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.
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)