May 2009 Sweep Ratings

May 26th, 2009 | Tags: , , , , , ,

May 2009 Sweep Ratings for the sweep days from April 23 to May 20, 2009. Commentary follows the prime time numbers.

Daytime:

STATION PROGRAM HH RTG/SHR
EARLY NEWS
KSDK [M-F] TODAY IN ST. LOUIS (5AM – 6AM) 3.3/18
KTVI [M-F] FOX 2 NEWS (5AM -6AM) 2.9/16
KMOV [M-F] NEWS4 THIS MORNING (6AM – 6AM) 1.9/10
KDNL [M-F] ABC NEWS MORNING (5AM – 6AM) 0.2/1
MORNING NEWS
KSDK [M-F] TODAY IN ST. LOUIS (6AM – 7AM) 5.9/22
KTVI [M-F] FOX 2 NEWS (6AM – 7AM) 5.6/21
KMOV [M-F] NEWS4 THIS MORNING (6AM – 7AM) 3.0/11
KDNL [M-F] ABC NEWS MORNING (6AM – 7AM) 0.3/1
MORNING NETWORK
KSDK [M-F] TODAY SHOW (7AM – 9AM) 6.3/22
KTVI [M-F] FOX 2 NEWS (7AM – 9AM) 5.6/19
KMOV [M-F] THE EARLY SHOW (7:30AM – 9AM) 1.9/7
KDNL [M-F] GOOD MORNING AMERICA (7AM – 9AM) UNRANKED
MORNING SYNDICATED/NEWS
KSDK [M-F] NEWSCHANNEL 5 @ 10 (10AM – 10:30AM) 2.9/12
KTVI [M-F] RACHEL RAY (10AM – 11AM) 2.4/10
KMOV [M-F] GREAT DAY ST. LOUIS (10AM – 11AM) 1.2/5
NOON NEWS
KSDK [M-F] NEWSCHANNEL 5 @ NOON (12PM – 1PM) 4.4/16
KMOV [M-F] NEWS4 AT NOON (12PM – 12:30PM) 4.0/15
KTVI [M-F] FOX 2 NEWS @11 (11AM – 12PM) 3.2/13
KPLR [M-F] NEWS 11 @ NOON (12PM – 1PM) 0.7/2
AFTERNOON SYNDICATED
KMOV [M-F] DR. PHIL (3PM – 4PM) 3.4/11
KSDK [M-F] SHOW ME ST. LOUIS (3PM – 3:30PM) 2.3/8
KTVI [M-F] JUDGE ALEX (3PM – 3:30PM) 2.3/8
KDNL [M-F] MAURY POVICH (3PM – 4PM) 1.5/5

Evening/Prime/Late after the Bump:

Evening:

STATION PROGRAM HH RTG/SHR
EVENING NEWS
KSDK [M-F] NEWSCHANNEL 5  @ 5 (5PM – 5:30PM) 10.2/24
KMOV [M-F] NEWS4 ST. LOUIS (5PM – 5:30PM) 5.8/14
KTVI [M-F] FOX 2 NEWS @ 5 (5PM – 6PM) 5.5/13
EVENING NETWORK NEWS
KSDK NBC NIGHTLY NEWS (5:30PM – 6PM) 11.1/25
KMOV CBS EVENING NEWS (5:30PM – 6PM) 4.7/10
KDNL ABC WORLD NEWS (5:30PM – 6PM) 1.0/2
ACCESS NEWS
KSDK [M-F] NEWSCHANNEL 5 @ 6 (6PM – 6:30PM) 10.7/23
KMOV [M-F] NEWS4 ST. LOUIS (6PM – 6:30PM) 5.0/11
KTVI [M-F] FOX 2 NEWS @ 6 (6PM – 6:30 PM) 4.7/10
PRIME TIME
KMOV CBS PRIME (7PM – 10PM) 9.4/16
KTVI FOX PRIME (7PM – 9PM) 7.9/14
KSDK NBC PRIME (7PM – 10PM) 6.0/10
KDNL ABC PRIME (7PM – 10PM) 3.7/6
KPLR CW PRIME (8PM – 10PM) UNRANKED*
WRBU MY NETWORK TV PRIME (7PM – 9PM) UNRANKED*
LATE NEWS
KSDK [M-F] NEWSCHANNEL 5 @ 10 (10PM – 10:30PM) 12.4/22
KMOV [M-F] NEWS4 ST. LOUIS (10PM – 10:30PM) 10.3/18
KTVI [M-F] FOX 2 NEWS EDGE (10PM – 10:30PM) 5.0/9
KTVI [M-F] FOX 2 NEWS @ 9 (9PM – 10PM) UNRANKED*
KPLR [M-F] NEWS11 IN PRIME (7PM – 10PM) UNRANKED*
NEWS (MONDAY – SATURDAY)
KSDK [M-S] NEWSCHANNEL 5 @ 10 (10PM – 10:30PM) 12.2/21
KMOV [M-S] NEWS4 ST. LOUIS (10PM – 10:30PM) 8.9/16
KTVI [M-S] FOX 2 NEWS @ 9 (9PM – 10:00PM) 9.5/15

*NSI ranking unavailable

Source: NSI St. Louis Multiday Grid Report M-F 20 of 20 days and M-S 28 of 28 days (4/23/09-5/20/09)

My Take:

The May sweep numbers prove that KTVI is one of strongest FOX stations in country. From the early morning numbers, where the once dominant KSDK  leads by a slim margin.  What effect the format change KMOV implemented toward the end of the sweep remains to be seen. The station recently reformatted from News4 This Morning to News4 Awake. Midday is an unusually competitive one with little more than a rating point separating the leader (KSDK) from the third place KMOV.  KPLR is making a strong showing for a newscast that just launched in April, with a very respectable 0.7 rating.
KSDK continues to dominate from 5 to 6, largely because of Oprah at 4pm. KDNL’s disappointing 1.o rating for World News is courtesy of a weak lead-in of Who Wants to Be a Millionaire at 5pm. Despite NBC’s weak prime time, KSDK still gets a 12.4 at 1o. NBC’s prime is rated 6.0 in St. Louis, which may be higher than the national average. A year ago, KMOV was at the top of the heap at 10pm. Of course these changes might be due to St. Louis changing from the older diary ratings to People Meter system that is in use in Chicago.
KSDK’s numbers puzzle me. KMOV should be doing better, but isn’t. KTVI is actively going after the audience in all the time slots, and KDNL is being KDNL; newsless and full of infomercials.  KPLR could be stronger if it could get rid of the CW.
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