KFSM Edges Past KHOG in Nielsens

KFSM, Channel 5, retook the lead during the 10 p.m. newscast from KHBS/KHOG, Channels 40/29, in the 11-county dominant market area in Nielsen Media Research’s household ratings for May.

But it was by a very slim margin.

“I think it was just a decimal point,” said Jim Prestwood, general sales manager for KHBS/KHOG.

During the 10 p.m. newscast, KFSM had a 10 rating and a 24 share. KHOG had a 10 rating and a 22 share during the same four-week survey period.

KFSM usually dominates the market 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 few years.

In May of 2002, KHOG took the lead away from KFSM during the 10 p.m. newscast with a 13.2 rating and a 27 share. That figure was up from an 11.3 rating and 25 share in May 2001, but the 2003 number is more in line with 2001.

From May 2001 to May 2002, KFSM dropped 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 nine counties in Arkansas and two in Oklahoma.

KFSM held onto its lead during the 5 p.m. and 6 p.m. newscasts this May.

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. Ratings for the two different metropolitan areas won’t be available for another few weeks, Prestwood said.

Prestwood was quick to note that with the most important demographic for advertisers — the 25-54 age group — KHOG lead during all four daily newscasts (including the 6 a.m.).

NBC 24/51, KPOM/KFAA, resurrected its local newscast in 2000 after eight years off the air, and it takes time to sway viewers to switch channels.

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.