Univision 41 IN NYC: Demographic Surprise.
June 3, 2001
In a major ratings surprise, the 11 pm news on Spanish- language Univision 41 (WXTV) here, has emerged from the May 2001 sweep as the only 11 pm weekday newscast on New York television to increase its audience in every key demographic measure compared to its performance in the May 2000 sweep one year ago according to just-released Nielsen figures.
“Noticias 41” with anchors Rafael Pineda and Denisse Oller grew its audience in both the Nielsen Station Index (NSI) and the Nielsen Hispanic Station Index (NHSI) — in a clean “sweep” of all key demos for the May 2001 sweep.
By contrast, all three network-owned English-language TV stations saw their 11 pm news audiences dwindle in every key demo, persons aged 18-34, 18-49 and 25-54, the lone exception being the 25-54 year old component of the WABC/7 “Eyewitness News” audience, which is up by three percent.
The Nielsen figures for the 11 pm “Noticias 41” are compelling indeed. In the NHSI measurement “Noticias 41” is up 28% among viewers aged 18-34, 20% among viewers aged 18-49, and 28% among viewers aged 25-54. In the NSI measure “Noticias 41” is up 22% among viewers aged 18-34, 60% among viewers aged 18-49, and 56% among viewers aged 25-54.
“Noticias 41” beat the competing “CBS/2 Nightcast” (WCBS-TV Channel 2) with anchors Ernie Anastos and Angela Rae in every key age group. According to NSI figures 66,000 persons aged 18-34 watched “Noticias 41” compared to only 31,000 who watched “CBS/2 Nightcast” during the May 2001 sweep. Among the 18-49 age group it’s 162,000 for “Noticias 41” vs. 134,000 for “CBS/2 Nightcast,” and among the 25-54 group it’s 186,000 for “Noticias 41” vs. 165,000 for “CBS/2 Nightcast.” In the NHSI measure, the viewership for “Noticias 41” is even higher — 78,000 viewers aged 18-34, 178,000 viewers aged 18-49, and a whopping 196,000 viewers aged 25-54.
Demographic television audience measures during sweeps periods are used to set advertising rates for local TV stations nationwide. The May 2001 sweep is the four week period from April 25 through May 23, 2001. The May 2000 sweep is the four week period from April 27 through May 24, 2000.
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