KVUE, KXAN have Austin’s top-rated newscasts in November
Editor’s note: This article was originally published December 4, 2013
KVUE and KXAN continue to be Austin’s top choices for TV news, according to the latest Nielsen ratings data.
In the November “sweeps” race, KVUE was No. 1 among households mornings, middays and at 10 p.m., while KXAN landed in the top spot at 5 p.m. and 6 p.m.
Ratings during February, May, July and November are used to set advertising rates. Higher ratings mean more money for broadcasters. That’s why stations typically pull out all the stops, airing heavily promoted special reports and, in some cases, offering prizes to viewers.
Even in time periods where our local affiliates didn’t place first last month, the news was still almost universally positive. That’s because the vast majority of weekday newscasts on KEYE, KTBC, KVUE and KXAN posted year-to-year increases in viewership.
Many of those gains were well into the double and even triple digits. A few examples: At 4:30 a.m., KVUE was up 117 percent and KXAN jumped 80 percent compared to November 2012; KEYE spiked 140 percent and KVUE increased 28 percent at 6 a.m.; KXAN grew 20 percent and KTBC rose 15 percent at 5 p.m.; KTBC climbed 11 percent at 9 p.m.; and KVUE saw its 10 p.m. audience swell by 22 percent.
Mornings, ABC affiliate KVUE remains tops at 4:30 a.m., 5 a.m. and 6 a.m. It’s also home to the No. 1-rated network morning show, “Good Morning America.”
Fox-owned KTBC had the first place local newscast at 7 a.m. and 8 a.m., where, for the very first time, it went up against a newly launched two-hour newscast on CW affiliate KNVA.
Even though it ranked behind KTBC, KNVA still managed to more than double the ratings of the religious and children’s programs the newscast replaced.
Two other new morning newscasts, KTBC’s “Good Day Austin Saturday” and “Good Day Austin Sunday,” also did much, much better than the programming they replaced.
The 6 a.m. and 7 a.m. hours of “Good Day Austin Saturday” grew their respective time slots by 300 percent, while the 6 a.m. hour of “Good Day Austin Sunday” jumped 200 percent and the 7 a.m. hour rose by 300 percent.
Middays, a time period KVUE has dominated for years, were especially competitive in November, with the ABC station beating KXAN by the slimmest of margins.
At 5 p.m. and 6 p.m., KXAN continued its winning ways, besting KVUE. The margins of victory were among the largest in the station’s history, according to Eric Lassberg, president and general manager of KXAN and sister stations KBVO and KNVA.
“We’re incredibly thankful to our viewers for their growing loyalty with KXAN, helping us grow audience in every weekday newscast time period and again making us No. 1 at 5 p.m. and 6 p.m.,” he said. “Our journalists focus every day on providing valuable and interesting in-depth local coverage, as well as local investigations that get results and answers for the community, so it’s exciting to see viewers’ positive response.”
KTBC was the runaway winner at 9 p.m., handily beating the KXAN-produced news on KNVA by a margin of more than 3-to-1.
KVUE, meanwhile, has bragging rights at 10 p.m., where “KVUE News Nightbeat” is Austin’s most-watched newscast, regardless of time slot.
“We take our commitment to the community very seriously and pledge to continue our work on behalf of our viewers,” KVUE president and general manager Patti C. Smith said. “The KVUE staff works to provide our community with enlightening investigations and weather coverage during times of great concern, as well as aiding our community in a variety of public service projects.
“It’s our hope that our viewers find our work meaningful, as they have during this most recent ratings period. That said, it’s important to note that our commitment doesn’t begin or end with these ratings periods. At KVUE, we have an ongoing commitment to our community and we’re proud to serve our viewers in this regard.”
More detailed demographic data, including ratings in the advertiser-coveted 25-54 age group, will be available later this month.
November Nielsen ratings
Each ratings point equals 7,334 Central Texas households. The first number is ratings points, the second is share (the percentage of in-use TV sets tuned to a particular channel) and the third is total households.
- KVUE: 1.3 / 9.8 / 9,534
- KXAN: .9 / 7.2 / 6,600
- KTBC: .5 / 3.8 / 3,667
- KVUE: 1.9 / 11.5 / 13,934
- KXAN: 1.4 / 8.6 / 10,267
- KTBC: .8 / 5 / 5,867
- KEYE: .4 / 2.4 / 2,934
- KVUE: 3.7 / 15.4 / 27,136
- KXAN: 3.1 / 12.9 / 22,735
- KTBC: 1.7 / 7.2 / 12,468
- KEYE: 1.2 / 5 / 8,800
- KTBC: 2.1 / 7.4 / 15,401
- KNVA: .4 / 1.5 / 2,934
- KTBC: 1.8 / 6.5 / 13,201
- KTBC: 1.4 / 5.4 / 10,268
- KVUE: 1.9 / 7.1 / 13,934
- KXAN: 1.9 / 7 / 13,934
- KTBC: .9 / 3.4 / 6,601
- KXAN: 5.9 / 13.8 / 43,271
- KVUE: 4.2 / 10 / 30,803
- KTBC: 2.3 / 5.2 / 16,868
- KEYE: 1 / 2.4 / 7,334
- KXAN: 6.2 / 12.6 / 45,471
- KVUE: 4.8 / 9.8 / 35,203
- KEYE: 2.2 / 4.5 / 16,135
- KTBC: 3.1 / 5.6 / 22,735
- KNVA: .8 / 1.4 / 5,867
- KVUE: 6.6 / 13.9 / 48,404
- KXAN: 4 / 8.5 / 29,336
- KEYE: 3.6 / 7.7 / 26,402