24th Annual “Premio Lo Nuestro” Latin Music Awards Reaches 10.8 Million Viewers

Categories: Network TV Press Releases

Written By

February 17th, 2012


via press release:

Univision Wins the Night on Social TV with over 263 Million Impressions on Twitter

MIAMI, FL – FEBRUARY 17, 2012 – Television’s longest-running Latin music awards show, the 24th annual edition of “Premio LoNuestro” gathered a spectacular array of artists and entertainers, while 10.8 million viewers tuned in to all or part of the live three-hour broadcast on the Univision Network. Last night’s broadcast delivered an average audience of 5.6 million Total Viewers 2+ and positioned Univision as the No. 2 broadcast network for the entire night among Adults 18-34 for the third consecutive year. Univision also ranked as the No. 3 broadcast network, beating ABC, NBC and the CW, among Adults 18-49 for the entire night.
This year’s “Premio Lo Nuestro” generated an average audience of 3.1 million Adults 18-49, 1.8 million Adults 18-34, 1.8 million Women 18-49 and 1.4 million Men 18-49.  The awards show saw year-over-year audience increases among Total Viewers 2+ (+2%), Adults 18-49 (+3%) and Women 18-49 (+5%).
The Feb. 16 broadcast of “Premio Lo Nuestro” on Univision attracted more Hispanic viewers in the demographic groups of Total Viewers 2+, Adults 18-49 and Adults 18-34 than the combined audiences of the latest editions of the “Golden Globe Awards,” “Primetime Emmy Awards” and “American Music Awards.”
“Premio Lo Nuestro” on Univision was the third most-watched program on all of broadcast television last night with more Adult 18-34 viewers than the entire lineups on ABC (including “Grey’s Anatomy” and “Private Practice”) and the CW, as well as first-run episodes of CBS’ “Rob,” “Person of Interest” and “The Mentalist;”  and NBC’s “30 Rock,” “Parks and Recreation,” “The Office” and “Up All Night.”
The awards show also attracted more Adult 18-49 viewers than ABC’s “Wipeout;” NBC’s “30 Rock,” “Parks and Recreation,” “The Office” and “Up All Night;” and the CW’s “Vampire Diaries” and “The Secret Circle.” In fact, Univision beat NBC by more than an 80% margin among Adults 18-49, Adults 18-34 and Total Viewers 2+, on average, for the entire night.
Source: The Nielsen Company, NPM,  Thursday (02/16/2012) 8:00pm-11:00pm, Univision’s “Premio Lo Nuestro 2012” telecast based on NPM Fast National Ratings and English-language broadcast networks based on NPM Fast Affiliate Ratings.  Reach based on NPM Fast Cume, Persons 2+, 6+ minute qualified audience (visitors included).  ABC’s “American Music Awards” (11/20/2011), NBC “Golden Globe Awards” (01/15/2012) and FOX “Primetime Emmy Awards (09/18/2011) based on NPM-H.  Live+SD.
In local markets, “Premio Lo Nuestro” made Univision the No. 1 broadcast station during the time period among Total Viewers 2+ in Miami and Houston; Adults 18-49 in Los Angeles, New York, Miami, Houston and Dallas; and Adults 18-34 in Los Angeles, New York, Miami, Houston, Dallas, San Francisco and Phoenix.
“Premio Lo Nuestro” was the No. 1 broadcast program in all of primetime among Total Viewers 2+ in Miami; Adults 18-49 in Los Angeles, Miami and Houston; and Adults 18-34 in Los Angeles, New York, Miami, Houston, Dallas and Phoenix.
During the broadcast of “Premio Lo Nuestro,” Univision local stations had higher viewership than the ABC, CBS and NBC local stations combined among Total Viewers 2+ in Miami; Adults 18-49 in Miami and Houston; and Adults 18-34 in Los Angeles, Miami, Houston and Dallas. In fact, in the time period, the Univision station in Miami had three times the audience of the ABC, CBS and NBC stations combined among Adults 18-34.
Source: The Nielsen Company, NSI Ratings (2/16/2012)“Premio Lo Nuestro” aired Thursday 8:00pm-11:00pm E/PT (7:00pm-10:00pm CT).  Primetime is defined as ABC/CBS/NBC/IND/SLTV Thursday 8:00-11:00pm E/PT (7:00-10:00pm CT) and FOX/CW Thursday 8:00-10:00pm E/PT (7:00-9:00pm CT).  Live+SD.
