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Univision Audience Grows While English-Language Networks Shrink

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November 25th, 2008

a little trash talking via Univision press release:

UNIVISION AUDIENCE GROWS WHILE ENGLISH-LANGUAGE NETWORKS SHRINK

 

Univision's November Sweep Results Show Total Viewers Up +2% While ABC, CBS, NBC, FOX and CW Average -8% Drop


MIAMI, FL, NOVEMBER 25, 2008 - With the November Sweep period coming to an end, the Univision Television Network reported its Total Viewers have grown +2% and averaged nearly 4 million Persons 2+ versus the same period last year - and that's among all viewers, not just Hispanics. These increases bested every other major network as ABC (-10%), CBS (-3%), NBC (-8%), FOX (-10%) and CW (-22%) all saw declines versus last year.

According to Nielsen Television Index (NTI), Univision once again maintained its position as the 5th broadcast network in the United States in all of primetime among all Adults 18-34 (1,111,000), Adults 18-49 (2,018,000), and Total Viewers 2+ (3,921,000). In addition, Univision out-delivered ABC, CBS, NBC or FOX on nearly 4 out of 5 nights (or 77% of the time) among Adults 18-34, and nearly 1 out of 3 nights (or 31% of the time) among Adults 18-49. Univision was also the #1 broadcast network in all of prime time among Adults 18-34 on four nights during the November 2008 Sweep.

"Once again, Univision is in the enviable position of bucking the industry's current trend of viewer erosion by continuing to grow its loyal audience," said Alina Falcón, executive vice president and operating manager of the Univision Network. "Our first run, no repeat primetime lineup 52-weeks a year clearly makes Univision the programming destination of choice for Hispanic viewers, and the most effective way for advertisers to reach them night after night."

Programming Highlights 

  • Univision was the #4 broadcast network in America with its hit primetime novelas among Adults 18-34 at 8pm (1,397,000) "Cuidado Con El Angel" (Don't Mess with the Angel) and at 9pm (1,492,000) with "Fuego En La Sangre" (Burning for Revenge

-          Some of the English-language Programs that "Cuidado Con El Angel" out-delivered among Adults 18-34 

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      • ABC's "Boston Legal," "Dirty Sexy Money," "Eli Stone," "Life On Mars," "Pushing Daisies," "Samantha Who," "Supernanny" and "Wife Swap"
      • CBS's "Cold Case," "Eleventh Hour," "Ghost Whisperer," "Numb3rs," "Old Christine," "The Unit" and "Without a Trace"
      • FOX's "Don't Forget The Lyrics," "Kitchen Nightmares," "Are You Smarter Than a 5th Grader?" and "Terminator: The Sarah Connor Chronicles"
      • NBC's "Deal or No Deal," "Knight Rider," "Law And Order," "Life," "Lipstick Jungle" and "My Own Worst Enemy"
      • CW"s "Privileged," "Smallville," "Stylista" and "Supernatural"

 -          Some of the English-language Programs that "Fuego En La Sangre" out-delivered among Adults 18-34 

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      • ABC's "Boston Legal," "Dirty Sexy Money," "Eli Stone," "Life On Mars," "Pushing Daisies," "Samantha Who," "Supernanny" and "Wife Swap"
      • CBS's "Cold Case," "CSI: NY," "Eleventh Hour," "Ghost Whisperer," "Numb3rs," "Old Christine," "The Unit" and "Without a Trace"
      • FOX's "Don't Forget The Lyrics," "Kitchen Nightmares," "Prison Break," "Are You Smarter Than a 5th Grader?" and "Terminator: The Sarah Connor Chronicles"
      • NBC's "Chuck," "Deal or No Deal," "Kath & Kim," "Knight Rider," "Law And Order," "Life," "Lipstick Jungle" and "My Own Worst Enemy"
      • CW's "90210," "Privileged," "Smallville," "Stylista" and "Supernatural
  • Versus the November 2007 Sweep period, perennial favorite "Sabado Gigante" (Giant Saturday) reported audience growth among Total Viewers 2+ (2,769,000; +8%), Teens 12-17 (118,000; +30%), and Kids 2-11 (336,000; +11%
  • The 9th Annual Latin GRAMMY® Awards reached 11.8 million viewers overall 

-          The broadcast attracted 1.8 million Adults 18-34, 3.2 million Adults 18-49, and 5.8 million average Total Viewers.

-          Among Adults 18-34, the Univision broadcast beat such other popular programs as ABC's "Ugly Betty" and "Life on Mars"; CBS's "Survivor: Gabon" and "Eleventh Hour"; FOX's two editions of "Kitchen Nightmares"; NBC's "My Name is Earl" and "Kath & Kim"; and CW's "Smallville" and "Supernatural". 

-          Univision's Latin GRAMMY Awards also had more Hispanic viewers (Persons 2+, Adults 18-34 and Adults 18-49) than the latest editions of the American Music Awards®, Country Music Awards®, Academy Awards®, and Emmy® Awards COMBINED. 

  • Versus Telemundo, Univision averaged three times more Adults 18-49 (2,018,000 vs. 674,000), Total Viewers 2+ (3,921,000 vs. 1,191,000), Teens 12-17 (237,000 vs. 74,000), and nearly three times more Adults 18-34 (1,111,000 vs. 394,000) and Persons 12-34 (1,349,000 vs. 468,000) in broadcast primetime.  

