via press release:
Telemundo Uses Innovative Social Media Strategies to Drive
Viewership and Audience Engagement
MIAMI – November 2, 2010 – Telemundo, a leading producer of high-quality content for Hispanics in the U.S. and audiences around the world, announced its NTI results for the premiere of Aurora, the network’s newest original primetime novela. According to Nielsen Media Research, Aurora delivered an average of 1,360,000 total viewers (Persons 2+) and 851,000 Adults 18-49 viewers on Monday, November 1, making it the network’s strongest premiere in the 8pm time period in 4 years for Adults 18-49.
Aurora is also off to a strong start on the local front. The novela ranked as Telemundo’s #1 primetime program in Los Angeles, Houston, Dallas and Las Vegas and the network’s #2 primetime program in New York, Miami and Chicago.
Telemundo also launched an innovative, multi-platform marketing and communication social media strategy building up to the premiere of Aurora.
For the first-time ever, Telemundo hosted a live online pre-premiere viewing party, Aurora en Vivo, directly from Telemundo Studios, together with the cast of Aurora. Telemundo’s Jorge Bernal, entertainment reporter for Al Rojo Vivo, hosted the stream and took fans and viewer's questions and comments for the cast via Facebook, Twitter and Telemundo.com. Over 2,000 watched it live on www.Telemundo.com and via Telemundo’s Aurora Facebook fan page. The Aurora Facebook page registered a 317% increase in traffic the day of the premiere.
Telemundo also gave away an iPad, signed by the cast members, loaded with the Aurora theme song and a video from the cast with a special dedicated message to the winner, one lucky Twitter fan, via a sweepstakes during the Aurora on-air premiere. Together with the iPad sweepstakes and the live stream, Telemundo reached over 500,000 Twitter users.
The www.telemundo.com/aurora page was also visited by over 96,000 unique visitors during the premiere as well as almost 10,000 mobile users (9,603) visited the Aurora mobile WAP site.
Source: NTI;NSI;NBC Omniture – SiteCatalyst November 2, 2010
Telemundo Communications Group, Inc. & Subsidiaries (“Telemundo”), a division of NBC Universal, is a world-class media company, leading the industry in the production and distribution of high-quality Spanish-language content across its multiplatform portfolio to U.S. Hispanics and audiences around the world. Telemundo’s multiple platforms include Telemundo, a Spanish-language television network featuring original productions, theatrical motion pictures, news and first-class sports events, reaching 94% of U.S. Hispanic viewers in 210 markets through its 14 owned-and-operated stations, 46 broadcast affiliates, and over 1,000 cable affiliates; mun2, is the lifestyle cable network for today's culture connectors (C2s) – bicultural Latinos. As the bilingual network that amplifies the Latinos experience, mun2 is uniquely American and reaches over 35 million U.S. TV households nationwide on digital and analog cable, satellite and free television; Telemundo Digital Media, which leverages Telemundo’s original content for distribution across digital and emerging platforms including mobile devices and www.telemundo.com and www.holamun2.com; and Telemundo International, the company’s international distribution arm which has positioned Telemundo as the second largest provider of Spanish-language content worldwide by syndicating content to more than 100 countries in over 35 languages.