Posted on 12 November 2016.
Spanish-language viewers flocked to Univision to watch Tuesday’s presidential election night coverage. Univision attracted a much bigger audience than Telemundo.
Univision’s coverage reached 10.1 million Total Viewers 2+, who tuned in to all or part of the three-hour live broadcast, according to Nielsen.
On average, Univision delivered an average audience of 3.3 million Total Viewers 2+, 759,000 Adults 18-34, 1.7 million Adults 18-49 and 1.8 million Adults 25-54, which was up by double-digit margins over its election night coverage in 2012 with both the key 18 to 49 (+10 percent) and 25 to 54 (+16 percent) viewers.
Univision also scored big on the network’s digital platforms. It got over four million unique visitors and more than 39 million page views on Tuesday night making Univision the No. 1 Spanish-language digital destination. Univision Noticias and Univision Política’s Facebook pages achieved an increase of 640% and 800%, respectively, in post engagement on Tuesday night in comparison to the previous day.
Univision’s Facebook Live was also one of the top three most viewed in the U.S. regardless of language drawing in 14.5 million video views.
Telemundo primetime election coverage from 7 to 11 pm was no match for Univision. Although it did very well for the night, Telemundo reached 5.3 million total viewers who tuned in to all or part of 8 to 11 pm live broadcast on election night, compared to Univision’s 10.1 million.
One distinction in the measuring of each network’s overall total viewership is that Univision bases results on 1+ minute qualified audience vs Telemundo’s 6+ minute qualified audience, which can potentially impact final numbers.
Telemundo has seen significant growth in primetime entertainment over the past year. And on November 8, it also saw an increase in viewers of election night coverage, more than doubling its 7 to 11 pm audience from 2012 election night.
According to data provided by Telemundo, the network had a +102% jump in total viewers from 913K to 1.85M and +108% in adults 18 to 49 from 419K to 874K.
Telemundo’s site, apps and Facebook Live generated over 8.8M views for the livestream of the 2016 election results.
* 11/14/16: Story updated to correct data provided by Telemundo. Initially, the network reported 1.85 million total viewers. That number was updated to reflect overall reach of 5.3 million total viewers who watched part or all of the 8 to 11 pm coverage.
Univision Source: Nielsen, NPM, Tuesday (11/08/2016) 8pm-11pm, Live+SD. Reach based on NPM Fast Cume, Persons 2+, 1+ minute qualified audience (short term and long term visitors included). 2012 election coverage based on Tuesday (11/06/2012) 8pm-11pm.
Adobe Analytics and Facebook.
Telemundo Source: Nielsen, NPM, Tuesday (11/08/2016) Batalla Final 8pm-11pm, Primetime coverage 7pm-11pm Live+SD. Reach based on NPM Fast Cume, Persons 2+, 6+ minute qualified audience. 2012 election coverage based on Tuesday (11/06/2012) 7pm-11pm.
Facebook Insights, 11/8-11/9/16, Global Views through the morning after the debate; Site and app from Adobe Analytics, 11/8-11/9/16, US Only