The Desert Sun from Palm Springs, California • Page 39

THURSDAY, JUNE 21, 2007 E5 THE DESERT SUN BUSINESS RATINGS: May figures show local stations maintain close race By. the numbers Nielsen ratings for May for local stations Call letters; Household rating pointsshare (percentage of television sets in use that are tuned to the specific programming) 6 a.m.-7 a.m., M-F KESQ: 426 KMIR: 18 KPSP: 15 5 p.m.-5:30 p.m., M-F KESQ: 614 KMIR: 38 KPSP: 24 6 p.m.-6:30 p.m., M-F KESQ: 512 KMIR: 37 KPSP: 12 6:30 p.m.-7 p.m., M-F KESQ: 410 KMIR: 36 KPSP: 13 11 p.m.-ll:30 p.m., M-F KESQ: 313 KMIR: 211 KPSP: 28 SOURCE: NIELSEN MEDIA RESEARCH KESQ led the market in household rating and share for every newscast. Allen attributed the success to "the makeup of the (news) team, professionalism, consistency and stability." In a move to maintain KESQ's stability, the station just signed a multi-year contract with Tamara Damante, who co-anchors the 6 p.m., 10 p.m. and 11 p.m. news on KESQ and KDFX.

Other key members of KESQ's team include sports director Paul Cicala, news anchor John White and weather forecaster Ginger Jeffries. KESQ executed, a plan to feature investigative stories in May, and the audience responded, Allen said. KDFX, meanwhile, the Fox affiliate on Channel 11, showed considerable growth with its 10 p.m. newscast. CBS affiliate KPSP Channel 2 features Kris Long anchoring evening weekdays at 5, 6 and 1 1, with Anndee Laskoe anchoring the 5 p.m.

and 6 p.m. newscasts Kacey Montoya and Dan Ball are CBS 2's morning anchors. Even though CBS's newscasts are only 4 years old, compared with nearly four decades old for the other stations, Evans said KPSP is racking up some major awards. Evans noted that ratings fluctuate, so when CBS's talk-show "Ellen" beats out "Oprah" at 4 p.m. among certain viewers, the rating may very well change the next month.

The "diary" method of accounting for television viewers in a digital age is not without its challenges, Evans said. Continued from El morning show, the first time a morning show in this desert has won an Emmy. "We also won for the best evening news at 5 o'clock, and those Emmys are judged by television people outside this market." All three English-language cihannels are up against Spanish- language stations that have captured a large segment of the burgeoning Hispanic audience across the Coachella Valley. KVER, the Univision affiliate, typically wins over the prime-time audience in that race, followed closely by KUNA-TV, the Tele-mundo affiliate that is owned by the same company that operates KESQ, Allen said. Univision and its 17-year-old KVER affiliate note that the 2000 Census put the Hispanic population at 151,795, or nearly 47 percent of the population.

KVER's newscast "Notivalle" is widely viewed. Nielsen measures television viewership through written diaries, surveys and meters, calculating the size of TV audiences and the most popular shows. May's figures are considered by many iri the industry to be "the World Series of ratings sweeps," Allen said, because those who buy ad time downplay the significance of July numbers and aren't able to gauge November numbers until December. Because Hispanic viewers tuning into Spanish-language stations have steadily increased, competition for English-speaking viewers can get intense, with stations often running neck-and- 1 St IS I 7 A rfc.W!rtSfl!' neck. KESQ won the 1 1 p.m.

newscast with only a 3 audience rating, or 3 percent of the 149,000 available TV homes in the market. The 3 rating equates to about 4,470 homes, Allen pointed out, while KMIR got a 2 household rating and KPSP got a 1 rating. Allen relishes that ABC affiliate Run yourBUSIBBSS rattier fftanflUfJfoffte Bantu 1st Centennial Bank introduces UStryCleaning 1 CUHt'OHA ION A eposiC bringing the bank to you 247! EDeposit saves you time by offering you the convenience of making your bank deposit electronically from your business desktop computer directly to your 1st Centennial Bank Account. Make deposits anytime, 247 with later deadlines for same day credit Save time by reducing trips to the bank Take advantage of better cash management with accelerated check clearing View images of your deposits on our secure web site Call the Palm Desert office and ask ED to RUN to the Bank, while you run your business! 1 CENTENNIAL A If A nice Place t0 D-TYIN -IV your business" Palm Desert Office 78-000 Fred Waring Dr. Suite 100 Palm Desert, CA 92211 (760) 674-9260 iFDICl iSf www.lstcent.com U.S.

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