December 2, 2009
KGW Newschannel 8 is Portland's Leading Station in November Sweeps
Belo station captures key demographics in new LPM measuring system
PORTLAND, OR - KGW NewsChannel 8 proved itself once again as the leading local Portland television station in the November 2009 Nielsen sweeps period which ended November 25. The month marked the first traditional major television sweeps period in which the Portland market was measured with the Local People Meter system. The newer system of measurement formally began July 1 and provides daily demographic data for the first time. Television advertising is purchased on the basis of demographics, and is the means by which the comparative success of stations is judged.
In the key demographic of Adults 25-54, KGW NewsChannel 8 won sign-on to sign-off by a 14% advantage over its closest competitor. The station again demonstrated its news leadership with demographic wins weekdays at noon, 5 PM, 6 PM, 6:30 PM, and 11 PM. The station's leading position at 11 PM is noteworthy given the lead-in from NBC's prime time programming. KGW's closest competitor had a network lead-in audience in the demographic more than twice that of NBC's programming. NewsChannel 8 @ 11 increased its audience share by a whopping 57% over the lead-in. By comparison, all other competitors lost audience from their network programming, and again lost audience in the second half of their newscasts. This is a testament to the quality and strength of KGW's loyal viewers who tune in to KGW's news on a consistent basis.
"Portland television underwent some of the most significant changes in our industry the last few months with the digital conversion on June 12, and the transition to a new methodology of audience measurement with the switch to Local People Meters occurring only two weeks later," said DJ Wilson, president and general manager of the KGW Media Group. "We know that viewers were challenged by the digital transition, and we appreciate the disruption our viewers have had over the past several months in working through various technical issues in receiving their TV signals. The November sweep clearly proved that more Portlanders continued to rely on KGW for their local news."
About Belo Corp.
KGW is part of Belo Corp. (BLC), one of the nation's largest pure-play, publicly-traded television companies, with 2008 annual revenue of $733 million. The Company owns and operates 20 television stations (nine in the top 25 markets) and their associated Web sites. Belo stations, which include affiliations with ABC, CBS, NBC, FOX, CW and MyNetwork TV, reach more than 14 percent of U.S. television households in 15 highly-attractive markets. Belo stations rank first or second in nearly all of their local markets. Additional information is available at www.belo.com or by contacting Brenda Buratti at 503-226-5130