For years Discovery en Español has been second only to Univision’s Galavision among cable/satellite channels targeting US Hispanics. That hasn’t changed, even as numerous new competitors have entered the market. What Discovery en Español execs are most proud of, though, is that it is becoming a stronger #2, narrowing the gap with the leader.
Q1 of 2012 was the network’s best quarter on record in prime time (7-11 pm) among Households and the People 18-49 demo. The network also saw its highest quarter ever among P18-34 and P25-54.
Discovery en Español captured the #1 ranking at 10:00 and 11:00 pm. The network says it dominated (Mon-Fri) among P18-34, 18-49, and 25-54 at 10:00 pm. These increases are attributed to top performing series in this timeslot, which drew 2.4 million viewers throughout the quarter, among these: Crimenes Millonarios (1.3 million viewers) and Pesadilla en la Ciudad (1.1 million viewers). Similarly, the 11 pm hour delivered a #1 standing among P, M, F 18-34 as well as P, M 18-49 and 25-54, driven by popular shows such as: Aficionados a las Armas and Armas del Futuro.
In addition, Discovery en Español maintained its #2 position in primetime (7-11pm Mon-Sun) for the third consecutive year among (P,F,M 18-34, 18-49 and 25-54). These numbers (Q1 2012) represent an increase of +8% in the network’s core audience of P18-49 compared to the same period last year, and of +7% among Hispanic Households. A strong component of this growth was the network’s female audience, posting a 22% increase among F18-49 versus Q1 2011.
Also notable, the network said, is that Discovery en Español topped the quarter with its popular Discovery Presenta block, which continued to capture large audiences on Sunday nights with strong programs and specials including its top performing original production Deportados which brought in 171K P18-49.
Source: Nielsen NPower, NHIH Live + SD, time period impressions Mon-Sun 7p-11p, 1Q12