The Nielsen NSI ratings for the just completed February 2001 "sweeps" demonstrate that KMEX-TV, Channel 34 continues to impact the Los Angeles television market by posting sizable household ratings across key dayparts. This is according to the Nielsen Media Research metered household ratings for the February 2001 NSI survey (February 1 – February 28).
Highlights from the February 2001 household ratings include:
* The ratings for the 5:00 a.m. edition of "Noticias 34: Primera Edición" (Monday to Friday, 5-6:00 a.m.) were up 17% from February 2000, from a 1.2 household rating to a 1.4. All the English-language newscasts in the time period were down.
* While the ratings for the second hour of "Primera Edición" (Monday to Friday, 6-7:00 a.m.) were relatively flat with a 2.0 rating (compared to a 2.1 rating last year), the English-language newscasts posted double-digit declines for the time period. KVEA-TV’s new local morning newscast, "Buenos Dias" posted only a 0.2 NSI rating.
* In Daytime (Monday to Friday, 9 a.m.-4:00 p.m.), KMEX-TV also posted strong household ratings, ranking #2 in the Los Angeles market, outdelivering all the English-language stations with the exception of KABC-TV.
* KMEX-TV’s early local news "Noticias 34" at 6 p.m. posted viewership gains from the most recent Nielsen "sweeps" with an average 4.6 rating/8 share, up from a 3.6 rating/6 share in November 2000. With the exception of KCBS-TV, the ratings for the English-language newscasts at 6:00 p.m. are trending down.
* Univision’s network newscast, "Noticiero Univision", on KMEX-TV at 6:30 p.m., posted similar ratings gains from the November 2000 sweeps.
* In Prime Access (Monday to Friday, 7 p.m.-8:00 p.m.), KMEX-TV, with its telenovela "Locura de Amor," also posted strong ratings, ranking #2 (behind KABC-TV) in the key Prime Access time period, with a 6.9 rating/11 share, up 28% from its time period average (5.4 rating/9 share) in November 2000.
* In Prime Time (Monday to Saturday, 8-11 p.m./Sunday, 7-11 p.m.), the household ratings for KMEX-TV were up from last year with an average 5.3 rating, compared to a 5.1 in February 2000. With the exception of KCBS-TV, the Prime Time ratings for all the English-language stations in Los Angeles were down.
* KMEX-TV’s Emmy Award-winning late local news "Noticias 34" at 11 p.m., also posted viewership gains from last year with a 3.3 rating/7 share, up 10% from a 3.0 rating/6 share in February 2000.
While KMEX-TV delivered strong household ratings in February 2001, the station generally fares considerably better on a demographic ratings basis since Hispanic homes tend to be larger (i.e., more viewers) and younger than their Anglo counterparts. For example, in the recently released demographic ratings for the January 2001 Nielsen survey, KMEX-TV ranked as the highest rated station in L.A. both on a "sign-on to sign-off" basis and in Prime Time among the key demographics of Adults 18-34 and 18-49. The station anticipates similar strong numbers when the demographic results for the February 2001 sweeps are released in mid-March.