Telemundo’s Primetime Ratings In LA Soar.
February 8, 2004
During the sweeps period, (February 5 – 25, 2004) Telemundo’s KVEA-TV 52 added more Hispanic viewers in Adults 18-49 than any other station in the Los Angeles market. KVEA’s primetime (M-F 7-11pm) grew an impressive 50% in ratings year-to-year and a staggering 40% from last February in Monday-Sunday prime.
Based in the largest Spanish language market in the country, KVEA’s tremendous growth in primetime is largely due to its new programming strategy. The network has shifted from buying its programming to developing the majority of it in-house. By targeting U.S. Hispanics and weaving topical issues into the storylines, Telemundo generated three hit novelas, which have resonated with the Los Angeles audience.
“The growth we’ve seen at KVEA over the past year has been phenomenal,” said Manuel Abud, Vice President and General Manager. “Record numbers of young US Hispanic viewers are tuning into primetime, proving that Telemundo’s original programming is a recipe for success in the key 18-49 demographic.”
At 7pm, ‘Pasión de Gavilanes,’ grew an enormous 81% year-to-year among Hispanic adults 18-49, from a 3.2 rating to a 5.8 rating. The 8pm romantic comedy ‘Amor Descarado’ registered an unprecedented 260% year-to-year growth among Hispanic adults 18-49, jumping from a 1.5 rating to a 5.4 rating. The 9pm love story, ‘El Alma Herida’, grew 42% among Hispanic adults 18-49 year-to-year from a 2.6 rating to a 3.7 rating.
Telemundo’s enhanced Mexican appeal has scored particularly well with women 18-49. For the Feb. 04 sweep versus the same time period a year ago, ‘Pasión de Gavilanes,’ grew 218% from a 2.2 rating to a 7.0 rating in this demographic. ‘Amor Descarado’ at 8pm skyrocketed among Hispanic women 18-49, jumping 265% with a 6.2 rating versus a 1.7 rating for Feb. ’03.
KVEA’s audience growth does not stop at primetime. In Early Fringe (M-F 4-6pm), KVEA increased by 11% year-to-year among Hispanic adults 18-49. KVEA’s 6am, 6pm, and 11pm local news (M-F) ratings increased 14%, 4%, and 5% respectively from February 2003 in the adult 18-49 demographic.
Source: Los Angeles Hispanic Nielsen February 2004 (February 5-25) P18-49 demo ratings Telemundo La Cadena Hispana de las Olimpiadas Atenas 2004
