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Scott D. Pierce
Scott D. Pierce writes about television for the Salt Lake Tribune. Vice president of the Television Critics Associationn, he's covered TV in Utah since 1990.

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February sweeps demos are in, and KSTU takes over second place among viewers 25-54

We've got the demographics from the February sweeps, and the late-news results look rather different from the household numbers.

KUTV-Channel 2 - which had a huge lead in households - also leads among viewers 18-49 and 25-54. But KSL-Channel 5 fell to third place behind KSTU-Channel 13 in the 25-54 demo, and barely held on to second in the 18-49 demo.

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While this doesn't matter to viewers, it's huge for the stations. They sell advertising based on demographics, not households, so a win in demos is all-important.

Here's a look at how those numbers turned out for the Monday-Friday late-news ratings in February 2012:

Viewers 18-49

• KUTV-Ch. 2 - 3.3

• KSL-Ch. 5 - 3.1

• KSTU-Ch. 13 -3.0

• KTVX-Ch. 4 - .9

Compared to February 2011, Ch. 2 was down 1.1 rating points; Ch. 5 was down 1.2; Ch. 13 was unchanged; and Ch. 4 was down 0.8.

Viewers 25-54

• KUTV-Ch. 2 - 5.5

• KSTU-Ch. 13 - 4.4

• KSL-Ch. 5 - 4.2

• KTVX-Ch. 4 - 1.2

Compared to February 2011, Ch. 2 was down 0.2; Ch. 13 was up 0.2; Ch. 5 was down 1.2; and Ch. 4 was down 0.6.

These comparisons are for the weekday 9 p.m. newscast on Channel 13 and the weekday 10 p.m. newscasts on Channel 2, 4 and 5.

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