Net's Rose ratings three times that of big 3 b'casters
KTLA continued its streak last week as queen of the “Tournament of Roses Parade,” while Spanish-lingo KMEX — still celebrating its November sweep demo victory — also had reason to cheer.
And later in the day, the Rose Bowl game on ABC was a ratings winner, especially on KABC in Los Angeles.
KTLA’s live coverage of the parade, which aired New Year’s Day from 8-10:30 a.m., averaged an 18.9 household rating and 40 share in the Los Angeles market, up slightly (0.9%) from last year.
According to the Tribune-owned station, that marks the 29th consecutive year KTLA has dominated Rose Parade coverage in Southern California. KTLA’s viewership was three times higher than KABC (3.0/7), KNBC (2.8/6) and KCBS (0.8/2) combined.
KTLA also scored with its two pre-parade specials, “Backstage at the Parade,” which averaged a 2.7/18 at 6 a.m., and “Rose Parade Countdown,” which pulled a 5.4/23 at 7 a.m.
The station, which has televised the Rose Parade since 1947, aired repeats of its coverage throughout the day.
KMEX shows gains
Univision-owned KMEX, meanwhile, was second behind KTLA, averaging a 4.6/10 for the duration of the parade (up 5% from last year). The station also led the Hispanic household ratings, averaging a 15.3/38 (followed by KTLA).
The holidays brought much good cheer to KMEX, thanks to the just-released Nielsen demographic ratings summaries for L.A.’s November sweeps book. The outlet dominated all stations — including English-language outlets — posting tremendous double-digit (and, in some cases, triple-digit) gains in every daypart and every major demo (adults 18-34, 18-49 and 25-54).
At 11 p.m., KMEX’s late news went from third to first among adults 18-49 (4.5/18, up 73% from 2.6/10) and adults 25-54 (4.3/16, up 59% from 2.7/10). And in primetime, it blew away all competition in adults 18-34 (7.8/20, up 50%) and adults 18-49 (6.4/15, up 45%).
Monday through Sunday, sign-on to sign-off, KMEX was up 55% with adults 18-34 (3.4/18), up 47% with adults 18-49 (2.8/15) and up 53% among adults 25-54 (2.6/13).
Nielsen change cited
Rivals were quick to point out that some of KMEX’s gains came as a result of a change of ratings methodology by Nielsen. The ratings org has begun weighing homes that predominantly speak Spanish more heavily in its overall survey.
Still, even with KMEX’s surge, the news was solid among almost all local stations this past November. English-lingo outlets KABC, KNBC and KCBS all saw healthy gains in their early fringe newscasts, as a heavy cycle of headlines pumped up tune-in levels.
KABC led the early 4-6 p.m. news race, posting a 2.6/12 (up 30%) among adults 25-54, 2.0/10 (up 43%) in adults 18-49 and 1.4/6 (up 27%) in adults 18-34. KNBC (which airs news from 5 p.m. to 6 p.m.) was second in adults 25-54 (1.8/7, up 6%), followed by KCBS (0.8/4, up 14%).
And at 6 p.m., English-language news leader KABC (2.7/8, up 23%), KNBC (2.1/7, up 11%) and KCBS (1.0/3, up 43%) scored double-digit gains among adults 25-54.
The race was more heated at 11 p.m., where KNBC led the English-lingo outlets among adults 25-54 (3.9/15, even with last year), followed by KABC (2.9/11, down 22%) and KCBS (1.9/7, up 6%). And KCOP’s sexed-up, features-oriented newscast was up a whopping 700% among adults 18-34 (0.8/3), pulling ahead of KCBS (0.4/2).
At 10 p.m., KTTV bested rival KTLA among adults 18-34 (2.3/6 vs. 1.1/3), 18-49 (2.5/6 vs. 1.7/5) and 25-54 (2.4/6 vs. 1.9/5).
Still a ‘Good Day’
KTTV’s “Good Day L.A.” was tops among all English-language breakfastcasts in all major demos, despite year-to-year declines.
KABC was tops sign-on to sign-off among English-lingo adults 18-49 and 25-54 viewers; KTTV led with the 18-34 crew. Both stations pulled off that feat despite posting flat or declining numbers vs. a year ago.
On New Year’s Day, ABC scored a big 14.5 rating/24 share in the metered-market overnights for the Rose Bowl game between Michigan and top-ranked USC — up 27% from last year and the highest since the Michigan-Washington State contest in 1998 (19.0/33).
Last year in the Rose Bowl, the Oklahoma-Washington State contest netted an 11.4/19 in national overnights.
Game scored a 23.0/42 in the Los Angeles market on KABC.
In primetime Thursday, the Orange Bowl game (Miami-Florida State) drew a 9.7/16 in overnights, on par with last year’s comparable Sugar Bowl (Florida State-Georgia).
Preliminary ratings for the National Football League’s opening weekend of playoffs will be released today.
(Rick Kissell contributed to this report.)