November 2009 Sweep Ratings

November 2009 Sweep Ratings for the sweep days from October 29 to November 25, 2009. Commentary follows the prime time numbers.

Daytime:

STATION PROGRAM HH RTG/SHR
EARLY NEWS
KSDK [M-F] TODAY IN ST. LOUIS (6AM – 7AM) 5.9/21
KTVI [M-F] FOX 2 NEWS (6AM – 7AM) 5.8/21
KMOV [M-F] NEWS4 THIS MORNING (6AM – 7AM) 2.1/8
KDNL [M-F] ABC NEWS MORNING (6AM – 7AM) 0.4/2
MORNING NETWORK
KSDK [M-F] TODAY SHOW (7AM – 9AM) 6.8/23
KTVI [M-F] FOX 2 NEWS (7AM – 9AM) 5.6/19
KMOV [M-F] THE EARLY SHOW (7:30AM – 9AM) 1.5/5
KDNL [M-F] GOOD MORNING AMERICA (7AM – 9AM) UNRANKED*
NOON NEWS
KSDK [M-F] NEWSCHANNEL 5 @ NOON (12PM – 1PM) 4.3/15
KMOV [M-F] NEWS4 AT NOON (12PM – 12:30PM) 4.4/15
KTVI [M-F] FOX 2 NEWS @11 (11AM – 12PM) 2.8/10
KPLR [M-F] NEWS 11 @ NOON (12PM – 1PM) 0.9/3
AFTERNOON SYNDICATED
KMOV [M-F] DR. PHIL (3PM – 4PM) 3.6/11
KSDK [M-F] SHOW ME ST. LOUIS (3PM – 3:30PM) 2.6/8
KTVI [M-F] JUDGE ALEX (3PM – 3:30PM) 2.2/8
KDNL [M-F] MAURY POVICH (3PM – 4PM) 1.7/5

Evening/Late after the Bump:

Evening:

STATION PROGRAM HH RTG/SHR
EVENING NEWS
KSDK [M-F] NEWSCHANNEL 5  @ 5 (5PM – 5:30PM) 11.1/23
KMOV [M-F] NEWS4 ST. LOUIS (5PM – 5:30PM) 6.0/13
KTVI [M-F] FOX 2 NEWS @ 5 (5PM – 6PM) 6.2/13
EVENING NETWORK NEWS
KSDK NBC NIGHTLY NEWS (5:30PM – 6PM) 12.0/24
KMOV CBS EVENING NEWS (5:30PM – 6PM) 5.0/10
KDNL ABC WORLD NEWS (5:30PM – 6PM) 1.2/2
ACCESS NEWS
KSDK [M-F] NEWSCHANNEL 5 @ 6 (6PM – 6:30PM) 10.9/21
KMOV [M-F] NEWS4 ST. LOUIS (6PM – 6:30PM) 6.4/12
KTVI [M-F] FOX 2 NEWS @ 6 (6PM – 6:30 PM) 4.7/9
LATE NEWS
KSDK [M-F] NEWSCHANNEL 5 @ 10 (10PM – 10:30PM) 10.6/19
KMOV [M-F] NEWS4 ST. LOUIS (10PM – 10:30PM) 8.3/15
KTVI [M-F] FOX 2 NEWS EDGE (10PM – 10:30PM) 4.4/8
KTVI [M-F] FOX 2 NEWS @ 9 (9PM – 10PM) 7.2/12
KPLR [M-F] NEWS11 IN PRIME (7PM – 8PM) UNRANKED*
NEWS (MONDAY – SATURDAY)
KSDK [M-S] NEWSCHANNEL 5 @ 10 (10PM – 10:30PM) 8.3/15
KMOV [M-S] NEWS4 ST. LOUIS (10PM – 10:30PM) 9.3/17
KTVI [M-S] FOX 2 NEWS EDGE (10PM – 10:30PM) 4.6/8

*NSI ranking unavailable

Source: NSI St. Louis Multiday Grid Report M-F 20 of 20 days and M-S 28 of 28 days Nov. ‘09 (10/29/09-11/25/09)

My take:

First, take a look a the numbers from May:

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:

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)

Some points of comparison:

One of the first things that should be taken into account is that the May Sweep preceded the Digital Transition, and November is post transition. One thing I have noticed is that it seems like the transition worked in KDNL’s and to a lesser extent KPLR’s favor.  KDNL is up modestly across the board from May.

KSDK’s lead at 10PM is gone.  The late numbers are reflective of NBC’s weak lead-in into late news. Jay Leno averaged a 4.6/7 in the last hour, compared with KMOV’s 11.4/18 and KDNL’s very competitive 3.9/6 in 9-10PM hour.  What really hurts KSDK is KTVI’s 7.2/12 at 9PM, with FOX2 News @ 9. Leno is proving to be a bad lead-in for late news on NBC stations.  It’s particularly apparent in New York City, where NBC O&O WBNC is mired in third place after WCBS (no.1) and WABC (no.2).

KMOV’s ratings in the morning have dropped, no doubt due to the personnel changes during the news. Marc Cox does reporting now, and Robin Smith replaced him. KTVI’s FOX2 News is number 1 in the mornings, overtaking KSDK’s Today In St. Louis, which lead for years.

Noon news is highly competitive between KMOV and KSDK, as it has been for years. KTVI is down, while KPLR is up.

Early Evening news has been a strong winner for KSDK, which has widened it’s lead at 5PM, but while both KTVI and KMOV are both up, KTVI is in 2ND place 5pm. Brian Williams has increased viewers since May, and Katie Couric is flat,  along with Charles Gibson who left World News last week.

Access News (6PM) is essentially flat for both KMOV and KTVI, while KSDK is slightly up from May.

I would note that KDNL’s prime time numbers especially in the 9-1oPM hour could produce a competitive newscast against KTVI if the station wanted to invest in such a move. A 3.9/6 could produce a respectable 4th, or even 3rd place at ten.

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