Valley News Live Dominates February Local News Ratings - Valley News Live - KVLY/KXJB - Fargo/Grand Forks

Valley News Live Dominates February Local News Ratings

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-Jim Wareham   President and General Manager  Valley News Live-

We thank our viewers again, for giving Valley News Live a decisive ratings win in local news, where we go head to head with WDAY and WDAZ.  In the February Nielsen Ratings which ran from 1/30 to 2/26/2014, Valley News Live won every major demographic and total homes viewing (in thousands) against WDAY and WDAZ.   For Valley News Live it was only competitive Monday thru Friday at 5 and 6 pm, and even then WDAY and WDAZ would have to combine both stations separate newscasts to beat KVLY alone.   In the two most coveted time periods in TV News, 10 pm News, and Early Morning 5am to 7am News, Valley News Live dominated.  These newscasts are the number one and two revenue producers, respectively, for television stations across America.

In my chart below, are seven demographics, the first six are what the advertising community overwhelmingly buys day in and day out.  Women, Men, and Adults, 25 to 54 and 18-49.  The advertising community desires these demographics because they influence the decision when it's time to purchase products and services.  I added the 55+ Adult rating to give you an idea of the total adult audience.  Remember a rating point equals 1% of that entire demographic, even if they are working, sleeping, etc, and not watching television.  Example: A 5 rating in Women 25-54 equals 5% of all the women in our viewing area that are 25 to 54 years old whether they are watching television or not.  These demographic numbers are important because they determine the advertising rates that we can charge.

I also added this time, the total number of homes in thousands (000's) that each broadcast reaches.  This is straight forward, much like a newspaper's circulation; instead the home is viewing the newscast instead of getting a paper delivered.  I added this at the request of some who wanted a simple measurement added to my ratings chart.

All the comparison's here are Monday thru Friday.  Our early morning and 10 pm newscasts are simulcast on KVLY and KXJB, so the stations are combined.  We did not use the ratings of our 10pm late newscasts that ran late inside the Olympics on KVLY, because that would not be apples to apples, and would give us an advantage.  This chart only compares where we went head to head with WDAY and WDAZ.

10PM   A25-54 M25-54 W25-54   A18-49 M18-49 W18-49   A55+ Homes
KVLY/KXJB SIMULCAST   12.2 11.2 13.2   9.2 8.3 10.1   15.6 43,900
WDAY   4.7 3.9 5.6   3 2.6 3.4   10.4 21,100
WDAZ   2.5 2.2 2.8   1.9 1.6 2.1   6.7 11,700
6AM-7AM   A25-54 M25-54 W25-54   A18-49 M18-49 W18-49   A55+ Homes
KVLY/KXJB SIMULCAST   7.3 6.2 8.3   4.9 4 5.8   7.4 24,200
WDAY   0.9 0.7 1.2   0.7 0.5 0.9   1.4 3,900
WDAZ   1.3 0.8 1.7   0.6 0.5 0.8   1.3 4,000
5AM-6AM   A25-54 M25-54 W25-54   A18-49 M18-49 W18-49   A55+ Homes
KVLY/KXJB SIMULCAST   2 2.2 1.8   0.9 0.5 1.3   2.7 8,800
WDAY   0.2 0.2 0.2   0 0 0.1   0.7 1,400
WDAZ   0.2 0 0.4   0 0 0.1   0.4 1,300
5PM   A25-54 M25-54 W25-54   A18-49 M18-49 W18-49   A55+ Homes
KVLY   3.6 2.5 4.8   2.6 1.3 3.9   12 23,400
WDAY   2.1 1.3 3   1.6 1.1 2.1   9.2 17,200
WDAZ   1.6 1 2.2   1 0.6 1.5   3.9 8,200
6PM   A25-54 M25-54 W25-54   A18-49 M18-49 W18-49   A55+ Homes
KVLY   4.9 4.5 5.4   4 3.5 4.6   12.8 26,800
WDAY   3.6 2.9 4.4   2.4 1.7 3   12.4 23,300
WDAZ   2.6 2.1 3.2   2 1.8 2.3   7.7 13,400

It was a great victory for Ike Walker, our news director, our news team, production people and all the people behind the scenes at Valley News Live.  After 35 years in the television business, I know that ratings ebb and flow, but based on a series of recent ratings reports, I truly believe that Valley News Live is the major force in Fargo television news, and we did not do it all by ourselves. You, the viewers made the difference.  We thank you, our loyal viewers who make a conscious choice for local news.

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