Source: Nielsen Media Research, NTI November 2008 Sweep to date (10/30/2008-11/23/2008), Monday 11/24/2008 based on NTI Fast Affiliates.  Latin Grammy 2008 2+ Reach based on a 6+ minute qualifier.  Broadcast prime time defined as Mon-Sat 8p-11p, Sun 7p-11p. Live+SD.

 

Local Market Highlights

Locally, Univision stations enjoyed equally impressive November Sweep results.

 

  • This November, the most-watched station in the country1 is Univision's Los Angeles flagship station KMEX which ranked #1 during primetime among Adults 18-49, regardless of language.

 

  • Univision stations posted the #1 ranking in primetime in the following markets:

-          Adults 18-34: Los Angeles, Miami, Houston, Dallas, Chicago, and Phoenix

-          Adults 18-49:  Los Angeles, Miami, Houston, and Phoenix

-          Women 18-34: Los Angeles, Miami, Houston, Dallas, Chicago, and Phoenix

-          Women 18-49: Los Angeles, Miami, Houston, and Phoenix

-          Men 18-34: Los Angeles, Miami, Houston, Dallas, and Phoenix

-          Men 18-49: Los Angeles, Miami, and Houston

-          Viewers 2+: Los Angeles and Miami

Univision stations posted the #1 ranking in total day in the following markets:

-          Adults 18-34: Los Angeles, New York (tie), Miami, Houston, Dallas, Chicago (tie), and Phoenix

-          Adults 18-49:  Los Angeles, Miami, Houston, and Phoenix

-          Women 18-34: Los Angeles, Miami, Houston, Dallas, Chicago (tie), and Phoenix

-          Women 18-49:  Los Angeles, Miami, Houston, and Phoenix

-          Men 18-34: Los Angeles, Houston, Dallas (tie), and Phoenix

-          Men 18-49: Los Angeles, Miami (tie), Houston, and Phoenix (tie)

The 9th Annual Latin GRAMMY® Awards was the #1 show in primetime during the November Sweeps, beating the American Music Awards on ABC, in Los Angeles and Houston among Adults 18-34, Adults 18-49, Women 18-34 and Women 18-49.

"Fuego En La Sangre" outperformed English-language primetime shows such as ABC's "Dancing with the Stars" and "Desperate Housewives," CBS' "CSI" and "60 Minutes"  among others, in Los Angeles, Houston, Dallas and Phoenix among Adults 18-34 and in Los Angeles, Houston and Phoenix  among Adults 18-49.

"Cuidado Con El Angel" outperformed English-language primetime shows such as ABC's "Samantha Who?," NBC's "Heroes," FOX's "Bones," CW's "90210"  among others, in Los Angeles, New York, Miami, Houston, Dallas, Chicago and Phoenix among Adults 18-34 and in Los Angeles, Miami, Houston, Dallas and Phoenix among Adults 18-49.

1Ranking based on average impressions.  Primetime definition: ABC/CBS/NBC/IND/SLTV Mon-Sat 8P-11P/Sun 7P-11P ET/PT; Mon-Sat 7P-10P/Sun 6P-10P CT and FOX/MNT/CW Mon-Sat 8P-10P/Sun 7P-10P ET/PT; Mon-Sat 7P-9P/Sun 6P-9P CT. Total Day is defined as Mon-Sun 6am-2am.

 

Local News Highlights

 

  • Univision stations delivered the #1 6pm (5pm Central) Early Local News, regardless of language, in the following markets:

-          Adults 18-34: Los Angeles, New York, Miami, Houston, Dallas, Chicago, Phoenix, and San Francisco

-          Adults 18-49: Los Angeles, Miami, Houston, Dallas, and Phoenix

-          Adults 25-54: Los Angeles, Miami, and Phoenix

 

  • Univision stations delivered the #1 11pm (10pm Central) Late Local News, regardless of language, in the following markets:

-          Adults 18-34: Los Angeles, Houston, Dallas, and Phoenix

-          Adults 18-49: Los Angeles, Houston, and Phoenix

-          Adults 25-54: Los Angeles, Houston, and Phoenix

Local News is based on M-F program average ratings.  Early Local News is defined as newscasts with 6pm ET/PT start time; 5pm CT. Late Local News is defined as newscasts with 11pm ET/PT start time; 10pm CT (includes regular newscasts only).

Source: Nielsen Station Index, live only preliminary data, 10/30-11/24/08.

Univision Communications Inc. is the premier Spanish-language media company in the United States.  Its operations include Univision Network, the most-watched Spanish-language broadcast television network in the U.S. reaching 97% of U.S. Hispanic Households; TeleFutura Network, a general-interest Spanish-language broadcast television network, which was launched in 2002 and now reaches 85% of U.S. Hispanic Households; Galavisión, the country's leading Spanish-language cable network; Univision Television Group, which owns and operates 64 television stations in major U.S. Hispanic markets and Puerto Rico; Univision Radio, the leading Spanish-language radio group which owns and/or operates 70 radio stations in 16 of the top 25 U.S. Hispanic markets and 5 stations in Puerto Rico; and Univision Online, the premier Spanish-language Internet destination in the U.S. located at http://www.univision.com Univision Communications also has a 50% interest in TuTv, a joint venture formed to broadcast Televisa's pay television channels in the U.S. Univision Communications has television network operations in Miami and television and radio stations and sales offices in major cities throughout the United States.

 

For more information, please visit www.univision.net.

 
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