Univision’s KMEX-TV Up 50% – A18-49 In Prime.

Univision flagship station KMEX-TV/Channel 34 posted significant ratings increases in the recently concluded November 2004 Sweeps, particularly for its Primetime line-up, according to Nielsen’s NHSI Hispanic ratings for Los Angeles. In a market of six Spanish-language broadcasters, KMEX-TV continues to be the ratings leader by a wide margin in virtually all dayparts and among all demographics. (KMEX-TV’s sister station, TeleFutura flagship station KFTR-TV, again ranked second in average audience, with higher demographic ratings than Telemundo affiliate KVEA-TV, Azteca affiliate KAZA-TV, and independent stations KWHY-TV and KRCA-TV.)

All three of KMEX-TV’s primetime novelas posted sizeable ratings increases from their November 2003 time period averages. Univision’s 9:00 p.m. novela, “Amor Real” led with an average 16.1 rating among the primary demographic of Adults 18-49, with ratings growth of 36%. “Rubi” averaged a 15.9 Adults 18-49 rating at 8:00 p.m. (+94%) — nearly doubling its November 2003 time period average of an 8.2 rating. “Mujer de Madera” averaged a 9.9 rating at 7:00 p.m. (+43%). On average, the ratings for KMEX-TV’s primetime novela line-up were up +50% among Adults 18-49, with corresponding increases among Adults 18-34 (+54%) and Adults 24-54 (+35%).

KMEX-TV also posted strong ratings and audience increases for its 10:00 to 11:00 p.m. weekday variety block, particularly for its US-based Univision productions. “Cristina” led with an average 13.8 rating among Adults 18-49 (+57% from its November 2003 average), followed by Univision’s newest primetime entry, “Niurka and Bobby” with an average 12.9 rating (+43%) and “Don Francisco Presenta” with an average 11.5 rating (+7%). On the weekends, KMEX-TV’s average ratings for Univision’s primetime line-up were up +26%, led by a 35% increase for “Sabado Gigante,” the longest running series in television history.

Despite increased competition from additional Spanish-language broadcasters in L.A., KMEX-TV’s average primetime ratings among Adults 18-49 were its highest in over four and a half years (since March 2000.)