June 14, 2006

Every now and then, you come across a number that reminds you of what your community is really like, and how irrelevant our focus is upon certain issues: last Sunday's World Cup game between Mexico and Iran, broadcast on both ABC and Univision, drew a 40 share in Los Angeles. That's 40% of the combined sets that were on at the time, tuned into a soccer game. Three-quarters of that audience saw the game on the Spanish language channel, a UHF station. Univision's local ratings for the game, broadcast at 9:00 a.m., were 68% higher than for the NBA Finals played in prime time that same night.

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