Decline In News Ratings For LDS-Owned KSL Channel 5 In Salt Lake Not Attributable To KSL's Coverage Of Mormon News

On March 3rd, 2013, the Salt Lake Tribune reports that the Neilsen ratings for KSL Channel 5 in Salt Lake City, owned by Deseret Management Corporation of the Church of Jesus Christ of Latter-day Saints, have continuously declined since November 2010. At that time, KSL was tied with KUTV Channel 2 with a 10.5 share. The latest ratings as of February 2013 show KUTV with a 12.3 share and KSL with only a 5.8 share. The significance of this is that in Salt Lake City, a gain or loss of one ratings point can mean a fluctuation of as much as $1 million in advertising revenue over the course of a year.

However, a theory suggesting that the decline in KSL’s news ratings is attributable to the station’s emphasis on Mormon news does not hold up under scrutiny. The Tribune separately reports that in a recent five-day analysis of late-night newscasts from February 18-22, there was no marked difference in the way KSL, KUTV or KSTU (channel 13) handled the story of a former LDS missionary charged with rape (KTVX Channel 4 did not cover the story), nor was there much difference in the way the four stations handled the story of the church increasing the number of missions. Furthermore, since Utah remains predominantly Mormon, emphasis on Mormon news is likely to garner higher ratings.

The fickle finger of blame is being pointed at Mark Willes, a nephew of former LDS President Gordon B. Hinckley, who accepted a call in 2009 from the LDS First Presidency to take charge of Deseret Management Corp., putting him in charge of KSL and the church’s other media properties. However, Willes was egostistical and wanted to stamp his own personal imprimatur upon the operation. So he scuttled KSL's traditional hard-news approach favored by President Hinckley, which had garnered huge audiences for KSL, burnished the stature of the church and earned it big profits, and substituted a softer, more sappy "values-based growth strategy" (what I call the Katie Couric Syndrome). But KSL's ratings held until November 2010, when they began to consistently decline. Finally, after some embarrassing ratings were released in February 2012, Willes was dismissed from his post in April. Nevertheless, the slide in ratings continues, so it can't all be blamed on Willes.

In the comments to the Tribune stories, KSL anchorwoman Nadine Wimmer attracts some criticism, although nobody provides specifics. There is criticism directed at other new personalities who are perceived as unprofessional and sophomoric; the station lost two experienced reporters in Dick Nourse and Bruce Lindsay. Some also suggest the decline in news ratings may also be a reaction to KSL's refusal to air certain NBC network entertainment programs. Some of the commenters indicate that they think KSL is too heavy on Mormon news. This may become a problem as the Salt Lake metro area continues to become less Mormon.