KMEX's news, branded as "Noticias 34", is the top-rated newscast among Spanish-speaking viewers in Southern California and often draws more viewers than any of the English-language newscasts (although that has changed recently as Telemundo West Coast flagship KVEA, channel 52, has improved the quality of its newscasts). By 2005, "Noticias 34" led the ratings in the 18-34 and 18-49 demographic at 6 p.m. for the last twelve years, a remarkable feat for any television station. Part of the reason for this is that the Latino population in Southern California is younger than the non-Latino population.