November Nielsens Show Nothing New

In the November Nielsen ratings, as usual, KFSM, Channel 5, led in the 11-county dominant market area while KHBS/KHOG, Channels 40/29, won in Northwest Arkansas (Benton and Washington counties combined).

Traditionally, KFSM, the CBS affiliate, has been stronger in the Fort Smith market and the entire DMA while KHOG, the ABC affiliate, has prevailed in Northwest Arkansas.

KNWA, the NBC affiliate, had a stronger-than-usual showing for the 10 p.m. news slot with a 5 rating. “Rating” is percentage of television households in the area. KNWA has struggled to increase its ratings since relaunching its newscast in 2000 after eight years off the air.

Because of mismarked Nielsen diaries, Jim Prestwood, general manager of KHBS/KHOG, said his station’s Northwest Arkansas ratings should have been one number higher during each of the three daily newscasts. Prestwood said viewers in Northwest Arkansas marked KHBS, which is the station’s Fort Smith signal, when they should have marked KHOG. He said it’s impossible to view KHBS in Northwest Arkansas. Prestwood said mismarked diaries also dragged KNWA’s 6 p.m. newscast from a 4 rating to a 3.

KFSM is owned by the New York Times Co. KHOG is owned by Hearst-Argyle Television Inc. KNWA is owned by Nexstar Broadcasting Group of Irving, Texas. All three stations have offices in both Fayetteville and Fort Smith, although KNWA no longer has a Fort Smith newsroom.

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