Network affiliates can find good news in Nielsen ratings

The May Nielsen ratings for Honolulu TV gave each network-affiliated station something to be happy about.

KHON issued a statement touting itself as the "undisputed news leader in all local and world newscasts," while the Hawaii News Now ratings, taken together from KGMB-TV and KHNL-TV, surpass KHON’s ratings as a stand-alone station.

KITV’s ratings grew for six of its weekly newscasts compared with the May 2009 Nielsens, and in prime-time programming, ABC’s "Lost" finale on May 23 was the top-rated program.

KHON’s Joe Moore had the highest numbers at 10 p.m.

"We’re No. 1 at 10 for three books (November, February and May surveys) in a row, and I’m excited to be back in that position," said Joe McNamara, KHON president and general manager.

However, the combined 10 p.m. ratings of Hawaii News Now, anchored by Keahi Tucker and Stephanie Lum, broadcast on both KGMB and KHNL, surpass those of KHON.

Hawaii News Now is a single newscast that is sometimes available on two stations, said Rick Blangiardi, general manager of Hawaii News Now. No matter which station the viewers are watching, viewership totals are what matters, he said. "I’m pleased about where we are, seven months into it," he said of the shared-services agreement that consolidated KGMB, KHNL and KFVE-TV, which also airs Hawaii News Now.

All the stations dipped in the year-over-year ratings in some time slots, by varying amounts. KHON was down in two, KITV was down in three, KHNL dipped in four and KGMB in six.

KITV’s hourlong newscast at 10 p.m., anchored by Paula Akana and Lara Yamada, is growing in the ratings and has far surpassed the 2-rating, 7-share earned by syndicated "Seinfeld" episodes that aired in the time period a year ago.

KITV’s 6 p.m. Saturday newscast, anchored by Pamela Young and started May 1, goes head to head against KHON. While it stole no viewers from KHON, "we added more rating points to the news audience … and (won) the weekends at 5 o’clock," said Mike Rosenberg, KITV’s president and general manager. "I’m really happy with the whole book."

The morning newscasts at KHON, KITV and Hawaii News Now "basically tie" from 5 to 6 a.m., said Rosenberg, while Blangiardi said Hawaii News Now’s morning show "won every half-hour."

Morning news is a growth area industrywide. Hawaii News Now’s "Sunrise" will celebrate its third anniversary in the fall, and its top ratings indicate the stations have succeeded in "overcoming lots of viewing patterns and viewing habits," which is not easily done, Blangiardi said.

Viewers tend to tune in to the same station they were watching when they turned off the TV the night before, as they do with radio stations in their cars.

KHON’s McNamara, whose morning news was previously dominant, is inclined to make the station’s morning news "a little more content-focused, with a little less chitchat."

The early evening newscast battle remains "a horse race," McNamara said, "and it’s neck and neck."

WEEKDAY NEWSCASTS

Household rating/share for each of the stations during the May 2010 (April 29-May 26) rating period. KGMB and KHNL often air the same news at the same time, which enables the stations to combine the rating and share numbers for promotional purposes, but advertising for the newscasts is sold separately.