Naples Daily News: Univision Southwest Florida once again wins News Spanish TV viewing in the Ft. Myers-Naples DMA

Apr 11, 2016

By Antonio Guernica

Univision Southwest Florida once again wins News Spanish TV viewing in the Ft. Myers-Naples DMA according to the February 2016 Nielsen Sweeps and enjoys tremendous ratings growth Sweeps to Sweeps in Prime Time (M-F 8-11P), News (M-F 6-7P & 11P-12A), Early Fringe (M-F 4-6P) Mornings (M-F 7-11A), Saturday Prime (8-11P) and in practically every Day-Part.

In the M-F News Blocks, Univision SW Florida delivers 27% more Households than any other Spanish TV station in the market. In Early Evening News, D’Latinos, the first and longest-running Spanish TV Program in the Ft. Myers-Naples DMA, followed by the Univision Network News, delivers 38% the Household audience of its closest Spanish TV competitor (M-F 6-7P).

Univision Southwest Florida also experienced extraordinary ratings growth from the November 2015 Sweeps to February 2016 practically across the board. News audience grew 62% (M-F 6-7P & 11P-12A). Prime Time (M-F 7-11P) surged an astounding 83%. Early Fringe (M-F 4-6P) increased 55%, while Mornings (M-F 7-11A) jumped 75%. Saturday Prime (8-11P) more than doubled, growing 114%.

“Our audience unquestionably continues to surge and we’re gratified by these latest results in the ratings,” said Antonio Guernica, General Manager. “Univision SW Florida enjoys significant local coverage advantages over its Spanish TV competitors. Univision is by far the top rated Spanish network, often rivaling its English language competition in audience, and the composition of the local Hispanic audience mirrors that of the national population.”

“We continue to be troubled, however, by the extreme ratings inconsistencies sweeps to sweeps, which lead subscribers to question the validity of Nielsen’s Local Meter Sample in the Ft. Myers-Naples DMA, particularly in accurately measuring viewing to Spanish TV,” Guernica said. “We’ll focus on delivering results for our advertisers not only on Univision SW Florida but also on our Azteca and UniMas Spanish television affiliates as well as in print with our monthly D’Latinos Magazine and our growing slate of digital and social media initiatives.”

Source: Nielsen Media Research, November 2015 and February 2016 Sweeps, Household Ratings, Fort Myers-Naples DMA.

Media Vista Group is a multi-platform Hispanic-owned media company. Its broadcast holdings include Univision and UniMas in Ft. Myers-Naples as well as Azteca America Ft. Myers-Naples. MVG also owns and operates Univision Minneapolis and Univision Kansas City. Its holdings include the D’Latinos program, now in its 13th year of continuous local broadcast; D’Latinos Magazine, a monthly Spanish language lifestyle publication; and, a Spanish interactive portal.

Source: Naples Daily News

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