Telemundo often gets lost in the shadow of rival Univision, but the Spanish-language broadcaster is picking up ratings steam of its own.
The NBCU-owned network is wrapping up its most-watched February to date, averaging 1.32 million viewers in primetime for the sweeps month and 676,000 adults 18-49. This puts it up by double-digits vs. last year in both categories.
While Univision leads the Spanish-language broadcast pack — and will finish fourth among all broadcasters for the month among young adults, ahead of NBC — Telemundo has pulled closer to the CW (1.73 million), the No. 6 broadcaster for the month.
It also has opened up some distance between it and No. 3 Spanish-language broadcaster UniMas, averaging 86% more total viewers (1.32 million vs. 711,000) and 71% more adults 18-49 (676,000 vs. 395,000) through Sunday.
Leading the way for Telemundo this month has been hit novela “La Patrona” (The Boss), which surged last week above 2 million viewers and 1.1 million adults 18-49. The net notes that during the month, the stripped weeknight series about a female miner, which bowed in January, topped competing broadcast programs “Touch” (Fox) and “The New Normal” (NBC) in adults 18-49.