Primetime telenovela block up 51% from a year ago
MIAMI — Univision saw its best primetime February sweep performance in Hispanic adults 18-34 and 18-49 last month.
Compared to February 2004, primetime viewership in adults 18-49 climbed 36% to 2.8 million and jumped 53% in adults 18-34 to 1.56 million.
The primetime telenovela block ending at 10 p.m. attracted 2.8 million adults 18-49, 51% up on a year ago.
Univision noted its primetime 18-49 aud was four times greater than Telemundo’s, at 2.3 million vs. 581,000, citing Nielsen statistics. It drew 1.55 million adults 18-34 in primetime against just 325,000 for Telemundo during the February sweeps.
Univision said it is consistently ranked by Nielsen as the fifth-most-watched broadcast network overall, but that during the sweeps, it edged into the top four in adults 18-34 — Hispanic or not — on 19 nights, with an average of 1.7 million.
It said it was the top-ranked broadcaster on four nights in February in the same demo. Those nights included Feb. 24, when the net aired its three-hour live music kudocast “Premio lo Nuestro” from 8-11 p.m.
During a Feb. 28 conference call to discuss 2004 financial results, Univision executives said they would be seeking to draw audience not only from NBC-owned Telemundo but present a bigger challenge to the English-language broadcasters.