Among Spanish broadcast TV stations in the Chicago market Telemundo Chicago (WSNS-TV) has ascended into the #1 position from 9 to 10 p.m. for key demos (including A18-49, W18-49, W25-54, as well as P2+).
This marked growth in prime has been fueled by the mega success of 9 p.m. telenovela, Donde Esta Elisa. This unique “whodunit” drama has achieved the highest ratings the time period has seen since the market went to LPM in 2004. The novela’s primary demo, A18-49, is currently averaging a 1.3rtg NSI, which is an 86% increase since May 2010. Nationally, the telenovela continues to outperform all Spanish-Language broadcast networks on a consistent basis.
The Chicago Telemundo station has also enjoyed impressive growth in ratings and shares for its local news properties. In fact, it’s 10pm newscast, “Noticiero Telemundo Chicago a las 10PM” has averaged a 39% Spanish News Share of A18-49 (which is +16% over May 2010 sweep), and + 11% over 2009 June ratings book.
“While Donde Esta Elisa has been a tremendous advantage for us over the competition, simultaneously, we’ve unfolded a strategic grass-roots marketing campaign that is showing sizable results,” said Celia Chavez, GM/President, WSNS. “Our aggressive marketing campaign has focused efforts in dense Hispanic areas of the Chicago market including outdoor advertising, cross promotions with media partners, and an on-air giveaway promotion.” Chavez, who has been at WSNS’ helm since October, 2009, added that the combination of great programming and the efforts of the entire WSNS team contributed to the current ratings successes.
(Source: Nielsen Chicago NSI Overnight ratings 5/31/2010-6/11/2010)