No “Summer Doldrums” at Univision As Audience Grows While English-Language Audience Declines Double-Digits During July Sweep
With the July Sweep period coming to an end, Univision has bucked the broadcast television industry’s downward trend and seen growth in virtually every audience demographic, while the combined audience of its English-language competition has declined. This is especially impressive as the following results are based on all television viewing, regardless of language, measured against all broadcast and cable networks on the same playing field.
Based on 27 nights of the July Sweep period, Univision captured the #2 network ranking among all Adults 18-34 (+3%), not just Hispanics, while the combined audience of the English-language broadcast networks declined -11%.
Unlike its English-language competitors, Univision’s primetime features the kind of culturally relevant programs viewers can’t get anywhere else. Thanks to its unique lineup of hit novelas, news and entertainment programs and specials, according to the Nielsen Television Index (NTI), Univision was the #1 network on 9 out of the 27 nights among Adults 18-34, and 4 out of 27 nights among Adults 18-49 thus far in the July 2008 Sweep period.
In addition, Univision was the #1 broadcast network in the Monday to Friday 8pm-9pm hour among all major demographics thanks to the hit novela “Al Diablo con los Guapos” (Down with the Beautiful), and during the Sweep beat such English-language programs as CBS’s “CSI: Miami,”"Big Brother,”"How I Met Your Mother,”"Big Bang Theory,”"Greatest American Dog,”"Swingtown,”"Without A Trace,”"Cold Case” and “Ghost Whisperer;” ABC’s “I Survived A Japanese Game Show,”"The Mole” and “Hopkins;” NBC’s “American Gladiators” and “Last Comic Standing;” and CW’s “Gossip Girl” among Adults 18-34.
During a time when advertisers traditionally experience difficulty in reaching consumers, Univision’s unique growth story is especially welcome.
Sweep Overview – During the July 2008 Sweep
— Univision has posted 10 out of the top 30 shows in primetime among Adults 18-34
— Univision is ahead of last year’s July 2007 Sweep performance in primetime among Total Viewers 2+ (+6%; 3,288,000), Adults 18-34 (+3%; 1,075,000), Adults 18-49 (+4%; 1,852,000), Adults 18-24 (+6%; 347,000), Men 18-49 (+4%; 841,000), Women 18-49 (+3%; 1,010,000), and Kids 2-11 (+5%; 442,000)
— Univision has outdelivered at least one or more of the English-language broadcast networks (ABC, CBS, NBC or FOX) on nearly every night in primetime, or nearly 90% of the time so far (24 out of 27 nights), and 78% of the time (21 out of 27 nights) among all Adults 18-49 since the start of the July 2008 Sweep period
— Univision is the #2 network, broadcast or cable, among Adults 18-34, Men 18-34, Women 18-34, Persons 12-34 and Adults 18-24, beating ABC, CBS, NBC and CW
— In the Monday to Friday 8pm-9pm hour, Univision is the #1 Network, broadcast or cable, among Adults 18-34, Adults 18-49, Adults 18-24, Men 18-34, Women 18-34, Men 18-49, Women 18-49 and Persons 12-34
— “Premios Juventud 2008,” Thurs, 7/17/2008 from 8pm-11pm ET/PT
-- Made Univision the #1 network in America among Adults 18-34, Adults 18-49, Men 18-34, Women 18-34, Men 18-49, Persons 12-34 and Adults 18-24, beating all broadcast and cable networks -- Was the #1 program for the night, broadcast or cable, among Adults 18-34, beating FOX's "Are you Smarter Than a Fifth Grader?" and "So You Think You Can Dance?;" CBS's "Greatest American Dog,""CSI" and "Swingtown;" NBC's "Last Comic Standing" and "Fear Itself;" and ABC's "Ugly Betty,""Grey's Anatomy," and "Hopkins"
— Univision is the youngest broadcast network in primetime with an estimated median age of 34 (ABC: 48, CBS: 56, NBC: 52, FOX: 46, CW: 38, MNT: 47, TeleFutura: 36, Telemundo: 35, Azteca America: 38)
— Univision has out-performed the CW since the start of the July 2008 Sweep among Adults 18-34 and every night but one among Adults 18-49
— Univision averaged nearly 3x the CW Network Adult 18-34 (1,075,000 vs. 377,000; +185%) and Adult 18-49 (1,852,000 vs. 751,000; +147%) audience in primetime for the July 2008 Sweep-to-Date period
— Univision averaged three times more Adults 18-34 (1,075,000 vs. 353,000), Adults 18-49 (1,852,000 vs. 603,000) and Total Viewers 2+ (3,288,000 vs. 1,061,000) than Telemundo in primetime
Source: Nielsen Media Research, NTI July 2008 Sweep-to-Date (07/03/2008-07/29/2008). Primetime defined as M-Sat 8p-11p, Sun 7p-11p. Live+SD.
