KMEX-TV Scores Highest Rating On Tournament Of Roses Parade.

Univision 34 KMEX-TV’s live and uninterrupted coverage of the 116th Tournament of Roses Parade posted the station’s highest ratings ever for the Parade, and was the clear favorite among L.A.’s Hispanic population, according to Nielsen’s NHSI Hispanic ratings.

KMEX-TV’s Rose Parade coverage scored a huge 21.4 NHSI household rating in Los Angeles, and averaged 60% of all Hispanic households viewing the event live from Pasadena. KMEX-TV’s ratings for the 2005 Rose Parade were 40% higher than last year’s 15.3 rating, and the station’s best number ever, topping a 20.0 household rating in 1998.

The average Hispanic household audience for the Parade on KMEX-TV was over seven times higher than the competing Spanish-language broadcast on KWHY-TV, which averaged a 3.0 NHSI household rating (down 25% from last year’s 4.0 rating).

KMEX-TV supported its broadcast of the 2005 Rose Parade with extensive coverage of the first-ever marching band from Central America to participate in the Parade. The youth band, comprised of the top 220 musicians from Conservatorio de las Artes in Cartago, Costa Rica., and nicknamed Nuestros Angeles de las Americas, was invited by the Tournament but needed the financial support of the community to make the long trip to Pasadena. KMEX-TV helped raise funds by airing stories on the band on its Emmy award winning newscasts at 5:00 a.m., 6:00 a.m., 6:00 p.m. and 11:00 p.m.