Univision Outdelivers Abc, Nbc, Cbs, or Fox Nearly Every Night During May Sweep

05/21/08 . Rosemary Mercedes

In Key Markets, Univision #1 in Primetime, Outperforming ìAmerican Idol,î ìDancing with the Stars,î and ìGreyís Anatomyî KMEX-TV in Los Angeles #1 Station in Entire U.S., Regardless of Language

Miami, FL — With one day to go during the May sweep period, Univision continued its competitive momentum by outdelivering at least one or more of the English-language broadcast networks, ABC, CBS, NBC, or FOX, on 26 out of 27 nights, or nearly every single night, among all Adults 18-34.
In Los Angeles, Univisionís KMEX-TV was the #1 station in the entire U.S., regardless of language, among all Adults 18-49. In addition, Univision stations in a number of key markets ranked #1 among Adults 18-34, Adults 18-49, Women 18-34, and Men 18-34.
According to the Nielsen Television Index (NTI), for the 10th consecutive sweep, Univision ranked as the 5th most-watched broadcast network in primetime among Adults 18-49, for all viewers, regardless of language, beating all other broadcast and cable networks to get there.
Overview – During the May 2008 Sweep

ï With its all original, no repeat primetime programming, Univision had strong audience increases in overall primetime versus May 2007 Sweep
o Adults 18-24  +29% (452,000 vs. 351,000)
o Adults 18-34  +3%   (1,225,000 vs. 1,189,000)

ï Thanks to a particularly strong line-up of hit novelas, primetime talk, and newsmagazine programs, Univision outdelivered ABC, CBS, NBC or FOX on nearly every single night since the start of the May 2008 sweep (26 out of 27 nights, or 96% of the time) among all Adults 18-34

ï While Univision showed impressive increases among young adult viewers, the English-language broadcast networks (ABC, CBS, NBC, FOX,  CW, and MNT) combined primetime audience was down by -18% among Adults 18-34 and -25% among Adults 18-24 versus the May 2007 Sweep

ï Univision ranked #1 on 4 out of 27 nights among all Adults 18-34, beating all the English-language broadcast networks
ï Among all Adults 18-49, Univision beat ABC, CBS, NBC or FOX on 6 out of 27 nights, or 22% of the time during the May 2008 sweep period

ï Univision had an overall +64% and +47% advantage over the CW network among Adults 18-34 and Adults 18-49, respectively, for the May 2008 Sweep period, beating this network on every single night that it programs

ï Univision was the #5  broadcast network among  Total Viewers 2+, Adults 18-49, Women 18-49, Men 18-49 and Teens 12-17

ï Univision was the #3 broadcast network among Adults 18-24 and Adults 18-34, beating CBS, NBC and CW

ï Univision delivered nearly four times more Total Viewers 2+ (3,610,000 vs. 988,000), Adults 18-49 (2,039,000 vs. 548,000) and over four times more Adults 18-34 (1,225,000 vs. 298,000) than Telemundo in primetime

Program Highlights – During the May 2008 Sweep

ï ìAl Diablo Con Los Guaposî (Down With The Beautiful), the hit Univision novela,  helped the network rank as the #1 broadcast network among all Adults 18-24 and Men 18-34 in the Monday to Friday 8pm-9pm hour and the #2 broadcast network among Adults 18-34, Women 18-34, Persons 12-34 (beating ABC, CBS, NBC, and CW)

ï ìFuego en la Sangreî (Burning for Revenge) made its debut on Monday, April 28 at 9pm and it was not only Univisionís biggest novela premiere telecast, but the novela also delivered a record-breaking premiere week performance for Univision

ï ìAl Diablo Con Los Guaposî at 8pm  and ìFuego en la Sangreî at 9pm both delivered more Adult 18-34 viewers than popular English-language primetime programs that included: ìRules of Engagement,î ìSurvivor: Micronesia,î ìAmericaís Next Top Model-4,î ìThe Bachelor: London Callingî, ìUgly Betty,î ìWithout A Trace,î ìCSI: NY,î ìNCIS,î ìCold Case,î ìShark,î ìSupernatural,î ìSupernanny,î ìMedium,î ìSmallville,î ìGossip Girl,î ìBeauty And The Geek-3î, and ìOne Tree Hill,î among others

