St. Louis Post-Dispatch from St. Louis, Missouri • Page 57

ST. LOUIS POST-DISPATCH EVERYDAY THURSDAY, DECEMBER 7, 2000 F3 MC4 (Ehaimel 5 news increases its lead in latest ratings November was a month of Thanksgiving for KSDK (Channel 5), posted its best November numbers since 1996 and alsnwdened its lead over KMOV (Channel 4) at kmni iiinii'iliiiiiMitiiwiJ noon, and 6 Gail played a part in KSDK's November success, although general manager Lynn Beall prefers to credit her staff and their good work. "We're very proud of the ratings growth," Beall says. "Our ratings success is a reflection of the outstanding performances by every member of the Newschannel 5 team working toward a common goal to be one of the top television stations in the country." But wait. Doesn't KSDK already have the "most watched evening newscast in So a 30-second promo contends, and even reading the small print doesn't quite explain the extravagant claims.

Beall explains that the station consulted with Nielsen on constructing the promo, which goes like this: Beall said. She pointed out that three of the claims are explained in small type at the bottom of the screen: "No. 1 in the morning" refers to "Today in St. Louis" among viewers 25-54 years old. "No.

1 in the evening" refers to the 10 p.m. news and "No. 1 late night" means "The Tonight Show," both among total households. Well, OK. But that tiny type is hard to decipher even with frame-advance on an excellent VCR, and the disclaimers won't be clear to most viewers.

I also have a continuing quibble with two claims: "most watched morning newscast" and "most watched evening newscast" strongly imply most total viewers, not highest ratings. St. Louisans love to be No. 1. But when we're told we are, we want to be able to believe it 6 share from a 4.47 last November.

At midday, news viewership rose in November, possibly because of interest in the election aftermath. KSDK was up 1 ratings point and 4 share points at noon, with KMOV up 1 ratings points and 2 share points. At 11:30 a.m., KTVI was up 1 point in each category. Early mornings also saw news viewership increase, but the interesting race was 7-9 a.m. There, KTVI (with its two-hour local morning program) moved ahead of CBS' "Early Show" by 2 share points.

(NBC's "Today," however, draws 29 percent of the morning audience, more than all its competitors combined.) Peace with the IBEW, which was picketing last November, likely "This year Newschannel 5 is the No. 1 NBC station in the country. "From memories of the West Wing to moments in the ER, "Late news to late night "America's most watched morning newscast "Most watched evening newscast "No. 1 in the morning "No. 1 in the evening "No.

1 late night. "St. Louis, we're proud as a peacock. "Thank you for making News-channel 5 the No. 1 NBC television station in the country." "How can that possibly be?" one viewer wondered.

"Wouldn't a station in New York have a far bigger audience?" another asked. The claims are based on ratings (not total viewership), Beall explained. A ratings point in a medium-size market like St. Louis (No. 21) stands for fewer households than a ratings point in a large market like New York.

In addition, the promo refers only to Nielsen Media Research's metered markets, which cover larger areas and thus exclude small towns that may have only a couple of television stations. (The No. 1 NBC station for late news is actually in North Platte, and finished last May's sweeps with a 35 rating and 62 percent audience share, to KSDK's 17 rating and 27 share.) When the promo begins, "No. 1 NBC station," viewers are expected to assume that all the rest of the claims refer only to NBC stations, p.m. From a 15 rating and 25 percent audience share at 10 p.m.

in November 1999, the "No. 1 NBC station in the country" (more about that later) rose to a 19 rating and 29 share this year. (Each rat- tH fute Talk postnetcumhibeUlk tpennmjtoiiposlintxom IV' ji. A ings point represents 11,200 St. Louis households.

Each share point refers to the percentage of the television sets in use that are tuned to a particular channel.) Why the gains? Lots of factors played a part, including a strong performance by NBC News in covering the presidential election battle, solid prime-time ratings on the network. (NBC finished the month a close second to ABC, with CBS a fairly distant third.) Undoubtedly, highly promotable stories to draw viewers in like the two-part feature on Rams quarterback Kurt Warner and the three-part visit to "The West Wing" helped KSDK's 10 p.m. numbers. Maybe most important was the fact-that KTVI (Channel 2) dropped its 10 p.m. newscast in September in favor of a full hour at 9 p.m., leaving viewers just three choices at 10.

In fact, both KSDK and KMOV showed 10 p.m. gains, although KSDK's were larger. From a 15 rating and 24 percent audience share in November 1999, which put it right on KSDK's heels, KMOV grew to a 16 rating with the same 24 share. But KSDK's lead over KMOV is now 3 ratings points and 5 share points. KDNL (Channel 30), with Rick EdlUnd joining the anchor desk, showed a tiny gain at 10 p.m., from a 3.3 rating and 5 share last November to a 3.7 and 6 this year.

At 5 p.m., KSDK finished November with a 13 rating and 25 percent audience share, to KMOV's 11 rating and 20 share. Last November, KSDK's lead at 5 p.m. was a single ratings point. 6 p.m., KSDK was up two points in November, to a 16 rating and 27 share from last November's 1425. KMOV, with an 11 rating and J.9 share, was flat.

A partial explanation may be the news of the stations' respective networks: Dan Rather is down on CBS, while Tom Brokaw is up on NBC KTVI, with local news at 5:30 p.m. (as well as 5 and 6), was up in all three half-hours. Against network' newscasts at 5:30, KTVI's numbers rose almost 2 ratings poiijts (from a 4.5 to a 6.2) and 3 share points. Here, ABC's Peter Jennings is the big loser; his 5:30 p.rrfrhational newscast (with a minuscule 1.9 rating) drew just 3 percent of the audience in November. Itlfhe 9 p.m.

news race, KTVI finished November with a 6.3 rating and 9 percent audience share, essentially flat from last November; when the newscast ran just half an hour. KPLR (Channel 11) was down a hair, to a 3.9 rating and REAL nationwide long distance included, Spread good cheer farther. Some wireless long-distance plans don't get you very far. But Sprint PCS real long distance lets you call to anywhere in the country from anywhere on our network not just from a limited area. Sprint PCS has the only all-digital, all-PCS nationwide network serving more than 300 major metropolitan areas, which is why you can enjoy all of these important advantages: Calling to anywhere in the country from anywhere on our network with no extra charges.

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