Univision’s ‘Despierta América’ Fastest Growing Morning Show Regardless of Language

via press release:


MIAMI – FEBRUARY 5, 2013 – Univision Communications Inc., the leading media company serving Hispanic America, has announced that its popular morning show, “Despierta América” (Wake-Up America), has wrapped up January with strong growth over last year in all key demos. In fact, this marks the morning show’s seventh consecutive month of year-over-year audience increases across various key demos, including Adults 18-49 and Adults 25-54, making it the fastest growing morning show, regardless of language, in the current season.


In a month that featured a slew of appearances from Hollywood stars – from Mark Wahlberg (Broken City), Jason Statham (Parker), Analeight Tipton (Warm Bodies) and Edgar Ramirez (Zero Dark Thirty) to Luis Guzman (The Last Stand), Michael Peña (Gangster Squad) and Sarah Shahi (Bullet to the Head), “Despierta América” has become a must-stop for both Hispanic and non-Hispanic celebrities looking to reach growing Hispanic audiences.


In fact:

  • Among Adults 18-49, Univision’s “Despierta América” is up +38% season-to-date in 2012/2013 compared to the same time period in 2011/2012, while ABC’s “Good Morning America” (-1%), “CBS This Morning” (-3%) and NBC’s “Today Show” (-21%) have all showed declines.
  • Among Women 18-49, “Despierta América” is showing the most growth, up +56%, ahead of “CBS This Morning” (+2%) while ABC’s “Good Morning America” (-2%) and NBC’s “Today Show” (-20%) are down.


While the average “Despierta América” viewer is much younger (44 years old) than its English-language morning show competition at ABC (58 years old), CBS (58 years old) and NBC (57 years old), the leading Spanish-language morning show is showing double-digit percentage growth with the Adults 25-54 audience (+36%), compared with +2% growth for ABC’s “Good Morning America” and declines for “CBS This Morning” (-1%) and NBC’s “Today Show” (-18%).


“Despierta América” connects with viewers in real-time on Twitter via @DespiertaAmeric and through thematic hashtags as well as on Facebook.com/DespiertaAmerica. From being featured on-air to having their favorite celebrities answer their questions, viewers are socially threaded day in and day out to “Despierta América.”


Source: The Nielsen Company, NPM STD (09/24/2012-01/25/2013 vs. 09/19/2011-01/27/2012) Most Current data, January (2013: 12/31-01/25 vs. 2012: 12/26-01/29) Live+SD data, M-F 7am-11am.

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