KELO-TV posts the Nielsen ratings for local news programs in February 2015 to show its dominance of KSFY and KDLT:
|News Program||Households Reached|
|1. KELOLAND News at 10 (M-F)||48,300|
|2. KELOLAND News at 6 (M-F)||48,000|
|3. KELOLAND News at 10 (Sunday)||39,400|
|4. KELOLAND News at 10 (Saturday)||35,200|
|5. KELOLAND News at 5 (M-F)||35,100|
|6. Midday in KELOLAND (M-F)||31,500|
|7. KELOLAND News at 6 (Saturday)||24,800|
|8. KSFY 6 pm news||22,400|
|9. Inside KELOLAND||21,500|
|10. KELOLAND This Morning (Sunday)||19,400|
Given that there are about 323,000 households in South Dakota, you candidates buying airtime on the Big News at Ten are reaching only 15% of South Dakota households. Expand your buy to include KSFY and mostly ignored KDLT, and you reach just about a quarter of South Dakota.*
KELO says it has led the news market since it began broadcasting in 1953. I’m curious: what goes into 62 years of market dominance (hint: it’s not synergy with network success, since CBS News has been trailing NBC’s and ABC’s evening products for several years). And recognizing that nothing is permanent, what would it take for an enterprising news manager to draw more eyeballs to a different TV news channel?
*Update 2015.04.03 18:14 CDT: The KELO newsroom sends me a clarification on these ratings. The numbers above look only at the Sioux Falls Designated Market Area rating numbers. They do not include Rapid City. The 10 p.m. news reaches 18% of Sioux Falls-area households and 43% of the households in that area watching television.