March 3, 2008

KING 5 Dominates February Sweeps

SEATTLE, WA -- KING 5 continues its dominance in the Seattle market winning sign-on to sign-off in the important 25 - 54 demographics. With the station's strength in its news, prime time and local programming, KING 5 is poised to remain the market leader.

In the just-ended February sweeps period, Seattle-Tacoma's NBC affiliate held its overall lead despite the writers strike. Strong primetime programming like American Gladiator, Law & Order, Deal or No Deal, Medium, Biggest Loser and the Sunday night movie special Knight Rider helped KING 5 deliver a well-rounded schedule for the sweeps period.

KING 5 News won the Monday through Friday time-periods at 5:00 a.m., 6:00 a.m., Noon, 5:00 p.m., 6:30 p.m. and 11:00 p.m. in every key demographic. In many instances KING 5's News ratings were double the combined ratings of the competition. KING 5 weekend news also won in seven out of eight time periods. The KING 5 News broadcasts on KONG TV at 7:00 a.m. and 10:00 p.m. came in a narrow second place. The 10:00 News grew audience over its lead-in, while the competition lost almost half their audience from their lead-in.

"We are pleased that once again Western Washington viewers choose KING 5 for news, weather and information" said vice president/Station Manager Pat Costello.

Perennial daytime program champions Ellen, Dr. Phil and Oprah won their time-periods handily in the key demographics of women and adults, and Evening Magazine finished second in households, continuing its track-record as one of the most successful locally produced news magazines in the country.

The Seattle-Tacoma DMA switched measurements to Nielsen's Local People Meters (LPM's) officially in October 2007. LPM's provide media entities with daily demographic ratings and a more accurate picture of the television habits of the market. With ratings now available monthly, KING 5 continues to lead the market with the demographics most coveted by advertisers.