Univision most popular
September 10, 2010
Univision was the most popular network among television
viewers aged 18 to 49 years old last week
Univision was the most popular network among television viewers aged 18 to 49 years old last week, the first time a Spanish-language station has beaten English stations in this key demographic in the United States. With Soap Operas and reality tv in reruns aligned with the fact that networks just don't have what we want , a huge void was left for Univision to jump into and jump is what they did . On television, the 18-to-49-year-old demographic is considered so important to advertisers that ABC, NBC and Fox pay more attention to these ratings than they do for complete viewership.
Compared to the other broadcasters, Univision's audience is much younger. Last week, 2.1 million of Univision's prime-time average of 3.8 million viewers were squarely in that demographic according to Nielsen. said. By comparison, only 1.8 million of CBS' 5.7 million viewers were in this group.
Univision has made a conscious decision to attract these viewers, said Cesar Conde, president of Univision Networks. In some cases, that means supporting programming that would be familiar to English-speaking viewers: a reality series "Desafio: La Gran Batalla" ("The Challenge: The Big Battle") is popular now, and a celebrity dance competition is coming in the fall. "The Hispanic demographic connects with this type of programming because of its cultural relevancy," Conde said. "Viewers at the end of the day want to watch high-quality programming that they connect with, regardless of language." Univision's 3.8 million average (1.9 rating, 3 share) easily led the Spanish-language networks. Telemundo averaged 810,000 and TeleFutura 730,000 (both 0.4, 1), Azteca had 210,000 and Estrella 180,000 (both 0.1, 0). In July, Univision beat all the broadcast networks for the month among viewers aged 18 to 34, Nielsen said. With a growing Latino population and that youthful audience, last week's milestone could become commonplace.
