KING 5 News – The Clear Market Leader in Western Washington


by KING 5

Posted on March 4, 2011 at 4:41 PM

March 4, 2011
CONTACT: Dan Williams, Director of Research   
(206) 448-5555

Number One at 5:00A, 6:00A, 12:00P, 5:00P, 6:30P, 11:00P  

Seattle, WA – KING 5 News is the runaway market leader from sign on to sign off and in all news dayparts for the February sweeps in the much coveted adults 25-54 demographic.

 KING 5 News at 5:00 AM and KING 5 News on KONG, 7:00-9:00AM, have increased ratings 33% compared to November 2010. The Nielsen share of KING 5’s News at 5:00P grew by 9% while KOMO 4 (-10% share) and KIRO 7 (-13% share) suffered declines in adults 25-54.  The same is true for KING 5 News at 11:00P, with a 13% surge in share from November while KOMO (-13% share) and KIRO (-22% share) had weaker numbers than the November book.     

“It’s no secret. Our goal every day is to produce the smartest and most relevant news, weather and information in the Northwest”, said Mark Ginther, Executive News Director, KING 5. “It’s gratifying to see the results of the February sweeps and we’re honored that viewers choose KING 5 as their news source, both on air and online.”

Major news stories for KING 5 in February include the frigid temperatures, ice and snow blanketing Western Washington, the murder of a Monroe corrections officer, KING 5 Investigators looking into the state ferry system and abuse of the state food stamp program, in-depth coverage of the ten year anniversaries of the Nisqually earthquake and the Pioneer Square Mardi Gras riots, and the controversial shooting of John T. Williams by a Seattle police officer. 

KING 5 was the first station to report that Boeing won the Air Force fueling tanker bid, and the first station to interview the man at the center of the Seattle Public Schools financial scandal.

Here are some of the time periods where K5 finished in first among adults 25-54:

Days                         Program                       Time                    Rating        Share           Note
M-F 4:30A                KING 5 @ 4:30A            4:30-5:00 A          0.8               9                   Tie for 1st  
M-F 5:00A                KING 5 Early Morning  5:00-6:00 A          1.6               15
M-F 6:00A                KING 5 Morning News 6:00-7:00 A          2.2               20
M-F 12-1P                KING 5 @ Noon             12:00-1:00 P        1.0               7                   Tie for 1st  
M-F 5:00P                KING 5 News @ 5P       5:00-6:00 P          2.8               12
M-F 6:30P                KING 5 News @ 6:30P 6:30-7:00 P          3.1               11
M-F 11:00P              KING 5 News @ 11P     11:00-11:30P       2.2               9
M-Sun 11:00P          KING5 News @ 11P      11:00-11:30P       2.1               8
Sign On/Sign Off      Sign On/Sign Off           6:00A-2:00 A        1.5               7                   Tie for 1st  

KING 5’s Evening Magazine tied for second in access with adults 25-54 and women 25-54. Evening’s February highlights included Makeover Monday, Talent Tuesday, the Justin Bieber phenomenon, the Northwest barista championships and trips to San Diego and the Mexican Riviera. New Day Northwest produced their first live show in February, incorporating news and winter weather updates. February guests included violinist David Garrett, Ron Reagan, Evan Lysacek and Greg Louganis and Russell Simmons. 
About Belo
KING 5 is part of Belo Corp (BLC), one of the nation’s largest pure-play, publicly-traded television companies that owns and operates 20 television stations (nine in the top 25 markets) and their associated Web sites.  Belo stations, which include affiliations with ABC, CBS, NBC, FOX, CW and MyNetwork TV, reach more than 14 percent of U.S. television households in 15 highly-attractive markets.  Belo stations rank first or second in nearly all of their local markets. Additional information is available at