Telemundo sets record

Primetime ratings hits new high

Spanish-language network Telemundo said it notched up its strongest primetime adult ratings in the first quarter of 2006, with March a record month.

Telemundo said it was the only Spanish-language broadcaster to attract more auds, while rival Univision and its sibling Telefutura lost viewership.

However, Telemundo remains a distant second among the Spanish-language networks, which have yet to unveil quarterly numbers.

Univision is the fifth-ranked network overall, ahead of the WB and UPN and at times outgunning some of the big four. And Telefutura’s draw in some time slots rivals Telemundo’s.

Telemundo’s primetime audience grew 34% from the first quarter of 2005 among adults 18-49, to an average 3.9 rating, or 789,000 viewers, for an average 25% share of Spanish-language broadcast television.

Among adults 18-34, the quarterly rating averaged 3.8 points, or 476,000 viewers, also for a 25% share of primetime Spanish-broadcast TV. That audience grew 46% compared to the first quarter of 2005.

Perfs improved as the quarter progressed to what Telemundo said was its best monthy showing ever in March. Auds aged 18-49 averaged a 3.9 rating, or 801,000 viewers, during weekly primetime, repping a market share of 27%.

During march sweeps, auds 18-34 averaged a 3.8 ratings, or 473,000 viewers, up 46% over March 2005.

“We have seen quarter to quarter growth in the last four quarters as a direct result from the reorganization of our senior management team back in June,” said Telemundo prexy Don Browne. “We’re on the right track as we move into the Upfront season.”