“Next with Kyle Clark” gen­er­ates more buzz than rat­ings for KUSA

The Denver Post - - LIFE & CULTURE - By Joanne Ostrow

While Den­ver legacy sta­tion KUSA re­mains the mar­ket king­pin, and KCNC is No. 2 in key news races, there is one rip­ple in the lat­est Nielsen rat­ings. Ac­cord­ing to the Novem­ber sweeps re­port,the de­but of “Next with Kyle Clark” at 6 p.m. on KUSA-Chan­nel 9, gen­er­ated more buzz than rat­ings.

The non­tra­di­tional “Next,” which de­buted in Au­gust — long on per­son­al­ity and com­men­tary — has lost ground com­pared to Chan­nel 9’s pre­vi­ous 6 p.m. news­cast (down 39 per­cent from 3.01 rat­ing to 1.84), but still ranks No. 1 at that hour. Is it pos­si­ble the in­no­va­tion has alien­ated view­ers who pre­fer a clas­sic news­cast?

“We’re happy with the con­tent,” 9News pres­i­dent and gen­eral man­ager Steve Carter said. “It’s do­ing very well on so­cial me­dia. We can’t worry about the rat­ings right away be­cause we’re try­ing some­thing dif­fer­ent.”

Speak­ing of KUSA’s ef­fort with “Next,” Holly Gauntt, vice pres­i­dent of news and dig­i­tal con­tent at KDVR, said, “I have to ap­plaud any sta­tion or com­pany in our in­dus­try that’s in­no­va­tive and try­ing new things. I have to ad­mit the huge (rat­ings) de­cline at 6 p.m. would con­cern me.”

KUSA is bet­ting on the strong en­gage­ment of the show’s view­ers on so­cial me­dia.

By con­trast, KCNC news direc­tor Tim Wieland noted his sta­tion’s au­di­ence growth at 5 and 6 p.m. “Our tagline is ‘This is the news,’ and we fo­cus on a hard

news broad­cast. That synchs very well with the kind of news­cast Scott Pel­ley is do­ing with the ‘CBS Evening News.’ We’ve seen sub­stan­tial gains in view­ers who want a se­ri­ous treat­ment of the news in our com­mu­nity and in the coun­try. It’s not a co­in­ci­dence we’re up 40 per­cent and Pel­ley is up 44 per­cent.”

At 6 p.m., KUSA drew a 1.8 rat­ing, 8 share; KCNC fol­lowed with a 1.1 rat­ing, 5 share, KMGH trailed with a 0.8 rat­ing, 3 share.

(For the Den­ver mar­ket, when mea­sur­ing adults 25-54, 1 rat­ing point equals 16,416 view­ers There are 1,637,380 homes in the mar­ket. Den­ver ranks as mar­ket No. 17. A rat­ings point rep­re­sents 1 per­cent of the to­tal num­ber of house­holds with tele­vi­sions; share is the per­cent­age of TV sets in use at a par­tic­u­lar time.)

De­spite the elec­tion-year gold­mine in po­lit­i­cal TV ad rev­enue, par­tic­u­larly in bat­tle­ground states like Colorado, the Den­ver mar­ket over­all is flat year-to-year in terms of lo­cal TV news con­sump­tion. (Va­ri­ety re­ported TV spend­ing was pro­jected to hit $4.4 bil­lion for the 2016 elec­tion cy­cle, up from $3.8 bil­lion in 2012.)

Who won Elec­tion Night? From 9 to 10 p.m., KUSA re­ported, “more view­ers tuned to 9News and NBC than all other news com­peti­tors com­bined.”

In the week­night 10 p.m. bat­tle, among the typ­i­cal news au­di­ence of 25- to 54year-olds, KUSA led with a 3.1 rat­ing, 10 share; KCNC was next with a 1.3 rat­ing, 4 share; closely fol­lowed by KMGH-Chan­nel 7 and KDVR-Chan­nel 31 tied with a 1.2 rat­ing, 4 share.

The Fox31 news­casts at 9, 9:30 and 10 p.m. showed im­pres­sive gains while com­peti­tors de­clined from a year ago. At 10 p.m., Fox31 was up 36 per­cent, Chan­nel 7 was up 19 per­cent, Chan­nel 4 was down 21 per­cent and Chan­nel 9 was down 18 per­cent com­pared to a year ear­lier.

KUSA con­tin­ued its dom­i­nance in the morn­ing, win­ning ev­ery news­cast (4:30, 5, 5:30 and 6 a.m.), and post­ing sig­nif­i­cant year-to-year in­creases at 5 a.m. (up 29 per­cent in rat­ing) and 5:30 a.m. (up 20 per­cent).

While other lo­cal out­lets suf­fered losses at 6 a.m., the only sta­tion to show an in­crease from 6 to 7 a.m. was KWGN’s “Day­break,” gain­ing 6 per­cent to fin­ish No. 2 to KUSA.

CBS af­fil­i­ate KCNC-Chan­nel 4 ben­e­fited from the net­work’s strong per­for­mance. In prime time, 15 of Den­ver view­ers’ most pop­u­lar shows — ex­clud­ing sports or news — are on CBS. “60 Min­utes” still tops the list, fol­lowed by: “The Big Bang The­ory”; “NCIS”; “Bull”; “Blue Bloods”; “NCIS-Los An­ge­les”; “Madam Sec­re­tary”; “NCIS-New Or­leans”; “NCISEn­core”; “This Is Us” on NBC; “Hawaii 5-0”; “Danc­ing with the Stars” on ABC 8-10 p.m.; “Great In­doors”; “The Voice” on NBC; “Mom”; “Danc­ing with the Stars” on ABC 7-9 p.m.; “Code Black”; “The Voice” on NBC Tues­day 7-8 p.m.; “Life in Pieces”; and a “Bull” en­core.

In late-night, Den­ver view­ers con­tin­ued to fa­vor Jimmy Fal­lon (NBC), who led with a 1.39 rat­ing. Stephen Col­bert (CBS) drew a 0.64 rat­ing, and Jimmy Kim­mel (ABC) man­aged a 0.42. All lost view­ers from 2015.

The sweeps mea­sure lo­cal TV rat­ings to set fu­ture ad­ver­tis­ing rates.

Pro­vided by KUSA

KUSA’s Kyle Clark and the non­tra­di­tional “Next,” which de­buted in Au­gust — long on per­son­al­ity and com­men­tary — has lost ground com­pared to Chan­nel 9’s pre­vi­ous 6 p.m. news­cast.

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