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November Sweeps -- Univision Claims They're #1

T

Teddyo

It's pretty much been total silence from the local English language stations regarding their November Sweeps results. Even 12 has skipped its usual crowing press release this time around.

But not KTVW Univision 33. They're claiming to be #1 across key demos in the Phoenix market.

Some quotes from KTVW's press release based upon Phoenix November NSI results:

"KTVW-TV delivered 27 of the top 50 most watched programs among Adults 18-34, 22 of the top 50 most watched programs among Adults 18-49 and 20 of the top 50 most watched programs among Adults 25-54.

Univision 33 is currently in a three-way tie for the most watched television station among total viewers in Phoenix in total day (Monday to Sunday 6:00 am to 2:00 am) with KPNX-TV NBC 12 and KSAZ-TV FOX 10. Among Adults 18-34 and 18-49, Univision 33 is the clear ratings leader, commanding a +80% and +25% lead over #2 ranked KSAZ-TV FOX 10 among the two demographics respectively. Univision 33 is also the #1 choice among Adults 25-54, leading the two stations tied for second place (KSAZ-TV FOX 10 & KPNX-TV NBC 12) by +14%.

Univision 33’s “Noticias 33” (News 33) at 5:00 pm is the most watched newscast in the Valley. “Noticias 33” not only ranked #1 among Adults 25-54, Adults 18-49 and Adults 18-34 for early local news at 5:00 p.m., it had more Adult 18-34 viewers than the combined audiences of four of the other local newscasts (KPNX-TV’s “12 News Evening Edition at 5,” KTVK-TV’s “Good Evening Arizona,” KNXV-TV’s “ABC 15 News at 5” and KPHO’s “CBS 5 News at 5”).

Again at 10:00 pm, “Noticias 33” out ranks the competing local news programs with a +94%, +17%, and +8% ratings lead among Adults 18-34, Adults 18-49 and Adults 25-54 respectively over #2 ranked KPNX-TV’s “12 News at 10.”
 
But how does that equate to revenue? I'm guessing there are still a couple of english language stations that are still making more money. I don't really know, I'm just asking.
 
fenix said:
But how does that equate to revenue? I'm guessing there are still a couple of english language stations that are still making more money. I don't really know, I'm just asking.
Click to expand...

Of course these data are only addressing Nielsen ratings and not ad revenue. I can tell you that ad revenue is down significantly for all the stations. But I don't know how Univision 33 compares to the others on revenue but I suspect that 12 and Fox 10 are still bringing in more dollars, but that gap is beginning to close somewhat. Advertisers recognize that Phoenix is a major hispanic market. These days the ad biz is in flux though, as the auto industry was running more and more ads aimed at the hispanic market and now they're obviously hurting big time nationally.
 
desertskies said:
Then who would be the current ad revenue leader?
Historically, I would have to go with KTVK.
Is that still the case?
Click to expand...

If it was 1999, it might still be the case. A couple years back, I remember reading that KPNX was the top biller in town, followed by FOX10/My45 (combined), then KTVK/KASW (combined). I'd say that KPNX and KSAZ are once again #1 and #2 this year as one had the Super Bowl and the other had the Summer Olympics.
 
Eric Stein said:
desertskies said:
Then who would be the current ad revenue leader?
Historically, I would have to go with KTVK.
Is that still the case?
Click to expand...

If it was 1999, it might still be the case. A couple years back, I remember reading that KPNX was the top biller in town, followed by FOX10/My45 (combined), then KTVK/KASW (combined). I'd say that KPNX and KSAZ are once again #1 and #2 this year as one had the Super Bowl and the other had the Summer Olympics.
Click to expand...
Some great points, Eric.
Thanks.
 
The whole idea of “sweeps” is even more ridiculous now that we are a Local People Meter market. Why do stations and clients continue to put special emphasis on traditional sweeps months? The stations are now being measured 24/7/365 on both a household AND demographic basis…believe it or not, people do watch TV and buy products outside of November/February/May/July. I certainly hope clients are no longer accepting November data for schedules that run in December.
 
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