Telemundo is #2 Spanish-Language Broadcast Network in First Quarter and March 2010 in Key Dayparts and Demos
Telemundo, a leading producer of high-quality content for Hispanics in the U.S. and audiences around the world, announced its March NTI results today. Telemundo is the only major Spanish-language television network with month-to-month momentum over February 2010.
Strong delivery of novelas at 9pm and 10pm have solidified Telemundo as the #2 Spanish-language network among Adults 18-49 (650,000), Women 18-49, Adults 18-34 and Women 18-34 during Monday through Friday prime. According to Nielsen Media Research, the network has seen a +13% increase over its Adults 18-49 delivery for February 2010 (575,000) in Monday through Friday prime while Univision and Telefutura have seen declines of -17% and -5%, respectively. Among total viewers (Persons 2+), Telemundo has gained +9% compared to the prior month (1,055,000 vs. 965,000).
Year-over-year, Telemundo rose +13% among Adults 18-34 (404,000 vs. 359,000), +6% among Women 18-49 and an impressive +30% among Women 18-34 in Monday through Friday prime. March 2010 marks the eleventh straight month that Univision has experienced a year-over-year decline in Monday through Friday prime among Adults 18-49.
Telemundo is also reporting double-digit leads over Telefutura among coveted female demographics, including +18% among Women 18-49 and +31% among Women 18-34 in Monday through Friday prime.
Telemundo also maintains its second place position in Monday through Sunday prime among Persons 2+, Adults 18-49, Adults 18-34, Women 18-49, Women 18-34 and Men 18-34. The network delivered 608,000 Adults 18-49 in this daypart in March 2010, a +7% increase over February 2010 (567,000). Telemundo also delivered 991,000 total viewers (Persons 2+) in Monday through Sunday prime in March, a +4% increase over the prior month (955,000). Telemundo also experienced growth in all of the Women and Men 18-49 and 18-34 demographics.
The network holds leads of +19% and +29% among Women 18-49 and Women 18-34, respectively, over Telefutura in Monday through Sunday prime and a +8% advantage in Adults 18-49 in the same daypart.
First Quarter 2010
Telemundo was the #2 Spanish-language broadcast network in First Quarter 2010 in all of the various prime rotators (Mon-Fri prime, Mon-Sun prime and General Market prime) among Adults 18-49, Adults 18-34, Women 18-49 and Women 18-34. In addition, Telemundo was #2 among Men 18-34 in Mon-Sun prime.
More than 5.9 million people have viewed “Donde Esta Elisa” since its premiere on March 8 and, on average over 1.3 million total viewers (Persons 2+) tune in to the successful new novela each night. “Donde Esta Elisa” is averaging 828,000 Adults 18-49 premiere-to-date and delivered a high of 963,000 in the key demographic on March 25. The novela’s wide appeal has lifted Telemundo’s delivery by impressive percentages across all key demographics compared to the February 2010 time period delivery, nearly doubling the Women 18-49 and Women 18-34 audiences.
“Donde Esta Elisa” has been the #1 Spanish-language program at 10pm across various demographic groups on seven nights over the month of March – March 10, March 12, March 16, March 18, March 22, March 23 and March 25.
“Perro Amor” continues to deliver strong ratings in the 9pm time period, averaging 719,000 Adults 18-49 in March, a +14% increase compared to February 2010. It delivered its highest-rated telecast among Adults 18-49 on March 1 with 878,000 and reported its strongest weekly average the same week with 750,000 Adults 18-49. The novela averaged over 1.1 million total viewers in March, a +13% gain over February 2010.
Rumbo al Mundial four friendly matches in 2010, brings the 2010 MNT average to 2.6 million total viewers (Persons 2+) and places ahead of the five 2009 friendly matches by +13%. Among Adults 18-49, MNT friendly matches are ahead of the 2009 matches by +17% and by 5% among Adults 18-34. The Mexico vs. Korea game was the second highest rated program in its time period across all Spanish-language stations in Los Angeles among Adults 18-49. The game was the highest rated sporting event in Los Angeles and the second highest in Houston and San Francisco among the Men 18-49 demographic regardless of language.
Futbol Liga Mexicana has also seen a healthy growth in local markets. Among Adults 18-49, Telemundo has seen growth of +25% in Los Angeles, +11% in Houston and +20% in Dallas. Among Adults 18-34, FLM grew in key markets- +30% increase in Houston and +14% in Dallas.
On the local front and among Spanish-language stations, Telemundo delivers #1-ranking programming across various time periods. “Caso Cerrado” is the #1 program in Adults 18-34 and Adults 18-49 in New York and Miami. “Al Rojo Vivo” ranks as a #1 program in New York among Adults 18-34 and Adults 18-49, while “El Clon” ranks #1 in Miami among Adults 18-34. “Perro Amor” and “Donde Esta Elisa,” Telemundo’s popular novelas, rank #1 in both New York and Miami among Adults 18-34. Additionally, late local news in New York is #1 among Adults 18-34 and #1 in Miami among Adults 18-49.
mun2 reported its highest March delivery in the history of the network, with double-digit growth during primetime versus March 2009. The network delivered a +41% increase over the prior year among Adults 18-34 in Monday through Friday prime and a +20% increase in total viewers (Persons 2+) year over year in the daypart. March 2010 marks the highest March delivery for mun2 in its key Adults 18-34 demographic in the network’s history. Demographics which also saw primetime growth include +31% in Persons 12-34,+57% in Adults 18-49, +11% in Persons 12-17,+22% in Persons 12-24,+17% in Women 18-34,+55% in Men 18-34, +25% in Women 18-49 and +73% in Men 18-49.
mun2’s new reality show “The mun2 Look”, which debuted in the quarter brought triple-digit growth to the time period among Persons 18-34 (+750%) and Persons 18-49 (+133%).
The network’s “Decisiones Extremas” hit a high of 172,000 viewers among Adults 18-34 in March 2010, the largest program delivery ever in the history of the network. During Mar 2010, “Decisiones Extremas” averaged 83,000 Adults 18-34, a +60% month-over-month (52,000). “18 & Over,” mun2’s top original program, delivered +79% growth compared with February 2010.
Unique visitors to Telemundo.com increased +38% year-over-year, while page views saw an astounding year-over-year growth of +218%. Visitor engagement in March 2010 has increased +130% over the previous year and has been one of Telemundo’s best months with respect to engagement.
Unique visitors to Holamun2.com, mun2’s online home, have increased by +73% year-over-year. Page views have grown +11% over February 2010, while visitor engagement is +30% higher than the previous month.
Telemundo International launched 11 Telemundo original productions in 19 countries in March. These novelas include: Donde Esta Elisa in Peru; Perro Amor in Colombia; El Clon in Mexico and Panama; Mas Sabe el Diablo in Croatia; Bella Calamidades in Colombia, Bulgaria and Croatia; El Cuerpo del Deseo in Farsi, Brunei and Slovakia; El Juramento in Romania and Mexico; El Rostro de Analia in Romania; La Tormenta in Spain; Los Plateados in Ecuador and Amarte Asi in Colombia.
Source: NTI, live+same day, 2/23/09-3/29/09 vs. 3/1/10-3/28/10; 12/29/08-3/29/09 vs. 12/28/09-3/28/10; mun2 NHI, LIVE+SD IMP; Mar’10 (3/1/10-3/28/10) vs. Mar’09 (2/23/09-3/29/09). DE = M-W 10p 3/3/10; 18 & Over = Sat 1p PAV; Digital-Ominiture