Univision leader in February Sweeps in Phoenix.

The growth of the Hispanic population continues to change the television landscape of Phoenix. The just released February 2007 Nielsen Station Index made Univision numero uno among Children, Teens, Adults 18-34 and Adults 35-49, regardless of language, over the Total Week. Univision 33 is the only station to rank #1 among all viewers under 50 years old since July 1996.

There has been much speculation on how young Hispanics choose to be entertained. Perhaps the best way to address this question is to look at what they are viewing. Univision broadcasted a Sunday afternoon movie, “Tonta Tonta, Pero No Tanto” (Silly, But Not So Silly), which had 273,000 Children and Teen viewers. Even Super Bowl XLI, which also aired in the February sweeps, only delivered 169,200 under 18 viewers. This may seem less surprising when you consider that Univision has been the most watched station overall with the Phoenix youth for the past 12 consecutive sweeps.

Adults 18-49 are the most important demographic in advertising, because more money is spent reaching this group than any other. In the February 2007 sweeps, Univision is #1 in Phoenix with this most prized of demos, averaging a 1.7 rating throughout the week, outdelivering “American Idol.” Univision has been #1 among Adults 18-49 in total weekly viewing for 13 of the past 15 consecutive sweeps.

Univision’s local 5 pm news, “Noticias 33”, is #1 among Adults 18-34, 18-49 and 25-54. With Adults 18-49, Univision scored a 3.0 rating, which nearly doubled the 1.6 second rated “Friends” on CW earned. Univision’s Daytime programming also tops the market in all major demographics, taking home a 1.3 rating among Adults 18-49. Second rated CW (0.6 rating) and third rated CBS (0.5) combined do not have the viewing that Univision delivers alone in Daytime. Univision also out delivers the market in Early Fringe in all major demographics.

Prime highlights include:

• “La Fea más Bella” (The Prettiest Ugly Girl) on Univision is the second highest rated regular program among Adults 18-34 and 18-49 on Tuesday and Wednesday 7pm-8pm, and beaten only by “American Idol.” On Wednesday, #2 rated “La Fea más Bella” earned a 5.4 rating among Adults 18-34 and a 4.5 rating with Adults 18-49. Univision’s “La Fea más Bella” also beat ABC’s English remake of the program, “Ugly Betty”, in ratings with under 18 year olds (5.3 vs 1.6 rating), Adults 18-34 (6.2 vs 3.8) and Adults 18-49 (5.4 vs 4.9) on Thursday’s 7 pm-8 pm.

• Hispanics enjoy their soccer and a match between the U.S. and Mexico topped Univision’s prime ratings with 199,000 total viewers and a 6.6 rating in Adults 18-49.

• Univision’s “Casos de la Vida Real” (Real Life Cases) on Friday 9:00 pm-10 pm is #1 in Phoenix ratings with Adults 18-34 (4.8 rating) and Adults 18-49 (4.1 rating), beating out “Law and Order” on NBC and “20/20” on ABC.
Total Weekly ratings are defined as M-Su 6A-2A;

Univision grew by +38% since November 2006 in total weekly ratings with Adults 18-34, going from a 1.3 to a 1.8 rating. In Adults 18-49, Univision added +21% more viewers, buoying from a 1.4 to a 1.7 rating. Even with Adults 25-54, Univision grew from a 1.4 to a 1.6. Correspondingly, Telemundo eroded viewers in all major demographics, struggling with less than a 0.3 rating among key Adult demos.