Univision was #1 in America among Adults


Univision blew away the competition last Thursday as the fifth edition of its “Premios Juventud 2008” youth awards show delivered an average audience of 5.2 million viewers 2+, according to Nielsen’s Fast National ratings, and catapulted the network to the #1 ranking for the evening (8:00-11:00 p.m.) among Adults 18-34 (1,910,000) and 18-49 (3,100,000), Persons 12-34 (2,270,000), and Kids 2-11 (690,000). Additionally, 11.2 million people watched some or all of the 3-hour telecast.

 “Premios Juventud 2008” was also the #1 program of the evening among Adults 18-34, besting such English-language fare on the other networks such as FOX’s “Are You Smarter Than a Fifth Grader?” and “So You Think You Can Dance?,” CBS’s “Greatest American Dog,” “CSI,” and “Swingtown,” NBC’s “Last Comic Standing” and “Fear Itself,” and ABC’s “Ugly Betty,” “Grey’s Anatomy,” and “Hopkins.” It was also the #2 program among Adults 18-49 and, along with Persons 12-34, averaged more viewers in those demos than all of the network programs on ABC, CBS, NBC, FOX, and CW with the exception of FOX’s “So You Think You Can Dance?”

The first and only awards show on Spanish-language television that celebrates the preferences of this country’s young Hispanics, “Premios Juventud 2008” enjoyed the following significant audience increases compared to last year’s telecast:

+6% among Viewers 2+
+9% among Adults 18-34
+12% among Adults 18-49
+8% among Men 18-34
+12% among Men 18-49
+9% among Women 18-34
+12% among Women 18-49

Source: Nielsen Media Research, NTI Fast Ratings for Premios Juventud & NTI Fast Affiliates for the E-L networks, 7/17/2008, Thursday 8pm-11pm. Live+SD.

Locally, “Premios Juventud 2008” was #1 from 8pm-11pm ET/PT (7pm-10pm Central) in the following markets:
#1 among Total Viewers – Los Angeles, New York, Houston, Dallas, and Phoenix
#1 in Households – Los Angeles, Miami, New York, Houston, and San Antonio
#1 among Adults 18-34 – Los Angeles, New York, Houston, Chicago, Dallas, Phoenix, and San Francisco
#1 among Adults 18-49 – Los Angeles, New York, Houston, Chicago, Dallas, and Phoenix
#1 among Teens 12-17 – Los Angeles, Houston, Dallas, Phoenix, and San Francisco

In addition, “Premios Juventud 2008” averaged more viewers during the time period than the combined viewership to ABC, CBS, NBC and FOX in Los Angeles (+41%), New York (+34%), Houston (+35%), and Dallas (+39%) among Adults 18-34.