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May local-TV sweeps: Fox-4 rules mornings, other races much tighter

Posted 5:42pm on Thursday, May. 23, 2013

Even with co-anchor Lauren Przybyl on maternity leave, KDFW/Channel 4’s Good Day dominated the morning hours during the May sweeps period, which took place from April 25 to May 22.

During the 4:30 to 7 a.m. time slot, Good Day scored a 15 share, or percentage of TVs tuned in, among overall viewers. The race for second was practically a three-way tie, with KXAS/Channel 5’s NBC 5 Today, WFAA/Channel 8’s News 8 Daybreak and KTVT/Channel 11’s CBS 11 News This Morning all landing 8 shares. In hard numbers, though, Channel 8 took second -- by a little more than 100 viewers. When the time slot is broken down to the 4:30 a.m. half-hour and the 5 and 6 p.m. hours, the battle for second seesaws a bit, but Fox-4 is still the clear winner.

In the advertiser-important 25- to 54-year-old demographic, Fox-4 was also the clear winner, and NBC-5 scored a slightly more convincing second place from 4:30 to 7, although the second-place race was still tight.

Close margins were the rule in the late afternoon, early evening and 10 p.m. newscasts as well, with NBC-5 eking out a victory at 5 p.m. in overall viewers, while CBS-11 edged out WFAA at 6 but WFAA took first at 10. In the 25-54 demo, Spanish-language KUVN/Channel 23 won at 5 p.m. (Fox-4 was first among English-language stations). Fox-4 also won that demographic at 6 p.m., in another extremely tight race. KUVN also won at 10 p.m., just edging out WFAA.

Here are the numbers for races in which four or more stations air a newscast. All numbers are rounded-off estimates from Nielsen Media Research.

4:30-7 a.m.

Overall viewers

KDFW/Channel 4: 93,600

WFAA/Channel 8: 50,470

KXAS/Channel 5: 49,380

KTVT/Channel 11: 49,060

KDAF/Channel 33: 5,370

(Note: Unlike the other morning shows, KDAF’s Eye Opener airs from 5 to 8 a.m.)

25-54

KDFW: 51,270

KXAS: 26,220

WFAA: 23,910

KTVT: 21,010

KDAF: 2,200

5 p.m.

Overall viewers

KXAS: 107,400

WFAA: 103,490

KDFW: 98,950

KTVT: 91,410

KUVN/Channel 23: 86,530

KXTX/Channel 39: 27,570

KDAF: 16,630

25-54

KUVN: 49,870

KDFW: 39,390

KXAS: 36,060

WFAA: 32,260

KTVT: 23,280

KXTX: 16,540

KDAF: 4,190

6 p.m.

Overall viewers

KTVT: 157,410

WFAA: 153,960

KXAS: 114,660

KDFW: 104,040

25-54

KDFW: 49,370

WFAA: 49,120

KXAS: 37,590

KTVT: 29,620

10 p.m.

Overall viewers

WFAA: 219,010

KTVT: 202,670

KUVN: 173,410

KDFW: 138,340

KXAS: 95,940

KXTX: 53,970

25-54

KUVN: 96,340

WFAA: 93,250

KDFW: 75,540

KTVT: 62,720

KXAS: 47,420

KXTX: 36,220

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