KFSM retains market lead, 40/29 closing the gap

Editor’s note: The City Wire is a content partner with KFSM.

The ratings books are out and the two primary local television stations in the Fort Smith area are claiming wins in the ratings war.

With ratings a big part of advertising revenue, the owners of KFSM-TV 5 and KHBS/KHOG 40/29 tout their gains and/or positions as gauged by Nielsen ratings.

Based upon recent press releases from the two stations, KFSM remains the market leader in the Northwest Arkansas-Fort Smith market (The federal government and television industry place the two regions in one market.).

Following are the market share numbers for November, according to Nielsen.
KFSM, 42%
KHBS/KHOG, 31%
KNWA, 12%

“5News at 5, 6 and 10 PM, anchored by Daren Bobb and Ashley Ketz, with meteorologist Garrett Lewis and sports director John Engleman, were the highest rated local newscasts in households and adults 25-54,” noted the KFSM statement.

However, the statement from KHBS/KHOG points to “impressive increases” in key time slots. The station says it posted a 200% ratings increase with its morning show and a 17% and 32% ratings increase in its 5 p.m. and 6 p.m. newscasts, respectively.

The two statements require close examination. For example, KFSM says its 6 a.m. morning show with Ashley beck was the highest rated local morning news program in the market area. KHBS/KHOG says its River Valley “Sunrise” show at 6 a.m. outperformed its closest competitor by nearly 2.5 rating points. This suggests that overall the KFSM show gets higher ratings overall but is not getting the top Nielsen numbers in the Fort Smith area.

Also, KHBS/KHOG says its 10 p.m. newscast “outperformed its closest competitor” — aka KFSM — by 2.2 rating points.