No wonder ABC, CBS and Fox are planning to get into the telenovela game. During its first week of measurement by Nielsen’s national TV ratings service, numero uno Spanish web Univision announced that its novela “Contra Viento y Marea” (Against all odds) beat ABC, NBC, CBS and Fox in the 8:00 to 9:00 pm time slot among the 18-34 demo, both Hispanic and non-Hispanic.
Since December 26, web became the first Spanish-lingo net to be rated by the Nielsen Television index (NTI) alongside English-lingo webs. Its rival, NBC-U-owned Telemundo will follow suit in late January. Univision’s 9:00 to 10:00 pm primetime novela “Alborada” (The Dawn) ranked third overall in its time period among Adults 18-34. During the same week, Univision maintained its usual spot as the fifth most watched web in the country in primetime among the 18-49 demo, just behind Fox.
Univision and its second channel Telefutura continue to subscribe to Nielsen’s National Hispanic Television Index (NHTI). “Our prime time programming continues to deliver record audiences and the results underscore the fact that Univision is a true contender in the ratings race alongside the English language networks by offering its viewers culturally relevant programs they prefer,” said Alina Falcón, Executive Vice President and Operating Manager for the Univision Network. Web joined the NTI to attract more ad coin by enabling media buyers to readily compare Univision data with other nets, something they could not do unless they subscribed to NHTI.