It’s not often that a television network will take pride in saying it is second-best. Estrella TV is perfectly happy with the achievement.
The network’s flagship station -- Liberman Broadcasting-owned KRCA in Los Angeles -- saw its best performance to date in the November Nielsen sweeps.
Among adults 18-49, KRCA ranks No. 2 between 7 p.m. and 11 p.m. Additionally, the station is tops among adults 18-34 in primetime, beating the combined ratings performance of Telemundo station KVEA and UniMás outlet KFTR.
Furthermore, Estrella TV’s programming approach proved to be a winning formula: among men 25-54, KRCA earned a 3.9 share of all Hispanics in the demographic, besting Univision-owned KMEX’s 3.7 share -- in addition to every other Spanish-language station in Los Angeles.
Women also helped make KRCA’s November one to remember: The recently debuted Rica, Famosa, Latina, a controversial reality show featuring the late Jenni Rivera’s sister and other wealthy Hispanic women, finished second to KMEX in its time slot among women 18-49. The show earned headlines on website TMZ three months ago when it reported on a “crazy chick fight” broken up by Beverly Hills, Calif., police officers called to the show’s official launch party.
“The performance of KRCA-TV is complete validation that Estrella TV’s strategy of producing compelling and completely original programming aimed directly at U.S.-based Hispanics is on target,” Winter Horton, chief operating officer of Estrella TV parent LBI Media, said. “We feel we are delivering exactly what Hispanic viewers want to see in entertaining programming but, more importantly, in delivering news and information that no other network is providing.”
Among other November sweeps successes, Estrella TV’s long-running talent competition series Tengo Talento Mucho Talento was No. 2 against all Spanish-language stations in all key Hispanic ratings demographics.
Additionally, the network’s originally produced music awards show Premios de la Radio, now in its 15th year, finished No. 1 among adults 18-34, adults 18-49 and adults 25-54 -- regardless of language -- for its entire Nov. 6 live four-hour broadcast.
KRCA management also said they were happy about the performance of the station’s 11 p.m. local newscast. Noticias 62 was No. 2, regardless of language, among adults 18-34, adults 18-49, men 18-34, men 18-49 and women 18-34 in November.
“For a minority owned, private business to beat all of the biggest broadcast networks in the U.S. is unprecedented and a testament to the strength and sophistication of the Hispanic market,” Horton said. “Audiences are looking for something compelling and different that resonates with their lives in the U.S., and Estrella TV is delivering that content.”
Liberman-owned Estrella TV launched in 2009 and covers more than 85% of U.S. Hispanic TV households.