinion talk show host in the valley in both television and radio.

We also have in the same time period, on KVLY, have Wheel of Fortune, a monster of a show that wins all the ratings.   So between our two stations we have all the bases covered in the 6:30 to 7:00 PM time period.

People watch programs, not stations.  That is why we program to the time period and audience.  There are different demographics at different times of the day, depending on competition and what programming is available.

Also, our advertisers buy demographics, because they know who their target customers are and that is how we program our stations, we try to reach the demographics that our advertisers want to reach.

Remember, a ratings point equals one percentage of the total population, not just the available TV audience.

Below are the charts that we posted in December after the results of the November Nielsen Ratings were reported for November 2013.

 

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


 

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!


 
 

 

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