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

Published March 28, 2012 11:18 am

This is an archived article that was published on sltrib.com in 2012, and information in the article may be outdated. It is provided only for personal research purposes and may not be reprinted.

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.

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.