KMEX extends win streak in L.A. demos

Univision outlet nabs four sweeps victories in a row

Spanish-lingo KMEX remained numero uno with L.A. auds in the key demos, according to February sweeps data.

The Univision-owned television outlet led all local stations from sign-on to sign-off in February with adults 18-49 and 25-54. That makes it four sweeps victories in a row for KMEX, which also dominated Los Angeles demos in May, July and November 2003.

KMEX’s dominance with younger eyeballs was particularly evident in news, as it led all comers in the 18-49 demo at 6 and 11 p.m.

But in an even more stunning sign of the market’s changing demographics, Telemundo outlet KVEA came in second among all newscasts at 6 p.m. in the two major measurements (2.3 for adults 18-49, 2.6 for adults 25-54). That’s behind KMEX (3.8, 3.9) but beats KABC (2.1, 2.5), KNBC (1.6, 1.8) and KCBS (0.7, 0.8).

That’s a huge get for KVEA, which is usually considered, along with NBC-owned Telemundo, an also-ran against dominant Univision.

Among breakfastcasts, KTTV’s “Good Day L.A.” and KTLA’s “Morning News” slumped this February among households but still led the market with demos.

“Good Day L.A.” was tops with adults 18-49 (2.0), while “Morning News” was second (1.7), though “Morning News” led with adults 25-54 (2.0), followed by “Good Day L.A.” (1.9).

In the late-news race, at 11 p.m., KMEX took adults 18-49 (3.3), followed by KNBC (2.9), KABC (2.7), KCBS (1.3), KVEA (0.9) and KCOP (0.8). But KNBC still won the adults 25-54 contest (3.7), followed by KABC (3.4), KMEX (3.3), KCBS (1.7), KCOP (0.9) and KVEA (0.6).

At 10 p.m., KTTV ruled the roost with both adults 18-49 and 25-54 (2.7, 2.6), followed by KCAL (1.7, 1.8) and KTLA (1.4, 1.8).

News viewing as a whole dipped in the late hours, as every station except KCOP suffered declines with adults 25-54 vs. February 2003, and only KCAL, KCBS and KCOP saw gains with adults 18-49.

Though derided by critics, KCOP’s 11 p.m. news nonetheless posted some of the biggest gains among adults 18-34, bumping up a strong 140% from last February (1.2, from 0.5).

For total-week averages, sign-on to sign-off, behind KMEX among adults 18-49 were, in order, KABC, KNBC, KTTV, KTLA, KCBS, KCAL, and KVEA/KCOP (tied). Among adults 25-54, KABC was second, followed by KNBC, KTTV, KCBS, KTLA, KCAL and KVEA/KCOP (tied).

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