As the Latino World Turns in L.A.’s Market

The influence of Southern California’s growing Latino population--already reflected in the local ratings of Spanish-language radio--received a dramatic demonstration in television this week in the form of a top-rated performance by KMEX-TV.

The Spanish-language UHF station beat all seven network-owned and independent stations occupying stronger VHF dial positions at 8 p.m. Monday, drawing the biggest audience in its history with the soap opera “La Usurpadora.”

KMEX attracted more than 10% of Los Angeles-area households in that hour, or about 530,000 homes. Those results surpassed “Cosby,” “20/20,” an NBC movie and the “TV Guide Awards” on network-operated stations.

The program was watched in a staggering 41% of local Spanish-speaking homes, based on Nielsen Media Research data. That’s roughly equivalent to the percentage of households nationally that tuned in to Super Bowl XXXIII on Sunday.

The series’ viewership has waned a bit since Monday, although it continues to do well on a competitive basis. The nightly serial ranked third in its time slot this week through Thursday, which marked the opening of the February rating sweeps.

Described as a tale of “love, deceit and blackmail,” featuring actress Gabriela Spanic in a dual role, “La Usurpadora” has also delivered time period-winning ratings on sister Univision network stations in Miami and San Antonio. More tepid results have been recorded in other large markets, such as New York and Chicago.

Known as telenovelas, Spanish-language soaps generally run for about six months. “La Usurpadora” premiered on KMEX in January and will extend at least through May, a spokeswoman said.

Univision attributes part of the network’s overall ratings increase to reaching bilingual viewers who may have previously watched English-language fare.

A 1997 Arbitron study found nearly 4 in 10 Latinos in L.A. characterized themselves as bilingual. Another 27% of respondents were predominantly Spanish-speaking, while an equal number said they were English-dominant.

The bilingual audience, then, amounts to a sort of swing vote that can significantly boost Spanish-language ratings if won over. Network officials say word of mouth about “La Usurpadora” has spread from Mexico and parts of Latin America, where it has already aired.

The potential clout of the local Spanish-language audience has been demonstrated in the more fragmented medium of radio. In July, eight Spanish-language stations in the L.A.-Orange County area (out of a total 47) accounted for more than 22% of the listening audience.

Spanish-language FM outlets KSCA (101.9), KLVE (107.5) and KLAX (97.9) also topped the latest Arbitron ratings released last month, the last tied with hip-hip station KPWR-FM (105.9).

Beyond Los Angeles’ ethnic diversity, the market has always differed sharply from national ratings--a discrepancy that usually favors newer, upstart networks.

CBS, for example, currently ranks No. 1 in prime time nationally but its local outlet, KCBS-TV, has long languished in the ratings, including a fifth-place prime-time finish during the November sweeps, behind Fox’s KTTV and KTLA, which broadcasts WB network programs.

The WB, and to a lesser extent Fox, enjoy less privileged channel positions in smaller cities around the country, many of which feature only three VHF stations in the 2 to 13 dial range. By contrast, they compete on a more even keel locally on channels 5 and 11, respectively.

Times staff writer Kevin Baxter contributed to this story.