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Univision breaks aud records in Q4

Viewership by Hispanic adults 18-49 jumped 8%

MIAMI — U.S. Spanish-lingo media company Univision Communications said its flagship Univision Network broke previous primetime and total-day audience records in the fourth quarter, bringing in its biggest auds among Hispanics 18-49 and 18-34 in its history.

Primetime viewership by Hispanic adults 18-49 jumped 8% to 1.91 million people vs. the fourth quarter of 2003; total day viewing increased by 5% to 897,000 people.

In the younger 18-34 demo, the primetime audience rose 17% to 1.24 million Hispanics. Total day viewing in Hispanic adults 18-34 was up 12% to 574,000 people.

During the quarter, Univision said it broadcast 49 of the top 50 programs in Hispanic adults 18-49 and delivered more Hispanics 18-49 and 18-34 during primetime than the big four English-language networks and Telemundo combined.

Univision noted that its primetime viewership in adults 18-49 of 1.9 million was more than twice that of Telemundo’s 562,000, citing Nielsen statistics.

The network’s primetime novela block fueled the increase, Univision said.

The October finale of “Amarte es mi pecado” (My Sin Is Loving You) was the second-highest wrap for a sudser in Univision, drawing 3.1 million viewers. Televisa novela “Amor real,” an enormous success in its native Mexico and in international territories, saw a record novela preem, attracting nearly 2.4 million viewers. Still on the air, the historical drama “Amor real” is the most watched novela ever on Univision.

Overall, the novela block (7-10 p.m.) saw viewership climb 29% among adults 18-49 to 2.55 million, and 37% in adults 18-34 to 1.7 million compared with the end of the third quarter of 2004.

Univision’s first foray into reality programming was an apparent success. It launched the “Newlyweds”-style show “Lo Veremos todo con Niurka y Bobby” during the quarter. The look at the lives of a celebrity couple brought in 2.17 million viewers 18-49, 15% more than a year earlier, and 25% more adults 18-34 at nearly 1.5 million.

Univision’s second broadcast network, TeleFutura, which launched two years ago, continues to build its audience.

During the 2004 fourth quarter, TeleFutura’s adult 18-49 audience rose by 34% to 452,000 in primetime and rose by 40% for all day to 286,000 compared with a year earlier.

The 18-34 aud jumped 41% to 298,000 in primetime and 46% for all day to 194,000.