Locally, Univision stations enjoyed equally impressive July 2008 Sweep results:
-- Univision stations posted the #1 ranking in primetime in following markets: -- Households: Los Angeles, Miami, San Antonio -- Viewers 2+: Los Angeles, Houston, Dallas (tie), Phoenix -- Adults 18-34: Los Angeles, New York, Houston, Dallas, Phoenix, San Francisco -- Adults 18-49: Los Angeles, New York (tie), Houston, Dallas, Phoenix -- Adults 25-54: Los Angeles, Houston, Dallas, Phoenix -- Women 18-34: Los Angeles, Houston, Chicago, Dallas, Phoenix, San Francisco (tie) -- Women 18-49: Los Angeles, Houston, Dallas, Phoenix -- Men 18-34: Los Angeles, New York, Houston, Dallas, Phoenix, San Francisco -- Men 18-49: Los Angeles, New York, Houston, Dallas, Phoenix, San Francisco (tie) -- Among Adults 18-34, Univision's primetime programming resulted in: -- 18 of the top 20 shows in Los Angeles -- 15 of the top 15 shows in Dallas -- 8 of the top 10 shows in Phoenix -- 7 of the top 10 shows in Houston -- 6 of the top 10 shows in New York and San Francisco
— Among Adults 18-34 and Adults 18-49, “Al Diablo Con Los Guapos” outperformed English-language shows that generated summer buzz in primetime such as ABC’s “Bachelorette” and “I Survived a Japanese Game Show;” Fox’s “So You Think You Can Dance;” and NBC’s “America’s Got Talent” and “Baby Borrowers,” among others, in Los Angeles, Houston, Dallas and Phoenix
— Among Adults 18-34, Univision averaged more viewers in primetime than ABC, CBS and NBC combined in Los Angeles, Houston and Dallas. In Los Angeles, Univision averaged more viewers than the combined primetime viewership of ABC, CBS, NBC and FOX among Adults 18-34
Local News Highlights
-- This July, the top two most-watched local newscasts across the ten largest markets in the country are on Univision. During early evening and late local news(1), KMEX Los Angeles ranked #1 while WXTV New York ranked #2 based on average viewer impressions among Adults 18-49 across the ten largest markets in the country. -- Univision stations delivered the #1 6pm (5pm Central) Early Local News, regardless of language, in the following markets: -- Adults 18-34: Los Angeles, New York, Houston, Dallas, Phoenix, San Francisco -- Adults 18-49: Los Angeles, New York, Houston, Dallas, Phoenix, San Francisco -- Adults 25-54: Los Angeles, New York (tie), Dallas, Phoenix -- Univision stations delivered the #1 11pm (10pm Central) Late Local News, regardless of language, in the following markets: -- Adults 18-34: Los Angeles, New York, Chicago (tie), Houston, Dallas, Phoenix, San Francisco -- Adults 18-49: Los Angeles, New York, Houston, Phoenix -- Adults 25-54: Los Angeles, Houston, Phoenix
(1) Early Evening Local News includes local newscasts aired Mon-Fri 6pm-7pm, Late Local News includes newscasts aired Mon-Fri 10pm-12am, exclude irregular newscasts. Comparisons are based on Adults 18-49 average impressions, top 10 NSI DMAs.
Primetime definition: 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. Local news definition: Early – M-F 6-6:30pm ET/PT, 5-5:30pm CT; Late – M-F 11-11:30pm ET/PT, 10-10:30pm CT.
Source: Nielsen Media Research, NSI, July Sweeps through 7/29/08, Preliminary Data, Live. Ties are reflective of rankings by ratings.
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; Galavision, the country’s 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 Televisa’s 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.