May 22, 2003
The gap between KING 5 and Seattle's second place station doubles in the past year
Seattle, WA -- KING 5 has just followed a string of successful sweeps with an even more dominant performance in the May 2003 sweep, as The Home Team more than doubles its advantage over second place from a year ago and outdistances the closest competition by a historic margin.
KING 5's sign-on to sign-off, Monday-Sunday 6A-2A 5.6 rating/15 share represents a +51% margin of victory in rating over second place KOMO-4's 3.7/10. This +51% margin of victory in the May 2003 sweep represents more than double the ratings advantage KING 5 had over second place last May, which was +24% (KING: 5.1/15, KIRO: 4.1/12). And the gap has been steadily increasing over the past year, with a +31% margin of victory in the November 2002 sweep (KING: 5.9/15, KOMO: 4.5/12) and a +45% margin of victory in the February 2003 sweep (KING: 6.1/16, KOMO: 4.1/11).
This is the largest margin of victory over second place by any Seattle television station during a major non-Olympics sweep since at least 1968, according to records from Nielsen Media Research. The previous record was also held by KING 5, set just three months ago during the February 2003 sweep.
This sweep represents several recent May sweep rating highs for a number of KING 5's most dominant programs, including the highest May rating...
...since 1996 for KING 5 News at 11PM M-SU
...since 1995 for KING 5 Morning News 6AM
...since 1997 for KING 5 News at 5PM
...since 1999 for KING 5 News at 6:30PM
...since 1999 for Evening Magazine (returning to Number One in the time period)
...since 1999 for Today
...since 1997 for Oprah Winfrey
...since 1999 for Hollywood Squares
...since 1999 for NBC Primetime
...EVER for The Tonight Show with Jay Leno
...EVER for Late Night with Conan O'Brien
KING 5 NEWS at 11PM M-SU records a 9.2/22 for its highest May rating in seven years. It also logs the biggest year-to-year gains for any 11PM or 10PM newscast, rising +15% in rating from last May's 8.0/20. KIRO-7 finishes in a distant second place with a 6.3/15, and KOMO-4 declines -16% year-to-year to a third-place 4.9/12 - its lowest 11PM news rating in a major sweep since at least the 1987 Nielsen meter launch.
-KING 5 has a +46% advantage over the second place news station at 11PM.
KING 5 NEWS at 10PM on KONG 6/16 finishes with a 3.4/6 on weeknights. Once again KING 5 NEWS at 10PM builds by a considerable amount over the rating for its M-F 9:45 lead-in (3.4 vs. 2.3, a +48% gain), while KCPQ-13's Q13 News at 10PM, with a 3.7/7 on weeknights, loses an identical percentage of audience from its M-F 9:45PM FOX network lead-in (7.1 to 3.7, a -48% loss). KIRO-7's 10PM newscast on KSTW-11 finishes with a distant 1.7/3.
-From its inagural sweep in February 1999 to now, KING 5 NEWS at 10PM M-F has grown +54% in rating (2.1 to 3.4), while Q13 News at 10PM M-F has declined -40% (6.2 to 3.7)
KING 5 NEWS at 6:30PM finishes with a 8.6/17 and is the only 6:30PM newscast to show growth versus a year ago, rising +4% in rating from last May's 8.3/16.
KOMO-4 and KIRO-7 are both down sharply from a year ago at 6:30PM, with KOMO-4 declining -21% in rating to a 5.2/10 and KIRO-7 falling -33% in rating year-to-year to a fourth-place 3.1/6. KCPQ's The Simpsons finishes in third place in the time period with a 4.4/8. This represents KOMO-4's lowest 6:30PM news rating since at least the 1987 meter launch, and it is also KIRO-7's lowest 6:30PM news rating since becoming a CBS affiliate again in 1997.
-KING 5 surpasses the combined rating for the KOMO-KIRO news competition (8.6 vs. 8.3).
