Telemundo’s original programming strategy is gaining ground on longtime leader Univision network.
For the first time in its history, Telemundo has edged ahead of Univision in weekday prime with its regular program line-up.
Telemundo was the #1 Spanish-language network among adults 18-49 from 7 to 11 pm on two consecutive nights. It remains to be seen if the two-night win was a fluke, or a trend.
On Tuesday, July 21, the NBCU-owned network beat Univision by +3%. Telemundo averaged 969,000 adults 18-49 compared to Univision’s 943,000.
On Wednesday, Telemundo widened the gap, leading Univision in that same demo and time period by +6% (843K vs. 793K).
Telemundo also scored a ratings win at 10 pm Tuesday, ranking #1 among all broadcast and cable networks regardless of language in adults 18-49.
The network’s hit series, “El Señor de los Cielos,” which airs in that time slot, attracted 1.8 million viewers. On Wednesday, the show dropped to #2 among all broadcast and cable networks regardless of language among adults 18-49 with 1.5 million viewers, dropping behind NBC.
Telemundo has seen tremendous growth in its primetime in the past year. During the second quarter of 2015, the network’s Monday-Friday primetime programming delivered a 32% share among all Spanish-language broadcast networks, up six share points vs. last year among adults 18-49. Telemundo also saw a 12% spike in its weekday primetime, averaging 758,000 adults 18-49 in the second quarter of 2015.
Primetime ratings were driven by the success of Telemundo’s Super Series, “El Señor De Los Cielos.” The third season premiere reached over 3.3 million total viewers, 2.1 million adults 18-49, and averaged 1.46 million viewers among adults 18-49 and 731,000 viewers among adults 18-34, from April 21 to the end of June.
Telemundo previously topped Univision during weeknight prime only 4 other times – but with sports and special programming, not its regular entertainment lineup.
These are Telemundo’s other wins:
9/9/09 – A RUMBO AL MUNDIAL game delivered a 3367K (Mexico vs Honduras)
11/24/11 – Airing of 2 Cantiflas movies (802K), while Univision aired the grand finale of “Mira Quien Baila” and Gran Estreno (586 avg)
10/15/13 – A RUMBO AL MUNDIAL game that delivered a 2812K (Mexico vs Costa Rica)
4/30/15 – Airing of awards show PREMIOS BILLBOARD, which delivered a 1461K
Source:
Nielsen NPM, Live+SD, 7/22/15. Prime based on M-F 7-11 pm strict daypart. El Señor de los Cielos #3 based on 10-11 pm strict daypart.
Nielsen NPM, Live+SD, 7/21/15. Prime based on M-F 7-11 pm strict daypart. El Señor de los Cielos #1 based on 10-11 pm strict daypart.
Nielsen, NPM, Live+SD, 3/30/15-6/28/15 and comparable 2Q periods since 2006. Prime based on M-F 7-11pm strict daypart.
Nielsen, NPM, Live+SD, M-F 10-11pm strict daypart excluding specials, 4/21/15-6/26/15.