Telemundo announced that according to Nielsen Media Research, through the first 6 weeks of the second quarter of 2011, the network is the fastest growing broadcast network with the largest percentage gain versus the first quarter of 2011 during Monday through Friday prime among adults 18-49 and adults 18-34.
During Monday through Friday prime, Telemundo reported a +37% growth among adults 18-49 as compared to the first quarter of 2011 (931,000 vs. 679,000). In contrast, Univision is down -5% (1,903,000 vs. 1,998,000) and Telefutura is down -29% (328,000 vs. 459,000). Telemundo is also up +39% among adults 18-34 compared to the first quarter of 2011 (518,000 vs. 372,000), while Univision is down -7% (1,049,000 vs. 1,122,000) and Telefutura is down -31% (177,000 vs. 258,000).
Telemundo, during May 2011, is averaging 931,000 viewers among adults 18-49 during Monday-Friday prime and has a 32% share of the Spanish-language television audience (defined as Telemundo, Univision and Telefutura), up +12 share points over May 2010 (20%). Additionally, the network is averaging 512,000 viewers among adults 18-34 and has a 32% share of the Spanish-language television audience (defined as Telemundo, Univision and Telefutura), up +13 share points over May 2010 (19%).
CASO CERRADO
“Caso Cerrado” continues to deliver very strong ratings for Telemundo through the first six weeks of the second quarter. For the week of May 2, “Caso Cerrado” averaged 639,000 adults 18-49, nearly tripling the delivery of Telefutura’s new 7pm novela, “La Pola” (215,000). The program’s delivery at 7pm in May 2011 to date has boosted Telemundo’s performance in the 7pm hour by +96% compared to the same period in May 2010 among adults 18-49 (607,000 vs. 309,000) and +89% among adults 18-34 (314,000 vs. 166,000).
In the second quarter of 2011, “Caso Cerrado” is averaging 581,000 adults 18-49 and 294,000 adults 18-34, up +37% and +25%, respectively, compared to the comparable period in the second quarter of 2011.
LA REINA DEL SUR
For the week of May 2, “La Reina del Sur” beat Univision and surpassed ABC by +17% (980,000) and CBS (876,000) by +31% among adults 18-34, delivering 1,148,000 viewers in the demographic. The telenovela outperformed such programs as: CBS’s “Hawaii 5-0” on May 2; ABC’s “Body of Proof” and CBS’s “The Good Wife” on May 3; ABC’s “Happy Endings” and CBS’s “Criminal Minds: Suspect Behavior” on May 4; ABC’s “Private Practice” and CBS’s “The Mentalist” on May 5 and ABC’s “20/20” and CBS’s “Blue Bloods” on May 6.
For the week of May 2, regardless of language, “La Reina del Sur” was the #1 program on broadcast TV at 10pm among men 18-34. In fact, it is the 7th straight week that “La Reina del Sur” out-delivered Univision’s 10-11pm programming among men 18-49 and the 10th consecutive week that the telenovela beat Univision among men 18-34.
In the second quarter of 2011, “La Reina del Sur” is averaging 2,133,000 viewers among adults18-49 and 1,222,000 adults 18-34, up +125% and +111%, respectively, compared to the comparable period in the second quarter of 2011. Compared to the first quarter of 2011, “La Reina del Sur” is up +116% among adults 18-49 and +114% among adults 18-34. The telenovela’s delivery has more than doubled the 10pm hour’s delivery over both the second quarter of 2010 and the first quarter of 2011.
LIGUILLA – FUTBOL LIGA MEXICANA (FLM) QUARTERFINALS
Through the first week of FLM Playoffs in 2011, Telemundo is off to its best Clausura quarterfinals start in primetime among adults 18-49 and adults 18-34. Last week, Telemundo aired two quarterfinal games in primetime, producing solid ratings for the network. The Chivas vs. Tigres game that aired on Wednesday, May 4 and the Saturday, May 7 game between the same two teams increased by triple digit growth compared to the Clausura 2011 regular season average on Telemundo. To date, the primetime playoff matches have resulted in a growth of +176% among adults 18-49 (697,000 vs. 253,000) and +193% among adults 18-34 (414,000 vs. 141,000).
(Source: Telemundo – The Nielsen Company, NPM, Live+Same Day, program average strict daypart used for M-F 7-11pm; 4/25/11-5/8/11 vs. 4/26/10-5/30/10; 3/28/11-5/8/11 vs. 12/27/10-3/27/11 and 3/29/10-5/9/10. Reina del Sur 10pm program average vs. strict daypart M-F 10-11pm for ABC, NBC, CBS & UNI, 5/2/11-5/6/11. FLM Liguilla 5/2/11-5/8/11 vs. 1/8/11-5/1/11, 5/8/10-5/9/10 and 5/16/09-5/17/09. )
