The newly-launched Estrella TV network doesn’t yet appear in the national ratings, but owner Liberman Broadcasting Inc. (LBI Media) is claiming record results for its flagship KRCA-TV Los Angeles in Nielsen Media Research’s November 2009 Sweeps. KCRA ranked #2 among Hispanic stations in the largest Hispanic market in the country, with LBI touting “a substantial jump in year-over-year viewership across key adult demographics.”
The LBI announcement didn’t mention long-established market leader, Univision’s KMEX-TV, but company executives have said all along that the goal is to claim the #2 spot in Hispanic television – behind Univision and ahead of everyone else.
LBI said Nielsen’s results for LA showed that KRCA’s viewership increased 21% among persons 18-49 during the 7:00 pm to 11:00 pm time period, while Univision and Telemundo both recorded declines. In that same time period, viewership jumped 18% percent among persons 25-54, beating Telemundo, which experienced an 11% decrease in viewership, and Univision, showing a 17% decrease among the same demographic.
“The fourth quarter was a watershed moment for Estrella TV – we successfully launched a network which now reaches approximately 70% of US Hispanics; added new original programs; and produced our 10th Annual ‘Los Premios de la Radio’ awards show – all factors that have contributed to our explosive November Sweeps results,” said Lenard Liberman, CEO and President of LBI Media. “Estrella TV is growing dramatically not only in Los Angeles, as noted by our double digit increases in viewers, but also around the country where our original programming can now be viewed in 19 of the top 25 Hispanic markets,” he added.
According to Nielsen’s November Sweep data, KRCA received a 1.8 rating among adults 25-54 from 3:00 p.m. to 11:00 p.m. weekdays, outpacing Telemundo (KVEA) by 38%. Estrella TV’s newest program, “Tengo Talento Mucho Talento,” achieved a rating of 3.0 among adults 25-54, weekdays 9-10 pm.
Estrella TV produces all of its own programming from its Burbank, CA studios, deliberately counter-programming the imported content that dominates on other Hispanic networks. The slate of original programming includes musical-variety, comedy, scripted drama, talk and game shows.