Spinning The Ratings in Seattle

When it comes to ratings, every station loves to spin the numbers.

KING in Seattle posted a story about the May book and they talked about how well they did in the demos.

“KING 5 dominated ratings in the Seattle-Tacoma market during the May sweeps period, growing its adult 25-54 local share more than any other broadcaster in the market. “We couldn’t be prouder of the work our team produces on a daily basis” said Jim Rose, KING 5 president and general manager. “The results show what we know to be true every day of the year – that audiences turn to KING 5 journalists for the news and information that matters to them.””

You can tell when they didn’t win a time slot, they focus on growth, but don’t mention who was first.

“KING 5 Mornings at 6 a.m. was #1 with both adults 25-54 and women 25-54, while KING 5 Mornings at 4:30 and 5 a.m. grew its share of the adult 25-54 audience. KING 5 Mornings on KONG from 7-9 a.m. grew its share of adults 25-54, too, as viewers looked to find continuing local coverage in the morning. In the early evening from 4-7:30 p.m., KING 5 News reached more adult 25-54 news viewers than any other broadcaster. KING 5 grew its audience share across all evening newscasts from 4-7:30 p.m. with #1 finishes at 5, 6:30 and 7 p.m.”

What is also interesting, is that this time KING never mentions households in their story. That is something the station used to crow about in the past.

It’s not about how well you do in the ratings, it’s just how well you can spin the numbers when the book ends.

You just gots to love TV news.