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KATV is no. 1 in Little Rock: Arbitron ratings show Channel 7 has significant lead in market.

KATV-TV, CHANNEL 7, again is the No. 1 television station in Little Rock, according to the most recent Arbitron Co. ratings.

The Arbitron ratings, covering the period Oct. 28-Nov. 24, show KATV with a significant advantage from sign-on to sign-off. The station has a rating of 8 and a share of 27 for all viewers 18 years and older.

A rating of 8 means that 8 percent of the 450,800 households in the 36-county area of dominant influence watched KATV. A share of 27 means that 27 percent of the households with their televisions turned on were watching KATV. Sign-on to sign-off covers the full week, 6 a.m.-2 a.m. daily.

58th-Largest Market

Little Rock's 36-county area of dominant influence is the 58th-largest market in the country.

KARK-TV, Channel 4, is second with a rating of 6 and a share of 22. KTHV-TV, Channel 11, is third with a rating of 6 and a share of 19.

"We've been No. 1 in November every year since 1989," says Leigh Wilson Graham, KATV's director of research and client services. "You may have a July book where we didn't do quite as well, but essentially since 1989, we've been No. 1, from sign-on to sign-off and for the weekday newscasts."

KARK led the market for several time periods before 1989, Graham says.

KATV also leads with its 5 p.m. weekday newscast, and at 6 p.m. and 10 p.m. KARK is second for those three time slots and KTHV is third. KTHV does not air a newscast at 5 p.m.

On the weekends, the only newscasts that compete directly on all three stations are at 10 p.m.

At 10 p.m. on Saturday, KARK leads with a 15 rating and a 36 share. KATV is second with a 14 rating and a 33 share. KTHV is third with a 5 rating and an 11 share.

At 10 p.m. on Sunday, KATV leads with a 17 rating and a 35 share. KARK is second with a 16 rating and a 34 share. KTHV is third with an 8 rating and a 16 share.

"ABC World News Tonight" with Peter Jennings, shown on KATV, leads the national news in the Little Rock market with an 18 rating and a 33 share. "NBC Nightly News" with Tom Brokaw, on KARK, is second with a 15 rating and a 28 share. "CBS Evening News" with Dan Rather, on KTHV, is third with a 7 rating and a 13 share.

The November rating period included election night when former Arkansas Gov. Bill Clinton was elected president.

KATV was the leader in election night coverage with a rating of 20 and a share of 32. KARK was second with a rating of 11 and a share of 17. KTHV was third with a rating of 10 and a share of 16.

KFSM Leads Fort Smith

KFSM-TV, the CBS affiliate, leads the Fort Smith-Fayeteville market with a 7 rating and a 24 share.

KAIT-TV, the ABC affiliate, leads the Jonesboro market with a 14 rating and a 41 share. KAIT is the only commercial station in the Jonesboro area, although Little Rock and Memphis, Tenn., stations are available on cable. The figures for KAIT and Jonesboro are Nielsen ratings.

In the El Dorado market, KNOE-TV of Monroe, La., leads with a 13 rating and a 39 share.

In the Little Rock market, Arbitron sends out diaries to 1,200 households to record television viewing, Graham says. Arbitron normally gets about a 60 percent response, so the ratings are based on 700-800 diaries.

For a four-week rating period, 1,200 different households are contacted each week, she says.

Arbitron has four rating periods a year: February, May, July and November.
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Title Annotation:KATV television station, Little Rock, Arkansas; Arbitron Co.
Author:Smith, David (American novelist)
Publication:Arkansas Business
Article Type:Industry Overview
Date:Jan 25, 1993
Previous Article:The continental divide.
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