Telemundo gains in primetime auds

For the quarter, net averaged a 3.4 rating

NBC Universal-owned Telemundo said it registered its seventh consecutive month of primetime viewership gains in December, boosting its fourth quarter results among Hispanic auds.

For the quarter, Telemundo averaged a 3.4 rating, or 685,000 viewers, during weeknight primetime in adults 18-49, up 17% over its 2.9 average of a year ago, using the Nielsen National Hispanic Television Index (NHTI). In adults 18-34, it averaged a 3.4, or 429,000 viewers, up 26% from the 2.7 it averaged in the fourth quarter of 2004.

The fourth quarter marks the network’s best quarterly performance to date in the 18-34 and 18-49 demos, Telemundo said.

For the month of December, Telemundo said that in weekday primetime, it averaged a 3.5 rating in adults 18-49 (721,000 viewers), representing a 23% share of Spanish-language broadcast television. The monthly rating edged up from a 3.3 in November and compares to a 2.7 in December 2004.

The net’s December share of 18-34 Hispanic auds was also 23%, with a 3.6 rating (456,000 viewers), compared to a 2.6 in December 2004.

In December, both Telemundo and bigger rival Univision announced they had struck deals to join Nielsen’s National Television Index.

Univision has been rated alongside the English-language nets since Dec. 26. Telemundo won’t be included in the NHTI until later this month.

Telemundo and Univision are continuing to subscribe to the NHTI, which only measures Hispanic auds, through September 2007, when the index will be phased out in favor of a single system for all nets.

For now, Univision’s Telefutura network remains only in the NHTI, and fledgling net Azteca America is expected to join the Nielsen Hispanic index this month.

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