Univision growing young demo news numbers


Univision is out to disprove the common wisdom that young viewers won’t watch news. The network’s flagship evening newscast, “Noticiero Univision,” has been growing its audience in the young demos, even as its English-language competitors continued to post declines.

The US Spanish TV giant says Noticiero Univision consistently grew its news audience in the last seven consecutive months (July 2011 through January 2012) across all Viewers 2+ and in the last three consecutive months (November 2011 through January 2012) among key Adult 18-49 and Adult 25-54 viewers.

One of the key drivers of this performance continues to be Univision Network’s ability to attract audiences that are a generation younger than the competition (a median of 44 years old vs. the median English-language broadcast news audience of 62), the network proudly crowed. In fact, during the month of January 2012, “Noticiero Univision” – co-anchored by award-winning journalists Maria Elena Salinas and Jorge Ramos since 1988 – delivered more young viewers ages 18-34 than “CBS Evening News” (434,000 vs. 418,000), Univision noted. 


In January 2012, Univision says Noticiero Univision:

-Attracted 2.1 million Total Viewers 2+, 434,000 Adults 18-34, 977,000 Adults 18-49 and 1.0 million Adults 25-54.

-Drew in a much younger, more engaged and highly unduplicated audience than its English-Language broadcast evening news counterparts:

A Generation Younger: 44 years old vs. 62 years old.

Tuned In Longer: “Noticiero Univision” (16 minutes), “ABC World News Tonight” (14 minutes), “CBS Evening News” (14 minutes) and “NBC Nightly News” (15 minutes) among Adults 18-49.

Unduplicated Audience: Over 90% of “Noticiero Univision’s” Adult 18-49 audience did not watch any of the English-Language broadcast evening news programming.

Averaged significantly more Hispanic viewers than the combined audience of “ABC World News Tonight,” “CBS Evening News” and “NBC Nightly News”

Two times more Total Viewers 2+ (2,086,000 vs. 942,000)

Nearly three times more Adults 18-34 (431,000 vs. 155,000)

Nearly three times more Adults 18-49 (965,000 vs. 337,000)

Two times more Adults 25-54 (989,000 vs. 411,000)

Among Bilingual Hispanic Viewers:

“Noticiero Univision” delivered 55% more Viewers 2+ than the combined audience of ABC, CBS and NBC’s evening newscasts (930,000 vs. 601,000).

“Noticiero Univision” ranked as the No. 1 broadcast evening news program with twice as many viewers as the combined audience of “ABC World News Tonight,” “CBS Evening News” and “NBC Nightly News” among Adults 18-34 (195,000 vs. 86,000), Adults 18-49 (433,000 vs. 202,000) and Adults 25-54 (416,000 vs. 246,000). 

“Noticiero Univision” delivered significantly more younger viewers aged 18 to 34 than the evening news on English-language broadcast television:
Six times more than “ABC World News Tonight” (195,000 vs. 30,000)
Ten times more than “CBS Evening News” (195,000 vs. 19,000)
Five times more than “NBC Nightly News” (195,000 vs. 37,000)

Source: The Nielsen Company. NPM and NPM-H (12/26/2011-01/29/2012) Mon-Fri 6:30pm-7:00pm, Mon-Fri 11:30pm-12:00am and Sunday 9:00am-11:00am, Excludes Breakouts, Most Current Data. Number of consecutive minutes viewed based on Live data and Unduplicated audience based on a 6+ minutes qualifier.  Based on language spoken by the person.  Bilingual Hispanic defined as Mostly Spanish, Spanish/English Equally and Mostly English, Most Current Data.