Super StarsDFW stations gearing up for first Super Bowl 5/03/2010 12:01:00 AM Eastern
With a new roofed mega-stadium, Dallas will host its first-ever Super
Bowl in 2011, and planning is well underway in the Cowboyscrazed
market. Fox has the big game next February, but Super Bowl XLV—and all its ancillary attractions—is
seen as a boon for just about every business
concern in the Dallas-Fort Worth area. “It’s truly
a regional project,” says KXAS President/General
Manager Tom Ehlmann. “The Super Bowl
brings a lot of positive things to the market.”
The stations in DMA No. 5 bring a lot of
positive things, too. Network-owned duopolies
abound: CBS-owned KTVT and independent
KTXA, NBC O&O KXAS and Telemundo outlet
KXTX, and Fox’s KDFW and MyNetworkTV affiliate KDFI. KXAS had a huge February sweeps,
with help from the Olympics; it won total day
household ratings and primetime, a very close
morning race and early evening news. Belo’s
ABC affiliate WFAA, however, took late news
with its 6.3 household rating/10.5 share.
Rounding out the lineup are Tribune’s CW
affiliate KDAF and Univision’s KUVN. The latter
added local music show Kalle TV last July.
Ratings are a dogfight. “A tenth of a point can
separate first from second in this market,” says
KTVT-KTXA President/General Manager Gary
Schneider. “Nothing is ever automatic.”
Dallas-Fort Worth is home to American Airlines,
Exxon and AT&T, among others. George
W. Bush keeps a low profile in the Dallas suburbs
while working on his memoirs.
Stations are clawing for ratings points. WFAA
enjoys a downtown studio for some newscasts
and has signed up 63,000 users for an iPhone
app. KXAS debuts The Nate Berkus Show this fall.
KTVT tapped Adrienne Roark to run news.
KDFW, meanwhile, moved its morning news
up to 4:30 April 5. “In these big markets, people
get up early to get to work,” says VP/General
Manager Kathy Saunders.
Lackluster content doesn’t fly in Dallas-Fort
Worth. “There’s a lot of noise in the market,”
says WFAA President/General Manager Mike
Devlin of the local news sources. “It’s extraordinarily
competitive, and everybody here does a
real solid job.”