Hispanics flock to Spanish TV
In total dayparts, Spanish-lingo TV enjoyed 40% of the 5 million Hispanic viewers in Southern California, said Michael Martinez, g.m. of Univision-owned KMEX-TV.
"For the first time we are developing a consistent track of what Hispanics actually watch," he said.
Augustine Martinez, G.M. of Telemundo-owned KVEA-TV, said that the trick is now attracting more ad dollars into the marketplace, but maintained the data "shows that Hispanics watch Spanish-language television."
KMEX enjoyed the highest-rated shows with the Monday-Friday prime time sudser "Maria Mercedes," scoring a 34.8 rating among Spanish-language households, followed by its "Magica Juventud" with an 18.7. KVEA's "Pelicula Domingo (Sunday Movie)" was third with 18.3.
In the key 6 p.m. local news area, KMEX and KVEA finished in a dead heat with a 13.3 Hispanic household rating, which KVEA termed the first time it has approached KMEX in Nielsen since KVEA came on the air six years ago. KVEA take was boosted by the 18% increase (to 9.4) of its programming in the 4-6 p.m. daypart vs. January, while KMEX slipped 17% (to 10.0) for that time frame.
In ll p.m. news, KVEA took in a 10.8 household rating compared to KMEX's 4.0.
KMEX was the clear leader from 8-11 p.m. weekdays averaging a 15.1 rating, ahead of KVEA (12.4) and KWHY (2.2), which offers Spanish-language programming after 3 p.m. weekdays.