Exclusive coverage of “Premio Lo Nuestro” is available online and on mobile at PremioLoNuestro.com. With exclusive access to behind the scenes video, photos and highlights from the awards show, online traffic is already outpacing last year’s records.
“Premio Lo Nuestro” took interactive TV to unprecedented heights this year - viewers were able to submit their opinions on the red carpet’s best and worst dressed in real-time and the results were shown live on-air. Over 60,000 viewers cast votes online and on mobile. Fans were highly engaged, participating for an average of 8 minutes each. Feedback rate for mobile users was a stellar 20%+. Online voting for red carpet favorites continues now through Feb. 20, when the results will be announced on PremioLoNuestro.com and on “El Gordo y La Flaca” (“The Scoop and the Skinny”).
Over 12,000 fans submitted questions for performers and nominees like Alejandra Guzmán, Gloria Trevi, Tito el Bambino, Chino y Nacho and more, via the “Tu Preguntas” (“You Ask”) special on PremioLoNuestro.com.
Also for the first time this year, PremioLoNuestro.com will continue to keep fans engaged post-event with exclusive Fan-Cam interviews with the artists, plus photos, and the chance to win a one-of-a-kind guitar signed by “Premio Lo Nuestro” entertainers. The Univision App has all these updates and more for mobile fans.
Source: Univision.com Intranet tracking and analytics, Google Analytics, Lithium, MegaPhone Labs for live carpet voting.
Throughout the night, fans engaged with Univision on social platforms and counted on the latest updates and exclusive content on Twitter via@Univision and @PremioLoNuestro, on Facebook via Facebook.com/Univision and Facebook.com/PremioLoNuestro, and on “Premio loNuestro” forums. Moreover, fans had access to coverage and photos through UnivisionNews.Tumblr.com and on Instagram.
As a result of the network’s social media engagement efforts, Univision won the night (Feb. 16) for social television, according to Trendrr.tv – Univision was the No. 1 broadcast network and “Premio Lo Nuestro” was the No. 1 show. “Premio Lo Nuestro’s” social media activity outranked other awards shows including the latest editions of “BET Honors,” “People’s Choice Awards” and “Screen Actors Guild Awards.”
Throughout the night, more than 50 topics related to “Premio lo Nuestro” trended worldwide on Twitter, among them #PremioLoNuestro, Chris Brown and Pitbull, Chino y Nacho, Daddy Yankee & Prince Royce, Don Francisco, Paulina Rubio, Gloria Trevi, Pepe Aguilar, LauraPausini, Blanca Soto and many others. The awards show generated over 263 million impressions on Twitter on Feb. 16, according to Radian6. From Feb. 1 to Feb. 16, “Premio Lo Nuestro” has generated over 302 million impressions on Twitter.
Live from the American-Airlines Arena in Miami, the 2012 edition of “Premio Lo Nuestro” aired on the Univision Network on Thursday, Feb. 16, 2012, from 8 to 11 p.m. ET/PT (7 p.m. Central). The broadcast was preceded by the red carpet arrivals pre-show “Noche de Estrellas” (Night of Stars) at 7 p.m. ET/PT (6 p.m. Central).
“Premio Lo Nuestro” featured nominees in 35 categories, representing Latin music’s most popular genres, including pop, tropical, regional Mexican, rock/alternative and urban music. The night’s performers included Alejandra Guzman with Grupo Moderatto, Chino y Nacho, DaddyYankee, El Cata, Elvis Crespo, Gerardo Ortiz, Gloria Trevi, Intocable, Juan Magan, Laura Pausini, Larry Hernandez, Los de Puente Romano, Luis Fonsi, Mariachi Sol de México de José Hernández, Paulina Rubio with Espinoza Paz, Pitbull with Chris Brown, Prince Royce, Reik, Romeo Santos, Shaila Dúrcal, Sie7e and Tito el Bambino.
On Univision on Demand, all digital pay television subscribers can access an exclusive red carpet recap, backstage interviews, behind-the scenes content featuring Shaila Dúrcal and a profile on the rise of the musical group Intocable. With Comcast’s Xfinity On Demand, subscribers can access exclusive bonus content and interviews with nominated artists Christopher Uckermann, Elvis Crespo, Luis Enrique andVoz de Mando.
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