Univision TV Leads In Phoenix.

The highest rated television station in Phoenix is Spanish language Univision KTVW-33. In the three demographics advertisers covet the most, Univision is the highest rated in all three throughout the week. Not only is Univision top rated overall, according to the just released July 2004 sweeps, but its 5P News, Prime and Daytime all lead the city in all of the key demographics.

Spanish television in Phoenix has been growing steadily for three years. Univision has held the number one spot for ten consecutive books with Adults 18-34. According to Nielsen, Univision has twice the 18-34 viewers of any other station in Phoenix, with a 3.0 rating in total week, and followed by number two Fox who has a 1.5.

The demographic that advertisers invest more money in than any other is Adults 18-49. In Phoenix, Univision ranks number one in four out of the past five ratings sweeps in total week ratings. The July sweeps give Univision a 2.2 rating among this group and beat out number two Fox by +38%, who averages a 1.6. In the all-important M-F prime, Univision comes in on top with a 4.9 rating in 18-49’s and beats second rated Fox by +32%, who averages a 3.7.

In Early News, KTVW’s 5P local newscast leads every other program in the time period, scoring a 6.8 with Adults 18-34, a 4.7 with Adults 18-49 and a 4.3 with Adults 25-54. Univision’s 5P News also beats every other station’s M-F prime schedule.

In Adults 25-54, Univision is again number one and holds a narrow lead over second ranked Fox in total week. Even in M-F Prime, Univision leads the city with 25-54’s scoring a 3.9 rating and inching out number two Fox who earned a 3.8.

The biggest boost to Spanish television is perhaps the 2000 Census which placed the Hispanic population of Phoenix much higher than previously thought. In the past seven years the Hispanic population of Adults 18-34 has grown an astounding +91%. In the same period the non-Hispanic population of 18-34’s has grown by +4%. The other major demos show similar rapid growth patterns. The Phoenix television viewing area has approximately 1 million Hispanics and the city of Phoenix is expected to have a Hispanic majority in the next few years.