Univision Claiming Sweeps Victory Again!

[Teddyo]

While the other Phoenix stations maintain their silence about their own Nielsen ratings, Univision is again claiming overwhelming victory during the May Sweeps period just completed.

12 doesn't even bother with those press releases they used to issue after every sweeps.

Below is the local markets portion of what Univision has just sent out. Like the last sweeps, they're claiming #1 in Phoenix for both early and late evening newscasts across all major demos. In fact, Univision claims they average more early evening newscast viewers in Adults 18-34 than the CBS, NBC, and ABC affiliates combined.
---------------------------------------------------------------------------------------------------------------------------

Local Market Highlights

o This May, the most-watched station in the country is once again Univision’s Los Angeles flagship station KMEX among Adults 18-49, regardless of language.
o Univision’s KMEX in Los Angeles and WXTV in New York once again win the #1 and #2 early evening local newscast rankings among Adults 18-49 in the entire country, regardless of language.
o Univision stations ranked #1 in primetime in the following markets:


- Adults 18-34: Los Angeles, New York, Miami, Houston, Dallas, Phoenix, and Sacramento
- Adults 18-49: Los Angeles, Miami, Houston and Dallas
- Persons 12-34: Los Angeles, New York, Miami, Houston, Dallas, Phoenix, and Sacramento
- Total Viewers 2+: Los Angeles, Miami, and Houston
o Univision stations ranked #1 in total day in the following markets:


- Adults 18-34: Los Angeles, New York, Miami, Houston, Dallas, Phoenix and Sacramento
- Adults 18-49: Los Angeles, Miami, Houston, and Phoenix
- Persons 12-34: Los Angeles, New York (tie), Miami, Houston, Dallas, Phoenix and Sacramento

o Univision’s primetime novela “Mañana Es Para Siempre” out-delivered English-language primetime shows such as FOX’s “American Idol,” ABC’s “Dancing with the Stars,” CBS’ “CSI” and “Mentalist,” among others, in Los Angeles, Houston, Dallas (tie with “American Idol” Wednesday) and Phoenix among Adults 18-34.



o Univision stations delivered the #1 6pm (5pm Central) early evening local news, regardless of language, in the following markets:

- Adults 18-34: Los Angeles, New York, Miami, Houston, Dallas, Chicago (tie), Phoenix, and Sacramento
- Adults 18-49: Los Angeles, New York, Miami, Houston, Dallas, Phoenix, and San Francisco
- Adults 25-54: Los Angeles, Miami, Houston, Dallas (tie), Phoenix, and San Francisco

o Univision’s early evening local newscast averaged higher viewership than ABC, CBS and NBC’s local newscasts combined among Adults 18-34, regardless of language, in Los Angeles, New York, Miami, Houston, Dallas, and Phoenix.
o Univision stations delivered the #1 11pm (10pm Central) late local news, regardless of language, in the following markets:

- Adults 18-34: Los Angeles, New York, Miami, Houston, Dallas, Phoenix, and Sacramento
- Adults 18-49: Los Angeles, Houston, and Phoenix
- Adults 25-54: Los Angeles, Houston, and Phoenix

Source: Nielsen Station Index, Live Only preliminary ratings, 04/23/2009-05/19/2009. Primetime is defined as ABC/CBS/NBC/IND/SLTV Mon-Sat 8P-11P/Sun 7P-11P ET/PT; Mon-Sat 7P-10P/Sun 6P-10P CT and FOX/MNT/CW Mon-Sat 8P-10P/Sun 7P-10P ET/PT; Mon-Sat 7P-9P/Sun 6P-9P CT. Total Day is defined as Mon-Sun 6am-2am. Early Evening Local News is defined as newscasts with 6pm ET/PT start time/5pm CT. Late Local News is defined as newscasts with 11pm ET/PT start time/10pm CT (includes regular newscasts only). “Top stations in the US” rankings are based on average impressions, Mon-Sun 6am-2am and Early Evening Local News (based on the above definition).

 

[justthenumbers]

Again, I find it humorous that anyone in a market with Local People Meters (such as Phoenix) continues to put emphasis on "sweeps" periods. Why does it matter when you have year-round measurement now?

 

[Teddyo]

Again, I find it humorous that anyone in a market with Local People Meters (such as Phoenix) continues to put emphasis on "sweeps" periods. Why does it matter when you have year-round measurement now?

You're absolutely right. These numbers are indicative of the ratings at just about anytime during the year (except during Super Bowls, etc.) But old habits die hard and the industry charade continues.

The bottom line is that, at least for #s of viewers, the English language stations are getting their butts kicked these days in markets like Phoenix. :'(

 

[landtuna]

The bottom line is that, at least for #s of viewers, the English language stations are getting their butts kicked these days in markets like Phoenix.

Perfectly understandable if you consider the number of English stations vs the number of Spanish. Although a huge percentage of Hispanic people here in the Phoenix area understand at least some English they obviously prefer their native language when watching TV. And those that have come from Mexico recently obviously prefer their native type of entertainment/news/commercials.

When you funnel Spanish speaking viewers into just a few Spanish language stations they will always have a numerically superior advantage over the more disbursed English language station population.

In terms of revenue though, which is the real business measurement, I doubt Univision (or the other LP Spanish stations) are doing anything approaching the mainstream stations in this market.

 

[formeraa]

I agree with Landtuna. If you had, say, four stations doing local Spanish-language newscasts, then you wouldn't see these types of claims. However, it will also be interesting to see how children (of the recent immigrants) born in the US will respond. Will they continue to prefer Spanish-language stations or will they prefer the English-speaking stations?