March 9, 2010

Seattle Is Top Major City in TV Viewing of 2010 Olympic Games

Olympic Games on KING 5 Television Tops All Major Market Stations in Daytime, Prime & Late Night

KING 5 News Dominates in All Newscasts

"The Olympic Zone" on KING 5.com Beats All Major Market DMA's

SEATTLE, WA - In Olympic terminology, KING 5 is a national gold medal winner. KING 5's Winter Olympics viewer share topped all major market TV stations in daytime, prime and late night for adults in the 25 to 54 age demographic.

The Winter Olympic Games proved to be a 17 day ratings blockbuster for NBC, especially in the Seattle/Tacoma market. KING 5's 15 share in M-F daytime, 36 share in prime, and 17 share in late night beat every big market NBC station in the nation for the Vancouver Games.

"The Vancouver Olympics gave us an opportunity to tell great stories of the Olympic athletes from the Northwest," said Pat Costello, Vice President and Station Manager of KING 5, KONG5.com, KONG 6/16, Northwest Cable News and NWCN.com. "Our newscasts and local programs-Evening Magazine and The Olympic Zone-focused on making these games feel like our hometown Games, and I think we achieved that goal."

Locally, Puget Sound viewers resoundingly chose KING 5 News over the competition in all time periods of the February book. From sign on to sign off, KING 5's 4 rating and 18 share lapped the field, beating KIRO, KOMO, and KCPQ combined. KING 5 News @ Noon doubled KIRO 7's Noon ratings and KING 5 News @ 5:00 PM and 6:30 PM beat KIRO and KOMO combined in those time periods. KING 5 News @ 11:00 PM finished in first place even without the boost from Olympic prime time coverage. In non-news programming, Evening Magazine enjoyed a strong second place showing for adults and women in the 25 to 54 age demo.

"A lot of times a station's newscasts will only see increased viewership during the Games, but KING 5 News has been able to continue to see growth long after the flame was extinguished," said Costello.

KING 5's dominant February ratings extended beyond television. Online, the KING5.com Ozone website finished in first place among all top twenty-five DMA's and third place for all NBC stations nation-wide.

The February 2010 sweeps for measuring television audiences covered February 4th through March 3rd. In measurement terms, the difference between a rating and a share is that a rating is the percentage of the total population of televisions tuned to a particular program while a share indicates the percentage of television sets actually in use.

About Belo Corp.
KING 5 is part of Belo Corp. (BLC), one of the nation's largest pure-play, publicly-traded television companies, that 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.