You will be redirected back to your article in seconds

Strong Summer Ratings Help Telemundo Close Gap With Univision

Telemundo is celebrating a strong summer performance in primetime that has allowed the Spanish-language network to pull ahead of the long-dominant Univision in the adults 18-34 demographic for the first time.

NBCUniversal-owned Telemundo has been steadily chopping away at Univision’s lead in the Spanish-language TV arena for the past few years. Under the Comcast regime, NBCUniversal has poured resources into Telemundo. NBCU chief Steve Burke has frequently cited Telemundo and its related Spanish-language businesses as ripe growth opportunities for the Peacock.

In the 2010-11 season, Univision averaged 2.2 million viewers in the adults 18-49 demographic in the Monday-Friday primetime frame, compared to 685,000 for Telemundo. By 2014-15 that gap had narrowed considerably (Univision’s 1.3 million to Telemundo’s 802,000). For the 2016-17 season to date, the margin between the rivals is razor-thin (Univision’s 822,000 to Telemundo’s 790,000). In adults 18-34, Telemundo has a 2% edge for the season to date.

Telemundo’s summer slate has added to its momentum. The returning drama series “El Senor de los Cielos” and new novelas such include “Mariposa de Barrio” and “Sin Senos si hay Paraiso” have kept viewership strong this summer.

For the past four weeks, Telemundo has enjoyed a 30% advantage over Univision in the adults 18-49 demo in Monday-Friday primetime (Telemundo’s 894,000 to 688,000). Univision maintains a 20%-25% advantage in total viewers. Telemundo has also outrated Fox and CW in adults 18-49 for some weeks this summer.

Telemundo has been No. 1 in adults 18-34 among Spanish-language networks for the past six weeks, drawing 391,000 viewers to Univision’s 297,000. Among both networks, the bulk of viewership remains live or within 24 hours of a program’s premiere — in contrast to the English-language networks that are grappling with the migration of audiences to delayed-viewing platforms.

Univision notes that it has a few big guns ready to roll in the fall, including the premieres next month of the second season of the crime thriller “El Chapo” (a co-production with Netflix) and the return of dance competition series “Mira Quien Baila.”

Industry observers say the heightened competition between Telemundo and Univision has been good for the market overall. Both networks are investing more in a wider variety of programming. The two occasionally duke it out over turf, such as the dueling biopic series on Latin music superstar Luis Miguel that both are preparing.

Telemundo’s gains indicate that its strategy of targeting bilingual and U.S.-born Hispanics with programs largely produced in the U.S. and infused with multicultural sensibilities is resonating with viewers. Telemundo is expected to get another boost next year when it adds soccer’s World Cup games to its lineup for the first time.

(Pictured: “El Senor de los Cielos”)

More TV

  • Chilling Adventures of Sabrina

    TV News Roundup: Netflix Drops 'The Chilling Adventures of Sabrina: Part 2' Trailer (Watch)

    In today’s TV roundup, Netflix has dropped the first trailer for “The Chilling Adventures of Sabrina: Part 2” starring Kiernan Shipka, and former “O.C.” star Rachel Bilson has been cast in Fox’s drama pilot “Lovestruck.” CASTING Former “O.C.” star Rachel Bilson is set to play the female lead in Fox’s new drama pilot “Lovestruck.” The [...]

  • Ron Howard and Brian Grazer

    Imagine TV Sets 'Mindscaping' as First China Series (EXCLUSIVE)

    Imagine Television is developing “Mindscaping,” a 24-episode science fiction series written by Oscar Yang (“Medical Examiner Dr. Qin,” “The Ten Deadly Sins”). The series is the first Chinese-language series developed by Imagine Television, part of Brian Grazer and Ron Howard’s Imagine Entertainment group, for a Chinese audience. The show is pitched as an original sci-fi [...]

  • Jim PackerPRESS PLAY: Variety Home Entertainment

    FilMart: Lionsgate's Jim Packer Says Starz Brand is Ready for Global Rollout

    Ahead of his keynote address at Hong Kong’s FilMart this week, Jim Packer, Lionsgate’s president of worldwide TV and digital distribution, shares his plans for Starz international expansion. And he recounts his experience of watching Netflix change up through the gears. Back in 2012, when Lionsgate was still casting “Orange is the New Black,” Jim [...]

  • "The Bow Tie Asymmetry" - Pictured:

    Pilot Season 2019: Multi-Camera Comedies Remain in High Demand

    For the second pilot season in a row, multi-camera comedies have proven to be a hot commodity. The Big 4 have collectively ordered 28 comedy pilots this year, including two animated straight-to-series orders at Fox. Of those 28, 12 are single-cams and 13 are multi-cams (including one multi-cam hybrid at ABC and two at CBS). [...]

  • Contract Placeholder Business WGA ATA Agent

    Hollywood Agents Warn of Losses to Writers Without Packaging Fees

    The bitter war of words between Hollywood agents and writers continues. Agents are warning that the Writers Guild of America’s proposed elimination of television packaging fees will hurt writers to the tune of $49 million annually in commissions. Sources close to the Association of Talent Agents said Monday that the L.E.K. consulting firm has estimated   [...]

  • UFC 235 Mixed Martial Arts, Las

    All UFC Pay-Per-View Events Moving to ESPN+ Exclusively in U.S. Through 2025

    The UFC — in a major jump to digital away from traditional pay TV — inked an expanded pact with ESPN under which all of the mixed martial arts promoter’s pay-per-view events will be available exclusively on ESPN+ in the U.S. for the next seven years. Under the agreement, the ESPN+ subscription streaming service will [...]

More From Our Brands

Access exclusive content