Ready to Reach Hispanic America?

Ratings Success in 2011

12/30/11 . Elizabeth Ellers

As the year comes to an end, Univision is posting big wins among hard-to-reach TV viewers aged 18 to 34 years old.  As one of the top five networks in the U.S. regardless of language, it has had more No. 1 nights than ABC, CBS, NBC or the CW with Adults 18-34. In fact, Univision ranked  as the No. 1 broadcast network among Adults 18-34 on 90 nights – a 13% increase from the nights the network was No. 1 last year and an 11% increase among Adults 18-49 with 39 nights.

For the sixth consecutive year, Univision is set to finish as the No. 1 network on Friday nights among Adults 18-34, ahead of its closest competitor, FOX, by 29%. The New York Times recently recognized Univision’s Friday night ratings stronghold, when it published the story “Friday Night Blight.”

Univision is also set to finish the year as the No. 5 network, regardless of language, for the eighth consecutive year during primetime. And for the third year in a row, it has maintained its fifth-network ranking among all Adults 18-34.

The network will finish 2011 as the broadcast network with the highest concentration of live viewers, with 94% of Univision viewers tuning into primetime in real time, compared with NBC at 79%, ABC at 76%, CBS and FOX both at 75%, and the CW at 68%. This year to date, 17 of the top 20 programs that were most-viewed live were from Univision.

While the U.S. population gets older, Univision continues to deliver younger viewers during primetime in comparison to English-language broadcast networks. On average, Univision viewers are 36 years old, while ABC viewers average at 51 years old, CBS viewers average at 56 years old, NBC at 50 years old, FOX at 45 years old and the CW’s at 37 years old.

Beyond these successes, Univision kicked off the 2012 broadcast year with the December 26th two-hour finale of  “La Fuerza del Destino” (“The Power of Destiny”) which delivered an average audience of 6.2 million total viewers and also made Univision the No. 1 broadcast network among Adults 18-34 and Adults 18-49 for the night.  Following the Monday night finale, Univision moved to the top of primetime ratings on Tuesday night, out-ranking all other broadcast networks among both Adults 18-34 and Adults 18-49 –  thanks in part to the novela “Una Familia Con Suerte” (“A Lucky Family”).

As 2011 comes to an end, we celebrate how Hispanics are changing the TV landscape. In 2012, we look forward to another banner year of content that connects with Hispanic America. ¡Feliz Año Nuevo!

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