Telemundo’s May 30 finale of “La Reina del Sur” (“Queen of the South”) was the highest rated program in the network’s 19-year ratings history, averaging nearly 4.2 million total viewers (persons 2+) and over 2.8 million adults 18-49, according to Nielsen Media Research. The telenovela’s impressive primetime average of 3 million total viewers and 2 million adults 18-49 contributed to Telemundo delivering its best May ever across all key demographics, as it led all other Spanish-language networks as the fastest growing broadcaster among adults 18-49.
Based on preliminary data, the “La Reina del Sur” finale was the #1 broadcast program regardless of language at 10pm last night among adults 18-34, men 18-49 and men 18-34. The telenovela’s finale was #2, regardless of language, behind ABC’s series premiere of “Extreme Makeover: Weight Loss Edition” in the 10pm hour among adults 18-49. The finale of “La Reina del Sur” more than doubled (+125%) the delivery of the network’s previous most-watched finale, “El Clon,” which averaged over 1.2 million adults 18-49 (1,252,000) when it aired on December 10, 2002.
Over the course of its on-air run, “La Reina del Sur” was Telemundo’s most successful novela in the network’s history, reaching 16.6 million total viewers (persons 2+). Last week, Telemundo launched its first-ever Emmy(r) campaign for the telenovela “La Reina Del Sur” and its cross-over star Kate del Castillo (“Weeds,” “Under the Same Moon,” “Julia,” “Trade”). The Emmy(r) campaign will include uploading episodes of the series at the password-protected website of the Academy of Television Arts & Science, a mailing of “For Your Consideration” episodes to Academy members, and advertising in Hollywood trades.
LOCAL HIGHLIGHTS
The finale of “La Reina del Sur” was the highest rated finale among total viewers (persons 2+), adults 18-49 and adults 18-34 in Los Angeles, New York, Chicago, Houston, Dallas and San Francisco since the markets went LPM.
In Los Angeles, the finale of “La Reina del Sur” was #1 across all stations in the market among adults 18-49 in its time period, regardless of language, beating the combined delivery of ABC, CBS and NBC.
“La Reina del Sur” was #1 across all stations in New York among adults 18-49 last night in its time period, beating the combined delivery of ABC and NBC, as well as the combined delivery of Telefutura, CBS, FOX and the CW. It out-performed ABC’s “The Bachelorette” among adults 18-49 by +204%.
The finale of “La Reina del Sur” was also #1 in its time period across all stations in Chicago among adults 18-49, beating the combined delivery of Univision and Telefutura in the time period, the combined delivery of ABC and NBC, and out-performing ABC’s “The Bachelorette.”
In San Francisco, the “La Reina del Sur” finale was #1 among Spanish-language stations in the market in the time period.
The telenovela’s finale was the #1 rated program from sign on to sign off, regardless of language, in Miami.
(Source: Telemundo – The Nielsen Company, Live+SD. 5/30/11, La Reina del Sur based on NPM Fast National Ratings and UNI, ABC, CBS & NBC based on NPM Fast Affiliate Ratings 10:00pm-11:00pm. Reach based on NPM Cume, Persons 2+, 6+ minute qualified audience and full-run data for “La Reina del Sur” based on 2/28/2011-05/26/2011)
