KVEA-TV/Telemundo LA continues To Improve.

KVEA-TV/Telemundo LA continues to improve its performance in the country’s top Hispanic media market, where viewing to Spanish TV is up, and so are the number of Spanish TV stations.

Continuing a trend that is over a year long, KVEA added ratings and shares in the recent NHSI May 2001 survey, strengthening its competitive stance against all Spanish rivals. That number of rivals has jumped, with Nielsen reporting 5 stations that broadcast a major portion of the weekday schedule in Spanish, and one new sign-on, which is not yet reported. KVEA’s increases began in the 3rd quarter of 1999 and have been consistent since, defying the erosion new competition could place on an existing station. As a matter of fact, viewing to Spanish TV is up in many time periods, mostly due to increased viewing to KVEA. Details include (all shares are NHSI TV households share of Spanish language broadcast television):

Sign-on/Sign-off (Mon-Sun 7a-1a)

KVEA’s total sign-on/sign-off rating is up 11% year-to-year, the largest amount of growth of the 3 major Spanish language stations.

Daytime News (Mon-Fri 1130a-12n)

KVEA’s new mid-day news, al Mediodia, is the #1 daytime Spanish language local news, with a 1.9 rating / 70 share of daytime Spanish TV news ratings, ahead of KRCA’s Noticias 62 at noon, which got a 0.8 rating.

Early Fringe (Mon-Fri 4p-6p)

Led by talk show Laura en America, up 32% over last May to her best survey ever (11.6 household rating), the early fringe block increased 34% in ratings for KVEA. Laura has such a large audience that her program is ranked as one of the highest rated in Nielsen’s NSI (general market) service (used by the English language stations to determine their viewership), where she outdelivers all other daytime talk shows, regardless of language, in most persons and female demos, including Oprah on KABC and Rosie O’Donnell on KNBC. Ocurrió Así at 5pm is up 39% year-to-year, to an 8.9 household rating, its best in any survey over the last year. Ocurrió Así’s ratings are up in the NSI service as well, where the show consistently outdelivers head-to-head news competition on the English language TV stations.

Early Local News (Mon-Fri 6p-630p, Mon-Fri 430p -5p for KWHY)

KVEA increases both its rating and share for its early local newscast over May’00. Ratings for early local news Noticiero Telemundo 52 (6p) are up 40% over last year, to a 6.7 household rating. In Nielsen’s NSI service, the newscast’s growing popularity is further validated, with a 20% gain in household ratings year-to-year, one of only two stations to show growth in the 6pm newscast, and the only Spanish station to do so.
Prime Time (Mon-Fri 7p-11p)

KVEA’s prime time line-up is up over the same period in the prior year for the 24th month in a row. May’s prime time rating is up 8% over May’00. KVEA’s 7p and 8p novelas, Amantes del Desierto and Betty la Fea led the increases in prime time. Betty ended in May, and averaged a 14.9 household rating. Amantes del Desierto at 7p averaged a 7.5 household rating, 74% higher than the time period last year. Terra Nostra at 10pm also performed well, with a 9.8 household rating and 28 share of viewing to broadcast Spanish TV. Finally, Telemundo premiered a new novela, Cara o Cruz, on May 21st at 9pm, which received the 3rd highest rated debut rating of all of KVEA’s novelas over the last 18 months.
Weekend Daytime (Sat-Sun 10a-7p)

Led by ratings gains in sports programs, KVEA shows the most growth in ratings and share over May’00 during weekend daytime. The station’s highest performer, The Mexican League Finals Match between Pachuca and Santos, ran in this time period and delivered a 19.2 household rating and 77 share of viewing to broadcast Spanish TV. That match ranks #23 in KVEA’s all-time top rated programs since NHSI began in late 1992. Also notable is KVEA’s Sunday morning local sports shows, America al Mundial and Marcador Final, 9a-10a, which command an average 71 share of viewing.
Saturday Prime (Sat 7p-11p)

Saturday night KVEA offers a very popular alternative to KMEX’s Sabado Gigante, with back-to-back Cinemundo Sabado’s. The time period is up 12% in household ratings as Sabado Gigante drops 1% year-to-year.

Sunday Prime (Sun 7p-11p)

A 7 share point gain year-to-year as KVEA’s ratings jump 30% (7.0 in May’00 to a 9.1 in May’01). The increases begin with the prime time lead-off program, Acción Extrema (7p), which got an 8.0 household rating and a 36 share of Spanish TV viewing. Los Beltrán (8p) is up 22% to a 7.3 household rating. Cinemundo Premiere, Telemundo’s blockbuster movie, ended the prime time block with a 10.2 household rating and a 30 share of Spanish TV viewing. The Billboard Latin Music Awards aired at 8pm on April 29th and received a 9.7 household rating, 33 share of Spanish TV viewing, up 37% over last year’s airing of the music special.

Weekend Local News (6p & 11p)

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Three of KVEA’s new weekend newscasts increased the ratings and shares over the time period offerings of last May. KMEX lost audience in three of their four weekend newscasts.

Sports Programs

KVEA owns 7 of the top 10 sports programs in Spanish TV during the May survey, leading the market in sports programming. Telemundo secured US rights to the Mexican League Soccer finals, which ranked as the top 2 sports programs in Los Angeles during May in NHSI. The popularity of Mexican soccer cannot be understated in the Los Angeles DMA. In Nielsen’s NSI service, KVEA’s Mexican National Soccer matches in February and March were the highest rated sports programs for their respective months among various male demos. Mexican soccer’s popularity in audience ratings outdelivers that of what is historically regarded as America’s favorite past-time, baseball. In LA, Mexican soccer is the hottest sports programming.

All ratings are Los Angeles Nielsen Hispanic Station Index, May 2001. All shares represent share of viewing to broadcast Spanish language television. All comparisons are to NHSI ratings/shares of May, 2000.