ï Univisionís newsmagazine ìAquÌ y Ahoraî (Here and Now) delivered its highest May sweep performance ever among Total Viewers 2+, Adults, Men and Women 18-34 and 18-49. Versus its May 2007 sweep performance, ìAquÌ y Ahoraî increased its audience by strong margins among Total Viewers 2+ (+19%), Adults 18-34 (+17%), Men 18-34 (+21%), Women 18-34 (+13%), Adults 18-49 (+13%), Men 18-49 (+14%), Women 18-49 (+12%), Adults 18-24 (+36%) and Persons 12-34 (+11%)

ï Univisionís ìSabado Giganteî (Giant Saturday) increased viewership on Saturday nights in the May 2008 Sweep period vs. 2007 among key demographics that included:  Total Viewers 2+ (+9%), Adults 18-34 (+7%), Men 18-34 (+18%), Men 18-49 (+5%), Adults 18-24 (+14%) and Persons 12-34 (+3%)

ï The May 16th grand finale of ìNuestra Belleza Latina 2008,î Univisionís reality/beauty competition, was the #1 program on broadcast television in the 10pm-11pm time period among Adults 18-34 (1.5 million).  For the night, the finale was the #2 program on broadcast television among all Adults 18-34, regardless of language, behind only Univisionís ìFuego En La Sangreî

Source: Nielsen Media Research, NTI (04/24/2008-05/20/2008). Live+Same Day DVR Playback.

Locally, Univision stations enjoyed equally impressive May sweep results.
ï Univision stations posted the #1 ranking in primetime in the following markets:
o Adults 18-34: Los Angeles, New York, Houston, Dallas, Phoenix, and San Francisco
o Adults 18-49:  Los Angeles, Houston, Dallas, and Phoenix
o Women 18-34: Los Angeles, Houston, Dallas, and Phoenix
o Men 18-34: Los Angeles, New York, Houston, Dallas, Phoenix, and San Francisco
ï Univision ranked #1 in Los Angeles during all of primetime among key demos: Total Viewers 2+, Adults 18-34, Adults 18-49, Adults 25-54, Women 18-34, Women 18-49, Women 25-54, Men 18-34, Men 18-49 and tied with KABC as #1 in Households
ï Among Adults 18-34, Univision posted 7 of the top 10 shows in primetime in Los Angeles, 7 of the top 10 in Houston, 8 of the top 10 in Dallas, and 8 of the top 10 in Phoenix
ï Univisionís  hit primetime novela ìFuego en La Sangreî was the #1 primetime program among Adults 18-34, Adults 18-49, Women 18-34 and Women 18-49 in Los Angeles
ï Among Adults 18-34, ìFuego en La Sangreî outperformed top-rated English-language shows such as FOXís ìAmerican Idolî and ìHellís Kitchen,î and ABCís ìDancing with the Starsî and ìGreyís Anatomy,î among others, in Los Angeles, Houston and Dallas

Source: Nielsen Media Research, NSI (Arianna), 04/24/2008-05/20/2008, average ratings, live data.  ìKMEX #1 station in the USî story is based on average impressions for the top 10 US DMAs, live data.

Daypart definitions: Primetime- ABC/CBS/NBC/IND/SLTV Mon-Sat 8P-11P/Sun 7P-11P ET/PT; Mon-Sat 7P-10P/Sun 6P-10P CT and FOX/MNT/CW Mon-Sat 8P-10P/Sun 7P-10P ET/PT; Mon-Sat 7P-9P/Sun 6P-9P CT.  Total day- Mon-Sun 6A-2A.  Local news- based on Mon-Fri program average impressions for head-to-head newscasts only.

Univision Communications Inc. is the premier Spanish-language media company in the United States.  Its operations include Univision Network, the most-watched Spanish-language broadcast television network in the U.S. reaching 97% of U.S. Hispanic Households; TeleFutura Network, a general-interest Spanish-language broadcast television network, which was launched in 2002 and now reaches 85% of U.S. Hispanic Households; GalavisiÛn, the countryís leading Spanish-language cable network; Univision Television Group, which owns and operates 63 television stations in major U.S. Hispanic markets and Puerto Rico; Univision Radio, the leading Spanish-language radio group which owns and/or operates 70 radio stations in 16 of the top 25 U.S. Hispanic markets and 5 stations in Puerto Rico; and Univision Online, the premier Spanish-language Internet destination in the U.S. located at http://www.univision.com Univision Communications also has a 50% interest in TuTv, a joint venture formed to broadcast Televisaís pay television channels in the U.S. Univision Communications has television network operations in Miami and television and radio stations and sales offices in major cities throughout the United States.

For more information, please visit www.univision.net.

Contact: Lara Migliassi
Univision Network
305-640-3711
marketingcomm@univision.net

 

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