Net pulls highest average primetime to date among Hispanic auds
MIAMI — Hispanic auds were in a lather for primetime soap operas during November sweeps: Spanish-lingo media group Univision Communications said it pulled in its highest average primetime audiences in any sweeps to date among Hispanic adults 18-49 and 18-34.
Univision measures primetime as 7-11 p.m.
Primetime viewership of the flagship Univision Network jumped 6% among Hispanic adults 18-49 from a year ago (to 2 million viewers). Among Hispanics 18-34, viewership jumped 13% to 1.3 million.
Popular telenovelas from Mexico’s Televisa, which air from 7 p.m. to 10 p.m., drove the network’s success, Univision said. The novela block added 310,000 viewers 18-34, an increase of 23% over the November 2003 sweeps, and 289,000 viewers 18-49, a rise of 13%.
Univision claimed to attract more Hispanics 18-34 and 18-49 than the five English-lingo networks and rival Spanish-lingo net Telemundo combined.
Two long-running original Univision productions — Monday 10 p.m. talker “Cristina” and variety show “Don Francisco Presenta,” which airs Wednesdays at 10 p.m. — garnered their highest sweep increases with Hispanics 18-49 and 18-34, Univision said.
As compared with last year, the “Cristina” aud grew by 38% among Hispanics 18-49 (to 2.3 million) and 49% among Hispanics 18-34 (to 1.45 million). “Don Francisco Presenta” climbed 13% in the 18-34 demo to 1.27 million and 6% among the 18-49 demo to 2 million.
Univision bowed its first reality series, a Spanish-lingo takeoff of MTV’s “Newlyweds” called “Lo veremos todo con Niurka y Bobby” (We see everything with Niurka and Bobby), Nov. 9. The Tuesday 10 p.m. show has attracted 12% more 18-49 viewers (to 2.24 million) than did “Casos de la Vida Real Edicion Especial,” which aired in the same timeslot a year ago, and 19% more Hispanics 18-34 (to 1.52 million).
Univision sister network TeleFutura experienced an average 51% increase during sweeps among Hispanics 18-34 in primetime and an increase of 41% in Hispanics 18-49.