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New KEYE formats slip some; KVUE leads news in May ratings

Dale Roe
Mix 94.7 morning duo Sandy McIlree, left, and J.B. Hager now simulcast on KEYE from 6 to 7 a.m.

Not much has changed in the local ratings wars. The November 2009 sweeps ratings reflected the programming shake-ups at KEYE, where new local morning and afternoon programming was introduced. The CBS affiliate had just replaced its morning news program with a simulcast of Mix 94.7 radio team JB and Sandy, and created a new afternoon lifestyle program, "We Are Austin Live," for former morning news co-anchor Michelle Valles.

Ratings for the morning program are just a tenth of a point lower in May than they were in the November sweeps period, and the afternoon program's numbers are down two-tenths of a point. Both trail other network affiliates in their time slots. At the time they were introduced, KEYE director of creative services Jerry Wagley labeled both programs "long-term plays" and suggested that it would take time for the new and different programs to build an audience.

The other big news is the increase in the numbers for NBC affiliate KXAN's 10 p.m. newscast. Last November, the program's ratings were down 26.5 percent from where they were prior to NBC's disastrous introduction of the primetime "Jay Leno Show." Eric Lassberg, the station's general manager, said that a strong lead in was "critical" to the success of a nightly newscast. Post-Leno, KXAN's 10 p.m. newscast has regained more than a full ratings point.

KAKW, Austin's Univision affiliate, tied KTBC in the 5 p.m. slot, bested last-place CBS in the 5:30 p.m. network news battle and topped KEYE's local news at 6 p.m.

ABC affiliate KVUE held onto the top spot at 5, 6 and 10 p.m., while NBC affiliate KXAN retains sole possession of leadership in the 6 a.m. slot.

Here are selected May overnight Nielsen ratings (a rating is 1 percent of the 678,730 TV households in the Austin viewing area). We included the 9 p.m. hour to reflect the comparative ratings of KTBC's "Fox 7 News at 9" and KNVA's "KXAN Austin News," and the 4 p.m. hour to show the rating for "We Are Austin Live."

6 a.m. local news

  • KXAN 3.0
  • KVUE 2.6
  • KTBC 2.0
  • KEYE 0.6
  • KAKW 0.3

4 p.m.

  • KVUE ('The Oprah Winfrey Show') 4.6
  • KTBC ('Judge Judy') 2.8
  • KXAN ('Jeopardy!') 2.8
  • KAKW ('Primer Impacto') 1.8
  • KEYE ('We Are Austin Live') 0.9
  • KNVA ('Tyra Show') 0.4

5 p.m. local news

  • KVUE 5.6
  • KXAN 3.0
  • KAKW 2.6
  • KTBC 2.6
  • KEYE ('Insider') 1.2
  • KNVA ('Everybody Loves Raymond') 0.7

5:30 p.m. network news

  • ABC 5.7
  • NBC 4.5
  • KAKW 2.8
  • CBS 1.5

6 p.m. local news

  • KVUE 5.3
  • KXAN 4.3
  • KAKW ('Mi Pecado') 3.0
  • KTBC ('TMZ') 2.3
  • KEYE 2.1
  • KNVA ('Friends') 1.6

9 p.m.

  • CBS 7.2
  • ABC 6.5
  • NBC 4.6
  • KTBC ('Fox 7 News at 9') 4.2
  • KNVA (KXAN Austin News) 1.0

10 p.m. local news

  • KVUE 6.6
  • KEYE 4.9
  • KXAN 4.8
  • KTBC ('The Simpsons') 2.9
  • KNVA ('The Office') 0.9

Source: Nielsen Media Research