Thread: March 2005: First Time Ever Spanish TV Station Leads Tucson

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03-28-2005


First Time Ever Spanish TV Station Leads Tucson

KUVE-TV Univision leads city in total week, prime and daytime


Tucson, AZ -- For the first time ever a Spanish language station in Tucson has risen to the top in television ratings. Univision KUVE-46 broke the longstanding lead NBC, CBS and ABC had on ratings with the release of the February 2005 NSI ratings. Univision is now #1 with Adults 18-34 and ties for #1 with Adults 18-49 with CBS in Total Week ratings. This story is equally as dramatic in Prime where Univision scored a 7.3 rating with Adults 18-34, which is the highest rating any station has received in this demo and time since 2002.

To fully appreciate the magnitude of this change, for as long as anyone can remember, NBC, CBS and ABC (in that order) have dominated the Tucson ratings market. Lately CBS has been the ratings leader, and Univision historically ranked 5th overall.

Today, Univision in Total Week ratings has a 2.3 with Adults 18-34. The second highest rated station in this younger and increasingly hard to reach demographic is CBS, who earned a 1.1. In fact, one would have to also add #3 NBC’s 1.0 rating to match Univision’s current viewing levels. Advertisers spend more money to reach Adults 18-49 than any other demo in the U.S. Univision in Total Week ratings now ties with CBS for the #1 spot with a 1.5. Univision has never been #1 before with Adults 18-34 or 18-49 in Total Week ratings.

Prime ratings are the ultimate showdown. Ratings are the highest in Prime and so
are advertising rates. Univision has a M-F Prime rating of 7.3 with Adults 18-34, which is nearly a four point lead over the second highest rated network CBS, who has a 3.5. With Adults 18-49, Univision has a 4.6 rating and is only beaten by CBS, who earned a 4.7. Univision’s 6P novela Mujer de Madera beat out every show broadcast during that hour with Adults 18-34 and 18-49. Another novela, Amor Real, on Wednesday’s from 8P-9P beat out West Wing, King of Queens and Alias with Adults 18-49.

The only show that beat Oprah in Early Fringe with Adults 18-49 was a special episode on Univision of El Gordo y la Flaca (the fat and thin one), an entertainment magazine, which got a 4.2 rating versus Oprah’s 3.2. In M-F Daytime 9A-3P, Univision has four of the five highest rated programs with Adults 18-49, beating out Regis & Kelly, Price is Right, General Hospital and Maury Povich.

Univision’s popularity among Hispanics is more apparent than ever before. Univision’s biggest competitor is Telemundo, who in M-F Prime ratings with Adults 18-34 has a 0.2 verses Univision’s city leading 7.3. In Adults 18-49, Telemundo has a 0.5 rating versus Univision’s 4.6 Prime ratings. In fact, Univision’s sister network TeleFutura is proving more popular with Hispanics than Telemundo. TeleFutura earned a 1.3 rating in Prime with Adults 18-34 in Total Week and a 0.9 with Adults 18-49, beating Telemundo in both instances.

“Univision and the business community are benefiting from the huge growth of the Hispanic population in Tucson,â€

Was in Dallas Texas 3 years ago to see a football game and there must have been5 to 7 spanish stations on I assume was absic cable because it got only about 30 stations .