Wth second quarter ratings up 13%, the company’s Spanish language TV stations reported local sales up 4% and national up 23%.
Tipping their hats to the World Cup and improved audience measurement of Spanish language TV, executives at Entravision Communications reported a 4% increase in second quarter local TV sales, and a 23% jump in national spot TV sales.
Nielsen’s inclusion of Spanish language TV in its NTI ratings gave the company’s TV outlets a 13% ratings bump during the quarter overall, and a 25% increase in news ratings.
Not all of the good news resulted from World Cup telecasts, which drove triple digit ratings increases on Entravision’s TV outlets in Las Vegas and Washington, D.C. Also driving results was an automotive category that grew 29% on the TV stations between second quarter 06 and the same period a year ago. That included a 30% gain in auto advertising in April, an 18% jump in May and a 40% increase in June.
The company also experienced healthy increases in retail and telecommunications advertising.
“Nielsen’s inclusion of Spanish language TV in the NTI has created a more level playing field,” said company chairman and CEO Walter Uloa.
Entravision booked $500,000 in political revenues in during second quarter, and has logged $250,000 so far in third. The company expects its political revenues will total about $4 million this year, with $3.5 million of that going to its TV outlets and the rest to radio. That’s down from $6.4 million logged in 2004, a presidential year.
For more on Entravision’s second quarter earnings, go to www.entravision.com.