KNBC golden with Olympics

L.A.'s Peacock feathers nest with coverage

Thanks to NBC’s Winter Olympics coverage, the Peacock’s Los Angeles station, KNBC, put the freeze on Spanish-lingo station KMEX — the city’s usual demo leader — during the February ratings sweep.

Reminiscent of the Games’ controversial Russian-Canadian ice-skating flap, KNBC and KMEX took gold medals, tying at 6 p.m. in news’ key adults 25-54 and women 25-54 demo brackets, scoring in those categories a 2.7 and 3.3, respectively.

Yet KMEX fell 31% in adults 25-54 and 27% in women 25-54 from where it was in Olympic-free February 2001. KNBC, in contrast, held steady in adults 25-54, rising 3% in women 25-54.

It was the same story at 5 p.m. KNBC (2.2, up 5%) and KMEX (2.2, down 12%) shared the adults 25-54 crown, with KNBC finishing the race with reason to be upbeat.

However, KMEX certainly had company last month, with other stations posting across-the-board losses in many races. The Games, airing on MSNBC during the day and on NBC in primetime, was a likely culprit.

February’s overall household ratings champ at 4, 5 and 6 p.m., KABC, moved to third place from second last year at 5 and 6 p.m. in adults 25-54 (1.9, down 27%) and women 25-54 (2.3, down 23%).

Kingly KNBC

From sign-on to sign-off (Monday-Sunday 6 a.m.-2 a.m.), KNBC trumped all (3.0, up 58%) in adults 18-49. Up 24% from last year, KTTV (2.1) placed second in that bracket. KMEX (1.7, down 32%) and KABC (1.6, down 6%) trailed.

KNBC also showed Olympic-size strength in primetime, rising 89% from last year to an 8.9 in adults 18-49. Most others, including KTTV (5.1, down 7%), KMEX (3.8, down 30%), KABC (3.1, down 23%) and KTLA (2.8, down 10%) were far behind and off track from year-ago marks.

Further flexing its muscle, KNBC laid claim to six demographic categories with its 11 p.m. newscast (which directly followed the Games). It also displayed double-digit gains for all demos, including adults 18-49 (4.6, up 39%) and adults 25-54 (6.1, up 36%).

In the adult 18-49 demo for the afternoon, the wins were more spread out.

Talker “Laura” on L.A. Spanish-lingo station KVEA (2.1, down 28%) beat out KMEX yakker “Gordo Y” (2.0, flat) for first at 4. Runners-up were KABC (1.7, down 11%) and KNBC (0.9, down 18%).

At 6 p.m., KTTV rocketed up 150% to a first-place 4.5 in adults 18-49 with reruns of “The Simpsons” (“3rd Rock From the Sun” ran in the slot last year in the time period). Runners-up were KMEX’s infocast (2.9, down 29%), KCOP’s dating strip “Blind Date” (2.2, down 31%) and KTLA’s off-net strip “Everybody Loves Raymond” (2.0, flat).

Many stations could crow about their largely improved breakfastcast results. At 6 a.m., after blue-ribbon KNBC (2.2, up 10% in adults 25-54), came KTLA (2.0, up 25%), KTTV (1.9, up 58%) and KABC (1.7, up 21%). KMEX was No. 1 in adults 18-49 (1.7, up 21%) in the hour.

Morning battle

At 7 a.m., KNBC’s the “Today” show swept the adults 18-49 (1.7, up 42%) and adults 25-54 (2.1, up 24%) title belts. Rounding out the pack were KTTV’s morningcast (1.6, down 11% in both adults 18-49 and 25-54) and KTLA’s ayem show (1.5, down 17% in adults 18-49; 1.8, down 22% in adults 25-54).

While still well out of contention, KCBS’ “Early Show” perked up significantly in adults 25-54 (0.4, up 100%).

Going head to head with the Games, 10 p.m. newscasts largely faltered. KCOP was one of the few to spike in adults 18-49 (1.5, up 15%) and adults 25-54 (1.2, up 9%).

Also of note, in its first February sweeps, KTTV’s 10 a.m. “Good Day Live” extension soared 100% over what “Power of Attorney” was doing this time last year in adults 18-49 (0.8 vs. 0.4).

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