via Azteca America press release:
Azteca America 2009-2010 Upfront Season: Growing in Distribution and Audience
— Strong Track Record: Weekday Primetime Growth of 28% Year-on-Year for viewers 18-49; 43% for Households in 1st Quarter —
— Better Distribution: Digital Full Power Station On Air in Miami; Stronger Signals for New York, Chicago, Houston and Dallas to Be Signed This Year —
LOS ANGELES, May 4 /PRNewswire/ — Azteca America, the fastest-growing Hispanic television network in the U.S., is proud to announce the launch of its 2009-2010 upfront season.
“Our upfront model is based on the strong success of last-year’s program, and the sessions tend to be more like brainstorming sessions, where creative ideas are exchanged, especially product placement innovation,” said Adrian Steckel, CEO of Azteca America.
Ratings growth for 2008-2009 was centered on Azteca America’s weekday primetime, where year-on-year program ratings for 18-49 and households grew 28% and 43%, respectively, for the first quarter of this year.
Within the primetime lineup, the 9-10pm and 10-11pm program blocks were especially hot. Year-on-year ratings for the first quarter grew 44% and 78%, respectively, weekdays at 9pm-10pm for 18-49 and households. For the weekday 10pm-11pm program slot, year-on-year ratings for the quarter grew 52% and 76%, respectively, for 18-49 and households.
The first quarter numbers were historic highs since Nielsen began tracking Azteca America network data in September of 2006. Looking at the primetime program averages for 4Q 2006 through 4Q 2008, the first quarter 2009 ratings were 49% and 45% higher for 18-49 and households, respectively. Comparing the 9pm-10pm program slot, the increase of the first quarter compared to the historic program average from 4Q 2006 through 4Q 2008, was in the triple digits for both 18-49 and households.
“We have a very strong story to tell as we hit the road to sit face to face with our clients and agencies,” said President of Network and Spot Sales Bob Turner. “We look forward to building on our 2008-2009 upfront, which was our best ever to date.”
Azteca America has launched on Tribune’s WSFL in Miami, Florida, on channel 39.2, a full power signal covering the entire Miami DMA. The network anticipates signing similar deals with stations in New York, Chicago, Houston and Dallas before the end of the third quarter. “Azteca America is a big winner in this digital transition,” said Adrian Steckel. “We are able to get full power distribution in major markets to improve existing coverage and reach more viewers. This will have a tremendous impact on network ratings for the next broadcast year.”
Alignment of Production Resources
Last month, Azteca America Executive Vice President of Programming and Production Alberto Santini Lara was also named Director of Azteca 13 in Mexico, with direct responsibility for all Azteca Novela production, as well as all content for the flagship network.
This will ensure maximum alignment of in-house production in Mexico with U.S. markets. About 97% of Azteca America is in-house production either produced for both the United States and Mexico or specifically for the U.S. Hispanic market. TV Azteca is the second-largest producer of Spanish-language television on the globe, with a total of over 12,000 hours annually, of which 11% are novela production.
“With production responsibility at the second largest producer of Spanish-language content in the world, my primary mandate will be the creation of content that is fully relevant to audiences in the United States as well as in Mexico,” said Lara.
This alignment will also carry through for an even stronger push of product integration opportunities. As a fully integrated broadcast network, Azteca America proprietary programming offers product integration opportunities like no other Spanish-language network in the U.S.
* Source: The Nielsen Company National People Meter Program Averages. Live Impressions (000) Total Persons 18-49 & HHLDS. Regular programming only. Soccer, Box & Specials not included. Quarters based on broadcast weeks.
About Azteca America
Azteca America is the alternative choice in broadcast television for Spanish-speaking families residing in the United States. As the fastest-growing Spanish-language network, Azteca America operates in 66 markets nationwide. Azteca America can also be seen on DIRECTV Mas Channel 441 (AZA 441) and DISH Network Channel 825. Wholly owned by Mexican broadcaster TV Azteca, S.A. de C.V., Azteca America has access to the best programming from TV Azteca’s three national networks, including a library with over 200,000 hours of original programming and news from local bureaus in 32 Mexican states. The network complements Mexican programming with an innovative line-up of shows from international producers and distributors to ensure the finest programming for Spanish-speaking viewers and unique advertising solutions for partners seeking to reach the most dynamic market in the country.