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March 29, 2007
More local TV news ratings


Continuing our examination of the demographic breakdown for local TV news during February sweeps, we now have the advertising-important 25-to-54 age numbers for the 5 and 10 p.m. newcasts. (See our previous posting for other time slots.)

The biggest surprise is Fox40's dominance of the late news. Fox40 (3.7 rating), led by anchors Donna Cordova (pictured) and Thomas Drayton, beat Channel 13 (2.9) at 10 p.m. And, compared to the 11 p.m. competitors, Fox40 bested Channel 3 (2.9).

Might Fox40's success in late news be due to the wildly popular "American Idol" lead-in on Tuesdays and Wednesdays? (On Wednesdays alone, "Idol's" rating in February was 17.2.) Hey, just askin'. That's not a knock on the fine folks at Fox40.

Meanwhile, at 5 p.m, Channel 3 won the 25-to-54 demographic, with a 3.9 rating - well ahead of second place News10 (1.1).

On another front, the morning news: An interesting ratings race is being waged in the same demographic. KCRA Reports still leads, but Channel 31's "Good Day Sacramento" seems to be closing the gap. At 5 a.m., Channel 3's lead was 1.7 to 1.6; at 6 a.m., the lead was 2.9 to 2.4.

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