KING 5 NEWS at 5PM scores a dominant 9.5/21, its highest May rating in six years and the only 5PM newscast to show growth versus a year ago, up +7% in rating from last May's 8.9/20. Once again, the local news competition is severely down: KOMO-4 drops -23% in rating from last May to finish with a 5.3/12, and KIRO-7's rating declines -30% to a 3.7/8.
-KING 5 surpasses the combined rating for the KOMO-KIRO news competition (9.5 vs. 9.0).
KING 5 MORNING NEWS 6AM weekdays records a 4.6/21, its highest May rating in eight years.
KOMO-4 and KIRO-7 again lose audience from a year ago, with KOMO-4 declining -7% in rating to a 2.7/12 and KIRO-7 dropping -4% in rating to a 2.4/11. KCPQ is in a distant fourth place with a 1.3/6. At 5AM KING 5 also finishes in first again with a 2.3/18.
-This is the 41st consecutive major sweep that KING 5 MORNING NEWS 6AM has won the time period, dating back to the November 1989 sweep.
Evening Magazine is back in first place at 7PM, finishing with a 6.4/12 and increasing +5% in rating from last May. Wheel on KOMO-4 places second with a 6.0/11, Friends on KCPQ-13 declines -11% in rating from last May to finish at a third-place 4.9/9, and ET on KIRO-7 falls -20% in rating from a year ago to log a fourth-place 4.4/8. Inside Edition on KONG 6/16 remains even with last May at a 1.2/2.
-Evening Magazine continues to be the most successful locally-produced daily magazine show in the country.
Dr. Phil continues to dominate the 3PM time period with a 5.9/19, the highest May rating in the 3-4PM time period for any television station since 1993. Dr. Phil has brought phenomenal year-to-year gains for KING 5, increasing +136% in rating from last year's 2.5/9 in the time period. Northwest Afternoon on KOMO-4 logs a distant second-place 3.2/10, and KIRO-7's Montel Williams has a 1.7/5, a -39% rating drop from last May's rating.
-Dr. Phil easily surpasses the combined KOMO-KIRO time period competition (5.9 vs. 4.9).
Oprah scores an impressive 8.0/21, rising a massive +51% from last year's 5.3 rating for her highest May rating in six years. KOMO-4's Millionaire/Pyramid combination finishes in second place with a 3.8/10, and Judge Judy on KIRO-7 declines -33% in rating from a year ago to a 2.6/7.
-Oprah easily surpasses the combined KOMO-KIRO time period competition (8.0 vs. 6.4).
Today is again Western Washington's most watched network morning news program, finishing with a 5.5/20. KOMO-4's Good Morning America remains in second place with a 3.8/14, and KIRO-7 again finishes in a distant third place with a 1.7/6 for its 7-9AM combo of 7 Live This Morning and CBS's Early Show. KCPQ-13's Q13 Morning News has a 1.5/5.
-Today equals the combined KOMO-KIRO time period competition (5.5 vs. 5.5).
The Tonight Show with Jay Leno is number one again with a 5.8/21, the highest May rating on KING 5 since Jay took over the desk in 1993 - and within one-tenth of a point of his all-time KING 5 rating high set just three months ago in the February 2003 sweep. KIRO-7's Late Show places a distant second with a 3.4/12, and Nightline on KOMO-4 has a 2.7/9.
