KFMB, the CBS affiliate in San Diego owned by Midwest Television, continues to be the highest rated news station in town, coming in first in every local newscast during the November, 2015 sweeps period. In all head-to-head news time periods, more homes were turned to KFMB than any other station in the San Diego television market, according […]
KFMB, the CBS affiliate in San Diego owned by Midwest Television, continues to be the highest rated news station in town, coming in first in every local newscast during the November, 2015 sweeps period.
In all head-to-head news time periods, more homes were turned to KFMB than any other station in the San Diego television market, according to KFMB.
“Last November was huge for us,” said Mike Stewart, KFMB’s creative services director, “so we didn’t see big gains this book since we were already so dominant.”
So what does Stewart think is the reason for the station’s performance?
“We don’t do contests. When sweeps happen, viewers don’t know it’s sweeps at our station, it’s just business as usual.”
According to Stewart, KFMB has been more or less the dominate news choice for San Diego for about five years.
“Last November was the first time in recent history that we won every single newscast.”
Stewart thinks the reason people are watching KFMB is its people and its serious approach to news.
“I think every newscast, we have the longest running anchor teams,” said Stewart.
“We’ve been more focused on the personalities,” said Stewart. “We realize that’s a big strength of ours is the people we have.”
In addition to their experience anchors, Stewart says the station’s approach to news content is key to its success.
“We kind of take the CBS approach of more real news, especially in the mornings.
“We don’t have a lot of the fluff and filler — no cooking, no make-overs, no bands coming in to play. It’s about giving viewers the basics: solid newscasts with on-air talent San Diegans love to watch.”
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