Prime Time TV In Los Angeles Is All About Betty ….. But KVEA Has More Than La Fea.

Telemundo’s hit prime time novela, Betty la Fea, is on fire and aided the L.A. Telemundo O&O to make dramatic in-roads against the competition, but KVEA-TV proves that Betty isn’t the only hit in its arsenal.

True, Betty has been a performer who has yet to show any signs of weakening at all. In the most recent demographic data results (the January survey released last week just as the February household results completed), Betty almost tripled KVEA’s ratings for the same time period this time last year.

Telemundo’s 9pm and 10pm novelas have gained ground also. Colombian novela Por Que Diablos? airs at 9pm and Brazilian import Terra Nostra airs at 10pm. Both brought last year’s ratings and share up dramatically.

Weekend prime time on KVEA shows just as much, if not more, impressive growth. A new Saturday night line-up of two movies, at 7pm and 9pm, head-to-head against Univision’s Sabado Gigante, made even more dramatic growth, evening beating Don Francisco in the nation’s largest Hispanic market.

Sunday night blockbuster Cinemundo Premiere at 9pm picked up a huge audience, coming in at #1 in the time period in each of the demos.

KVEA’s total week prime time ratings and shares have climbed to new levels, and continue a trend that began in mid-1999. KVEA gained 7 share points to a 27 share of persons 18-49, a 25 share of women 18-49 (up an incredible 11 share points against Univision’s strongest demo) and a groundbreaking 30 share of men 18-49 (up 9 share points over last year).

As KVEA’s share of the viewing climbs, at least one other competitor must lose share (the share is a percentage of the total viewing audience to Spanish TV). The January results show that KVEA drained the strongest audiences of the two competitors. KMEX, typically a decidedly female-skewing station, lost a sizable portion of its female loyalties to KVEA. KWHY skews to males, which turned in droves to KVEA. KVEA’s programming tends to have a more balanced share of both males and females, much more so than either of the two competitors.

Even better news is that the February household ratings for KVEA are stronger than those of January, almost across the board, and the station is anticipating even more dramatic growth, including each of the programs listed above as well as the World Cup Qualifying match of Mexico vs USA which aired on the last day of the survey. That match, running 4:30p – 6:30p received a 22.9 TV household rating and a 68 share. It is the 3rd highest rated program aired on KVEA since NHSI began in October ’92. Also on the “KVEA TOP 10” of highest rated programs, was an airing of the movie Anaconda starring Jennifer Lopez, on Sunday, February 18th. That movie received a 21.4 TV household rating and a 58 share and was the highest rated program in all Spanish TV that weekend, out delivering every Univision program on Saturday and Sunday, February 17th and 18th.

Los Angeles February demographic data is to be released in early April.

All demo ratings cited are LA NHSI, Jan’01 and Jan’00. Share of viewing is the share among all broadcast Spanish TV stations.

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