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KMEX leads in p.m. demo ratings race

Spanish-lingo station's 'Primer,' 'Noticias' leading sweeps

Univision flagship affil KMEX has soared past English-lingo stations in the February sweeps local demographic ratings to win the afternoon’s key 4, 5 and 6 p.m. races.

While usually trailing its English-speaking rivals for household ratings during sweeps, KMEX normally grabs several gold medals for the demo numbers.

Nielsen Media Research is likely to adjust the discrepancy in the coming months, admitting to under-representing Spanish-dominant Hispanic homes in its February sample. But several English stations, skittish about losing further ground in the ratings, want to make sure Nielsen’s proposed methodology is sound.

KABC, which claimed most of last month’s household victories, also performed well in the demos. The “Who Wants to Be a Millionaire”-powered station snagged the primetime crown in both adults 18-49 and 25-54 brackets, with respective 18% and 23% increases over last year.

Shared title

And from sign-on to sign-off, KABC and KMEX shared the title belt for adults 18-49 (2.4), with KABC (2.8) pulling ahead of KMEX (2.2) for adults 25-54.

However, KMEX held the clear bragging rights in the afternoon.

For both adult brackets at 4 p.m., KMEX (2.5, 2.4) bested both second-place KABC (1.9, 2.1) and runnerup KNBC (1.3, 1.6) — in a 20% uptick for the Spanish station for both demos over February 1999.

The win is even more impressive, considering the prowess of KABC’s 3 p.m. lead-in — blue-ribbon for “The Oprah Winfrey Show” — (which scored 2.4, 2.7 respectively, in 14% and 13% increases, for adults 18-49, 25-54).

KABC’s whopping 56% and 41% jumps (in adults 18-49 and 25-54) over its perfs last year for its 5 p.m. newscast — plus 67% and 36% leaps for the same demos at 6 p.m. — still wasn’t enough to topple KMEX.

The Univision affil ruled the roost at those hours with its coupling of newsmag “Primer Impacto” and local infocast “Noticias 34” (3.5 for adults 18-49 and 3.3 for adults 25-54 at 5 p.m.; 4.8, 4.6 at 6 p.m.)

Reversing trend

But the real February demos story, similar to the gist of last month’s household sweeps outcome, is that most stations are reversing downward ratings spirals.

Third-place KNBC still surged 26% and 20% at 5 and 6 p.m. in adults 18-49.

Los Angeles’ ayem shows crowed as well. At 6 a.m. among adults 18-49, first-place KTLA (1.7) and followers KNBC (1.6), KMEX (1.6) and KABC (1.3) all multiplied eyeballs over last year (respectively up 42%, 78%, 30% and 20%).

The stations pulled off similar aud climbs for the adult 25-54 bracket, with top-dog KNBC building 25% to score a 2.5 in the demo, followed by KABC (1.9), KTLA (1.8), KTTV (1.5) and KMEX (1.4).

The crowd also wowed at 7 a.m., with KTLA rocketing 60% to lead the group with a 2.4 in adults 18-49. Even fourth-place finisher in the demo, KABC’s “Good Morning America” (1.1), jumped 38% for the same bracket. Second and third, respectively, went to KTTV (1.7) and KMEX (1.6).

The odd-man-out is still KCBS, which can’t nail down an audience for either its breakfastcasts or evening newsers.

KCBS’ 4 p.m. frosh effort “Women to Women” came in dead last with femmes 18-49 and second-to-last with women 25-54, the very groups the show is supposedly targeting.

Also troublesome is that “Women” has lost 40% of the station’s femmes 18-49 score from last year with “Inside Edition.”

KCBS’ “The Early Show” is also a yawner — registering just a 0.2 and 0.3 respectively for adults 18-49 and 25-54, with aud losses of 33% and 25%.

But, back to the rivalries.

  • In the always-tight 10 p.m. news race, KTTV was king across the demo board. The Fox affil (pulling 3.2, 3.0 in adults 18-49 and 25-54 respectively), stomped rivals KTLA (1.9, 2.3), KCAL (1.5, 1.7) and KCOP (1.7, 1.1).

  • Advertisers hoping to hook men 18-49 should, curiously enough, place their bets with KTLA’s 4 p.m. kiddie phenom “Pokemon” (1.9), which grabbed more men than any other show at that hour.

  • As always, KNBC rocks the 11 p.m. news derby (3.7, 4.7) for adults 18-49 and 25-54, taking out its competitors KABC (3.3, 4.2) and KCBS (2.2, 2.8). But KTLA’s “Friends” (4.1) tops everyone at the hour in adults 18-49.

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