Estrella radio-TV cross-platform show pays off in ratings


LBI Media (Liberman Broadcasting) is celebrating ratings success for the 10th annual “Los Premios de la Radio” awards show. The live broadcast snared a third of all 18-34 Hispanic viewers in the Los Angeles market for flagship KRCA-TV – and, for the first time this year, it also aired the next day on the new Estrella TV network.

LBI Media declared the live broadcast on KCRA Tuesday, November 10th “a huge rating success among the adult and women demographic.” Presented in conjunction with LBI’s Que Buena Radio (KBUE-FM 105.5; KBUA-FM 94.3; KEBN-FM 94.3), “Premios” achieved a 33% market share with adults 18-34 among it’s Hispanic broadcasting peers.

“Los Premios de la Radio,” the only awards ceremony in the United States celebrating the very best in Mexican regional music across classic and new music genres, garnered a 5.8 rating during the 8:00 p.m. – 11:00 p.m. time period with adults 25-54, easily beating Telemundo and Telefutura in LA. According to Nielsen Media Research, “Premios” outpaced Telemundo by 840% in adults 18-34 and 220% in women 18-34 from 7:00 p.m. – 11:00 p.m. In the same time period, the program surpassed Telefutura by 104% in adults 18-34 and 84% in women 25-54.

The network missing from the analysis provided by LBI Media is obviously Hispanic TV giant Univision, but Estrella TV has set a goal of becoming the new #2 in US Spanish television, so its targets are NBC Universal’s Telemundo and Univision’s junior net, TeleFutura.

LBI Media noted that “Premios” also attracted a roster of high-caliber advertisers, such as McDonald’s, Verizon Wireless, T-Mobile, Taco Bell, Metro PCS, Cazadores Tequila, El Rodeo, El Parral and Blue Ribbon Rice. Additionally, Tecate was the presenting sponsor, awarding Andres Marquez “El Macizo” with the Artist with Character honor.

“‘Premios’ was a success on every level – viewers, advertisers and attendees. The event illustrates how our broadcast and radio assets compliment one another to deliver outstanding programming that drives great ratings and unique advertising opportunities. With an ever-increasing audience base, Estrella TV programming has compelling qualities and innovative production values that distinguish it above our competitors,” said Lenard Liberman, Executive Vice President of LBI Media.

Highlights of 2009 “Los Premios de la Radio” included Alejandro Fernandez receiving the tribute award “Los Grandes de México,” Fernandez’s “Sin Tantita Pena” and “Estuve” performance and Jenni Rivera closing the show with a compilation of her greatest hits. A packed house of 8,000 Nokia Theatre attendees also enjoyed an evening that was punctuated by segments from Estrella TV’s stable of comedians. Award recipients include:

2009 Artist of the Year                        Jenni Rivera
Best Female Artist                              Jenni Rivera
Best Male Artist                                  Espinosa Paz
Best New Artist of the Year                   Larry Hernandez
Best Norteño Group                             Intocable
Best Norteño Song                              Los Tucanes de Tijuana’s “Se Fue Mi Amor”
Best Banda Group                               La Arrolladora Banda el Limon
Best Banda Song                                Banda el Recodo’s “Te Presumo”
Best Duragnuense Group                    Los Alacranes Musical
Best Duranguense Song                     Grupo Montez de Durango’s “Espero”
Best Corrido                                         El Compa Chuy’s version of “El Corrido del Katch”
Best Rhythmic Song                            “El mechon” by Banda MS
Most Handsome Artist                         Espinoza Paz

In addition to its Tuesday night simulcast on KRCA, “Los Premios de la Radio” aired on Wednesday, November 11th across the Estrella TV network.