Novela energizes Univision

Telenovela 'Manana' boosts broadcaster

While all eyes have been on the English-language network fall launches, Spanish-lingo Univision has a story to tell as well.

The net’s telenovela “Manana Es Para Siempre” (“Tomorrow Is Forever”), which airs its finale tonight, is on track to rank as the fourth highest-rated drama in Univision history in both adults 18-49 and total viewers.

“Manana,” which has aired weeknights at 9 since Feb. 23, has powered up the net’s performance in that slot.

According to Univision, the network has averaged the No. 2 ranking in the hour among all nets in the 18-34 and 12-34 demos since “Manana” launched, finishing behind only Fox. It has averaged 5 million viewers, including 2.8 million adults 18-49.

Univision will replace “Manana” on Tuesday with telenovela “Sortilegio” (“Love Spell”).

Meanwhile, as the broadcast networks have mostly abandoned the kids and teens demos, Univision managed to swoop in during premiere week and scored the No. 1 ranking overall among kids 2-11, beating out every other broadcast net.

Univision averaged 450,000 viewers in the demo, ahead of Fox (405,000). But cablers Disney (1.5 million), Cartoon (745,000) and Nick at Nite (538,000) were in front of Univision.

What’s more, Univision doesn’t particularly target the 2-11 demo — telenovelas are hardly kid-friendly; its success could be attributed to more families watching TV together in Hispanic households.

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