-Tonight surpasses the combined KOMO-KIRO time period competition (5.8 vs. 5.4). (includes the first half-hour of KOMO's Jimmy Kimmel Live from 12-12:30AM)
Hollywood Squares is also in first place at 7:30PM with a 6.2/11, a +9% rating increase from last May. Its closest competitors are all down in rating year-to-year: KOMO-4's Jeopardy (5.9/11, -8%); KCPQ-13's Friends (5.0/9, -19%); and KIRO-7's Access Hollywood (4.2/7, -18%)
NBC Primetime on KING 5 is once again the dominant leader - and growing:
May '02 Rtg/Shr May '03 Rtg/Shr % Chg Rtg
KING-5/NBC Prime 10.3/17 10.5/17 +2%
KIRO-7/CBS Prime 10.0/17* 9.0/15 -10%
KCPQ-13/Fox Prime 6.0/10 7.7/12 +28%
KOMO-4/ABC Prime 6.4/11 6.0/10 -6%
KTWB-22/WB Prime 2.7/4 2.9/5 +7%
KSTW-11/UPN Prime & Mariners 2.5/4 2.9/5* +16%
* includes Mariners ratings
(Primetime defined as Mon-Sat 8P-11P/Sun 7P-11P for KING, KOMO and KIRO, and as Mon-Sat 8P-10P/Sun 7P-10P for KCPQ, KSTW, and KTWB)
KING 5 continues to be one of NBC's strongest large-market television stations, again out-performing the national primetime rating by a large margin:
May '03 Rtg
KING 5 Prime 10.5
NBC Network Prime Average 7.8 +35% K5 advantage
KING 5 is once again home to 9 of the top 15 primetime shows in Seattle-Tacoma during the May 2003 sweep, with some of the highest season finale ratings in the country:
#1 CSI, KIRO 7 (CBS) Thu 9P 22.3/34
#2 ER, KING 5 (NBC) Thu 10P 20.8/36
-2nd highest season finale rating in the country:22.9/40
#3 Friends, KING 5 (NBC) Thu 8P 20.7/31
-Highest season finale rating in the country: 26.4/40
#4 Survivor, KIRO 7 (CBS) Thu 8P 19.3/29
#5 American Idol Wed, KCPQ 13 (FOX) Wed 8:30P 16.4/24
#6 American Idol Tue, KCPQ 13 (FOX) Tue 8P 15.8/23
#7 Law & Order, KING 5 (NBC) Wed 10P 15.6/28
#8 Will & Grace, KING 5 (NBC) Thu 9P 14.8/22
#9 West Wing, KING 5 (NBC) Wed 9P 13.9/21
#10 Everybody Loves Raymond, KIRO 7 (CBS) Mon 9P 13.8/21
#11 Law & Order: SVU, KING 5 (NBC) Fri 10P 12.6/23
#11 Frasier, KING 5 (NBC) Tue 9P 12.6/19
#13 Law & Order: CI, KING 5 (NBC) Sun 9P 12.5/19
#14 CSI: Miami, KIRO 7 (CBS) Mon 10P 12.1/22
#15 Law & Order: CI 10P, KING 5 (NBC) Sun 10P 11.8/21
-Ranking based on regular programming that ran at least two weeks in the May sweep - does not include sports or specials
*KING 5 has Nielsen records that date back to the November 1968 sweep.
Ratings data based on measurable in-home viewing statistics from the Seattle/Tacoma Designated Market Area (DMA) for the period of April 24-May 21, 2003, as measured and defined by Nielsen Media Research.
Rating is percent of all homes with television watching a particular program; share is percent of homes with the television in use watching a particular program.
One household rating point equals approximately 16,600 homes in the Seattle/Tacoma DMA.
About KING 5 TV
KING 5 TV is a subsidiary of Belo Corp., one of the nation's largest media companies with a diversified group of market-leading television, newspaper, cable and interactive media assets. A Fortune 1000 company with approximately 7,800 employees and $1.4 billion in annual revenues, Belo operates news and information franchises in some of America's most dynamic markets and regions, including Texas, the Northwest, the Southwest, Rhode Island, and the Mid-Atlantic region. Belo owns 19 television stations (six in the top 16 markets) reaching 13.7 percent of U.S. television households; owns or operates six cable news channels; and manages one television station through a local marketing agreement. Belo publishes four daily newspapers: The Dallas Morning News, The Providence Journal, The Press-Enterprise (Riverside, CA) and the Denton Record-Chronicle (Denton, TX). Belo Interactive's new media businesses include 34 Web sites, several interactive alliances, and a broad range of Internet-based products. Additional information, including earnings releases, is available online at www.belo.com.