St. Louis, MO - The May sweeps results are in, and they show KMOV winning the late news battle, and gaining viewers in all other key newscasts. According the preliminary ratings released by Nielsen today, more people are making the switch to News 4. In the just completed May 2010 ratings period, "News 4 at 10" came in first place in total viewers, as well as the key Adults 25-54 demographic, beating both KSDK and KTVI. KMOV posted increases in Adults 25-54 at 6am, 5pm, 6pm and 10pm. Perhaps the biggest shift is starting to take place in the morning. Awake with News 4 posted a 24% increase in Adults 25-54, while both KSDK and KTVI lost viewers in the 6am hour.
KMOV scored a 10.2 household rating for News 4 at 10 (Monday through Friday), and a 5.2 rating in Adults 25-54. KSDK saw its audience decrease significantly compared to May of 2010. "We continue to focus on relevant content that is important to our viewers, "said News 4 News Director Sean McLaughlin. "We know our viewers are busy, and have high expectations when it comes to where they get their information. It's nice to see that we have continued to earn their trust," McLaughlin added.
Meantime, the team of Virginia Kerr, John Knicely, Robin Smith and Matt Chambers continues to be the only morning newscast in St. Louis that is gaining viewers in the key demographic. In Adults 25-54, "Awake with News 4" reached a 2.1 rating, up from a 1.7 the prior year. Both KSDK and KTVI lost viewers in the demographic.
KMOV also posted a 29% increase in Adults 25-54 at 6:00pm, being the only newscast to gain viewers in that time period as well. "News 4 at Noon" remained number one in Adults 25-54 as well.