Network Solidifies Strong #2 Position in Market with Double-Digit Lead Over #3 TelefuturaTelemundo’s Aurora Delivers Substantial Gains at 8pm.
Telemundo, a leading producer of high-quality content for Hispanics in the U.S. and audiences around the world, announced its November NTI results today. Telemundo is the only Spanish-language broadcast network with year-over-year and month-over-month growth during Monday through Friday prime and Monday through Sunday prime among Adults 18-49, Adults 18-34 and total viewers (P2+). Telemundo is also the fastest growing network among Women 18-49 and Women 18-34 this month.
In Monday through Friday prime for November-to-date, Telemundo strengthens its position in the market each weeknight in primetime among Adults 18-49, with a +44% advantage over #3 Telefutura. The network averaged 646,000 viewers among Adults 18-49, a +32% increase over October 2010 (488,000) and +2% over November 2009 (631,000). Adults 18-34 delivered +37% month-over-month growth and +10% year-over-year growth. Among the key female demographics, Telemundo delivered double-digit growth. Among Women 18-49, 389,000 tuned in to Telemundo during Monday through Friday prime, a +31% increase over October 2010 (296,000) and +34% increase over November 2009 (290,000). Women 18-34 saw a month-over-month increase of +35% (173,000) and a year over year increase of +53% (152,000), delivering 233,000 viewers November-to-date. Telemundo also reported 1,149,000 total viewers (Persons 2+) November-to-date, a +23% increase month-over-month (931,000) and +8% increase year-over-year (1,061,000).
In Monday through Sunday prime for November-to-date, an average of 619,000 Adults 18-49 tuned in to Telemundo. In this demographic, the network saw +38% growth over October 2010 (447,000) and +4% growth over November 2009 (597,000). Adults 18-34 delivered +43% month-over-month growth and +11% year-over-year growth. Telemundo’s 340,000 Women 18-49 viewers November-to-date represent +38% month-over-month growth (247,000) and +27% year-over-year growth (267,000), while the 207,000 Women 18-34 viewers in November represent +43% growth over October 2010 (145,000) and +42% growth over November 2009 (146,000). The network reported 1,074,000 total viewers (Persons 2+), a +30% increase over October 2010 (823,000) and +8% increase over November 2009 (996,000).
Season-to-date numbers show that among Adults 18-49 Telemundo has the advantage over Telefutura by double-digits in both Monday through Friday prime (+29%), and Monday through Sunday prime (16%). Among total viewers, Telemundo’s lead is 44% in Monday through Friday prime and 28% in Monday through Sunday prime.
Programming Highlights
In the 7pm hour for November-to-date, Telemundo has experienced faster growth than the competition. The network’s delivery at 7pm more than doubled Telefutura’s performance among Adults 18-49, Women 18-49, Adults 18-34 and total viewers (Persons 2+) and more than tripled Telefutura’s performance among Women 18-34. Telemundo is the only Spanish-language network with a year-over-year increase in the time period for Monday through Friday prime, up +32% among Adults 18-49 while Univision and Telefutura are down -3% and -6%, respectively. Telemundo’s share among the 3 major Spanish-language broadcasters has grown +5 points to a 27% share of Spanish. In addition, compared to last month Telemundo has exhibited the largest percentage growth, up +35% over October 2010 compared to increases of +7% for Univision and +15% for Telefutura.
November-to-date, Caso Cerrado Edicion Estelar is averaging 691,000 Adults 18-49 viewers, and an average of 1.4 million total viewers (Persons 2+) have watched Caso Cerrado Edicion Estelar each night in November.
Aurora has brought substantial gains to Telemundo in the 8pm hour, while Univision is suffering losses with Eva Luna in the time period. Premiere-to-date, Aurora is averaging 831,000 Adults 18-49 and 1.4 million total viewers (Persons 2+). Cumulatively, over 7.4 million people have seen Aurora since its premiere. Compared to the prior 3-week period, Aurora has lifted Telemundo’s 8pm delivery by double-digit percentages across all key demographics, including +36% among Adults 18-49, +31% among Women 18-49 and +21% among total viewers (Persons 2+). Univision has suffered double-digit declines with Eva Luna over the same period, including a loss of -31% among Adults 18-49, -23% among Women 18-49 and -28% among total viewers (Persons 2+).
Telemundo also has momentum in both the 9pm and 10pm hours, delivering double-digit increases over October 2010. Fantasma de Elena is averaging 540,000 Adults 18-49 and nearly 950,000 total viewers (Persons 2+) in November-to-date, rising +32% and +26%, respectively, compared to its October 2010 performance. Alguien Te Mira continues to gain steam in its third month, up +27% among Adults 18-49 (510,000) and +20% among total viewers (Persons 2+) (822,000) in November.
Telemundo’s broadcast premiere of 300 is the top-rated primetime movie in November on Spanish-language TV, ranking #1 among Adults 18-49, Adults 18-34, Men 18-49 and Men 18-34. On average, 1.1 million total viewers (Persons 2+) tuned to 300. November-to-date, Telemundo has aired three of the top five primetime movies this month among Adults 18-49, also including Shooter and The Ant Bully.
(Source: Telecundo – NTI, live+same day, 10/26/09-11/29/09, 9/27/10-10/31/10, 11/1/10-11/22/10; Source: NTI, live+same day, 9/20/10-11/22/10. Prime defined as 7-11pm.)
