MIAMI — Does “Kingpin” have a future en espanol?
The fate of the drama about a Mexican family and its drug-cartel business won’t be known until NBC’s upfront presentation in May.
However, in the third round in so many months for the NBC Studios/Spelling Television production — after its NBC debut in February, a more graphic version subsequently ran on pay TV — the dubbed “Kingpin” failed to translate into ratings gains for the Peacock’s Hispanic subsid Telemundo.
Telemundo aired “Kingpin” April 9-11 and April 14-16 at 10 p.m., filling the timeslot previously taken by “La Isla de Tentancion.” In its first week, “Isla” had averaged a 6.2 Hispanic ratings points, slipping to an average of 3.8 points in week two, before climbing back up to 4.3 points by week three, for an average of 4.5 points for its run.
“Kingpin” bowed on April 9 with an average rating of 5.1 points, but its performance was eroded each subsequent night, to 3.4 points by night five, Tuesday. (Ratings were not yet available for the Wednesday finale).
Telemundo’s rival Univision crowed that “Kingpin” failed to make a dent in its lead in the Spanish-lingo ratings.
“In the Monday-to-Friday 10-11 p.m. time period, the Univision networks are averaging an 83% share among Hispanic adults 18-49 versus Kingpin,” a spokeswoman said. (Data included Univision’s second net Telefutura and cabler Galavision). “This represents an increase of five percentage points… prior to ‘Kingpin.'”
“Kingpin” was up against popular Univision fare such as variety/entertainment show “Don Francisco Presente” (16.5 points on April 9), a special edition of “Casos de la Vida Real” (19.7 points on April 11), and talker “Cristina” (18.7 on April 14).
The Univision spokeswoman acknowledged that “Kingpin” increased Telemundo’s teen ratings by 17%, but asserted that Univision has a bigger share of teens in the timeslot.
Univision noted that the series attracted more Hispanics on NBC than it did on Telemundo.