KMOX-TV led the ratings in St. Louis for most of the period from the late 1960s to the early 1980s, as was common with most of its CBS-owned sister stations. From the early 1980s until recently, KMOX-TV/KMOV was a solid, if distant, runner-up to KSDK. However until the mid-1990s, the station had to fend off spirited competition from KTVI. Although KMOV's newscasts were critically favored, they were rarely rewarded with a ratings win over long-dominant KSDK, with the 10 p.m. newscast regularly winning at least a 20% share in viewership, while KSDK averaged about a 30% share. KMOV has seen significant ratings growth since 2004, and beat KSDK at 10 p.m. both during the November 2004 sweeps period – the first time in over a quarter-century that KSDK did not place first in any timeslot – and during the May and November 2006 sweeps periods; it also became the most-watched late evening newscast in the United States during the latter period. Most of the ratings growth at 10 p.m. was attributed to CBS' prime time ratings increases and NBC's large drop in viewership. However, KMOV also saw growth in all of its other newscast timeslots, even where the station does not benefit from a strong CBS lead-in. Starting in late 2013, KMOV started to dominate the news ratings in most newscasts, winning the noon, 5:00, 6:00 and 10:00 p.m. time slots, while KSDK plummeted to third place at 5:00 and 6:00 p.m. for the first time in that station's history. Despite the firing of longtime anchor Larry Conners by the station in May 2013, KMOV has placed first among the market's 10:00 p.m. newscast in every demographic every month since that time.