KHOG takes 10, NBC up in Nielsen

KHBS/KHOG, Channels 40/29, took the lead in the 10 p.m. news time slot from KFSM, Channel 5, in the 10-county dominant market area in Nielsen Media Research’s household ratings for May.

KHOG had a 13.2 rating and a 27 share during the 10 p.m. news. That rating figure is up 17 percent from an 11.3 rating and 25 share in May 2001.

During the same time period, KFSM dropped by 15 percent from a 13.3 rating and 30 share to an 11.2 rating and 23 share.

“Rating” is percentage of all residents in the area. “Share” is percentage of all area television sets that are on at a specific time of day (in this case, 10 p.m. weekdays). The dominant market area includes eight counties in Arkansas and two in Oklahoma.

KFSM held onto its lead during the 5 p.m. and 6 p.m. newscasts, but lost ground — by 11 percent in the 5 p.m. rating and 13 percent at 6 p.m.

KHOG’s rating also dropped during the 5 and 6 p.m. newscasts — by 4 and 6 percent, respectively.

At the same time, NBC 24/51, KPOM/KFAA, posted huge percentage increases, but its overall rating and share remained relatively low when compared to its competition. NBC 24/51 resurrected its local newscast in 2000 after eight years off the air, and it takes time to sway viewers to switch channels.

KFSM and KHOG have historically dominated the Northwest Arkansas television market. Traditionally, KFSM has been stronger in the Fort Smith area, and KHOG has had the majority of viewers in Northwest Arkansas. The ratings for Washington, Benton and Madison counties combined, for example, show KHOG leading during the 10 p.m. newscast by a 16.1 rating and 32 share. KFSM followed in that Northwest Arkansas region with a 9.7 rating and 20 share.

KFSM usually dominates the dominant market area during the 5 p.m. and 6 p.m. newscasts, but leadership during the 10 p.m. slot has switched back and forth between the two stations during the past couple of years.

KFSM is owned by the New York Times Co. KHOG is owned by Hearst-Argyle Television Inc. NBC 24/51 is owned by Griffin Holdings Inc. of Muskogee, Okla. The Griffin family also owns Griffin Food Co., which makes jams and jellies. All three stations have offices in both Fayetteville and Fort Smith.

Nielsen rates the stations four times annually: in February, May, July and November. The ratings can vary considerably depending on the number of television “diaries” returned by viewers.