March 17, 2001

“Primera Edición,” KMEX-TV’s pioneering early morning local newscast, made news of its own on Wednesday, April 4th by posting an incredible 12.0 NHSI rating during the 6:00 to 7:00 a.m. time slot -- its highest rating ever! (Each NHSI rating point represents approximately 15,300 Hispanic homes in Los Angeles.) The average rating for Wednesday’s newscast surpassed an 11.5 NHSI rating for “Primera Edición” on June 29, 1999, the morning of a minor earthquake centered in East Los Angeles.

Interestingly, Wednesday’s edition of “Primera Edición” featured no urgent breaking news. Instead, officials at KMEX-TV attribute Wednesday’s ratings as a further indication of the program’s continued audience growth and popularity, especially with a change to a new lighter format, more conducive to the early morning time slot.

“Primera Edición” premiered on January 4, 1999 as the first local one-hour Spanish-language newscast in the U.S., filling a much-needed void by providing live early morning news, weather, and traffic to the large and growing Hispanic population in Los Angeles. Despite new competition from an early morning newscast on Telemundo affiliate KVEA-TV, which premiered “Buenos Días, Los Angeles” in January of this year, “Primera Edición” continues to dominate as the early morning news of choice among L.A. Hispanics. Wednesday’s 12.0 NHSI rating for “Primera Edición” compares to a 0.5 NHSI rating for “Buenos Días, Los Angeles.”

“Primera Edición’s” success among L.A.’s Hispanic population translates to it being the highest rated early morning newscast in Los Angeles, regardless of language, among key demographic segments. In the recently released NSI “general market” ratings for the February 2001 Sweeps, which measures viewing in all households in the market, not just Hispanic homes, “Primera Edición” averaged higher ratings than all English-language early morning newscasts in the time period, among Adults 18-34, 18-49, 25-49.

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