March 02, 2001

Telemundo's O&O Los Angeles station, KVEA-TV52, emerged once again as LA's fastest growing station among both English and Spanish TV, according to the Nielsen NSI (general market) February ratings. In some areas, KVEA is the #1 station in LA, quadrupling its Adult 18-49 delivery.

KVEA's Laura en America, weekdays at 4pm, was the #1 program in the time period in every demo. Among W18-49, Laura's 3.9 rating makes her LA's highest rated talk show, ahead of KABC's Oprah (3.4), KMEX's Cristina (3.6), and KABC's Regis and Kelly (2.7). Laura also finished as the highest rated talk show in every adult demo.

In the 5pm early news time period, KVEA's Ocurrió Así finished at a tie or ahead of all other 5pm newscasts. The show was #1 in the coveted P25-54 demo with a 2.7 rating followed by KABC's Eyewitness News at 5pm with a 2.6. Among P18-49, the newscast was second only to KMEX's Primer Impacto (2.5 for Ocurrió Así to a 2.9 for Primer Impacto) and ahead of all news programs on KABC, KCBS, and KNBC.

KVEA's Noticiero 52-6pm has a younger audience skew and is the #2 newscast among persons, women and men 18-34. The newscast has grown as much as 78% year-to-year (among M18-34, 0.9 in Feb'00 to 1.6 in Feb'01) and is rated higher than KCBS' CBS2 News-6pm in every demo.

Telemundo is the network with the youngest skewing programming in prime time. UPN, WB, and Fox are often thought to have programming with a younger appeal, but Telemundo/KVEA has that title. However, as KVEA's audience grows, it is the older demos that are picking up the most increases.

KVEA's prime time is up year-to-year anywhere from 211% (F25-54, 0.9 in Feb'00 to 2.8 in Feb'01) to 340% (M18-49, 0.5 in Feb'00 to 2.2 in Feb'01).

KVEA's prime time growth was across the entire time period, as each of the hourly novelas made major gains over last year. The big hit of prime time is Betty la Fea (Mon-Fri/8p-9p), which got as high as a 7.8 rating among W18-34, up 290% year-to-year. 9p's Por Que Diablos got as high as a 3.0 rating among W18-34, up 400% over last year's time period, and at 10p, Terra Nostra's high rating, a 2.8 for W18-34, is up 65% over Feb'00.

KVEA's ratings have increased in unprecedented fashion, and over the course of more than a year. Last year, the 10pm hour was KVEA's strongest of prime time when the station aired Xica, a Brazilian novela. Its replacement, Terra Nostra, is up anywhere from 57% to 150% in demos over Xica's performance last year, and Terra Nostra is KVEA's 3rd highest rated program of the 3-hour prime time block.

The NSI service is used by all stations to determine their audience levels during "sweeps" periods. KVEA's growth is validated by its even more explosive growth in the NHSI (Hispanic) ratings service, where KVEA's prime time is now in its 22nd consecutive month of year-to-year growth, going back to June, 1999.

Source: Nielsen Station Index, February 2001 and 2000

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