25th Anniversary Edition of 'Premio Lo Nuestro' Reaches 11.6 Million Viewers and Makes Univision Number 2 Network for the Night among Adults 18-34 for Fourth Consecutive Year

Categories: Network TV Press Releases

Written By

February 22nd, 2013

via press release:

25TH ANNIVERSARY EDITION OF “Premio Lo Nuestro” REACHES 11.6 MILLION VIEWERS anD MAKES UNIVISION No. 2 Network for the Night Among Adults 18-34 FOR FOURTH CONSECUTIVE YEAR

Awards Broadcast Marks 22nd Consecutive Night in February 2013 Sweep that Univision Finishes Ahead of NBC among Adults 18-49

Univision No. 1 Network on Social TV, while “Premio Lo Nuestro” Ranks as No. 1 Socially Active Awards Program in Univision History


MIAMI – FEBRUARY 22, 2013 – The longest running Latin music awards show in the U.S., the 25th anniversary edition of the “Premio Lo Nuestro” Latin Music Awards on Thursday, February 21, gathered a glamorous array of entertainers, while 11.6 million viewers tuned in to all or part of the live three-hour broadcast on the Univision Network. For the fourth consecutive year, the awards show helped position Univision as the No. 2 broadcast network among Adults 18-34, beating ABC, CBS and NBC. In fact, the awards show delivered more Adult 18-34 viewers than the entire original line-ups on ABC (“Zero Hour,” “Grey’s Anatomy” and “Scandal”), as well as the first-run episodes of CBS’ “Two and a Half Men,” “Person Of Interest” and “Elementary,” and NBC’s “Community,” “Parks and Recreation” and “1600 Penn.”

 

Additionally, Univision ranked as the No. 3 broadcast network for the night among Adults 18-49 for the second consecutive year, beating ABC and NBC. Last night’s broadcast of “Premio Lo Nuestro” also marked the twenty-second consecutive night since the start of the February 2013 Sweep that Univision finished ahead of NBC with Adult 18-49 viewers, averaging two times its Adult 18-49 audience.

 

The broadcast of “Premio Lo Nuestro” from 8 p.m. to 11 p.m. delivered an average audience of 6.4 million Total Viewers 2+, 3.5 million Adults 18-49 and 1.7 million Adults 18-34, marking Univision’s highest-rated night in the current season. With year-over-year audience increases among Total Viewers 2+ (+13%) and Adults 18-49 (+11%), last night’s broadcast of “Premio Lo Nuestro” delivered its highest audience in the history of the awards show since 2009.

 

Furthermore, the 25th anniversary edition 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 “Academy Awards,” the “American Music Awards,” “The Billboard Music Awards” and the “Primetime Emmy Awards.”

 

Source: The Nielsen Company, NPM, Thursday (02/21/13) 8pm-11pm, Univision’s “Premio Lo Nuestro 2013” 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). “Academy Awards” (02/26/12), American Music Awards (11/18/12), Billboard Music Awards (05/20/12) and Primetime Emmy Awards (09/23/12) based on NPM-H. Live+SD.

 

Local MARKET Highlights:

 

On Univision local stations, “Premio Lo Nuestro” made Univision the No. 1 broadcast station during the time period among Total Viewers 2+ in Los Angeles, Miami and Houston; among Adults 18-49 in Los Angeles, New York, Miami, Houston, Dallas and Chicago; and among Adults 18-34 in Los Angeles, New York, Miami, Houston, Dallas, Chicago and Phoenix.

 

Additionally, the 25th anniversary edition of “Premio Lo Nuestro” was the No. 1 broadcast program in primetime among Total Viewers 2+ in Los Angeles, Miami and Houston; among Adults 18-49 in Los Angeles, Miami and Houston; and among Adults 18-34 in Los Angeles, Miami, Houston and Chicago.

 

On Univision local stations, “Premio Lo Nuestro” delivered substantial audience increases versus last year’s broadcast in:

  • · Los Angeles among Total Viewers 2+ (+38%), Adults 18-49 (+28%) and Adults 18-34 (+36%)
  • · New York among Total Viewers 2+ (+11%) and Adults 18-49 (+11%)
  • · Miami among Total Viewers 2+ (+7%) and Adults 18-49 (+9%)
  • · Houston among: Total Viewers 2+ (+27%), Adults 18-49 (+51%) and Adults 18-34 (+79%)
  • · Chicago among Total Viewers 2+ (+70%), Adults 18-49 (+77%) and Adults 18-34 (+106%)

 

During the broadcast of “Premio Lo Nuestro” the Univision station in Miami had higher viewership than the ABC, CBS, NBC and FOX stations combined among Total Viewers 2+, Adults 18-49 and Adults 18-34. In Houston, the Univision station had higher viewership than the ABC, CBS, NBC and FOX stations combined among Adults 18-49 and Adults 18-34.

 

Source: The Nielsen Company, NSI, Thursday (02/21/13) 8pm-11pm. Primetime is defined as ABC/CBS/NBC/IND/SLTV Thursday 8pm-11pm ET/PT (7pm-10pm CT) and FOX/CW Thursday 8pm-10pm ET/PT (Thursday 7pm-9pm CT). Rankings based on average impressions. Year-to-year comparison based on program average impressions for “Premio Lo Nuestro” (02/16/12 & 02/21/13). Live+SD.

 

SOCIAL MEDIA Highlights:

 

Social activity for “Premio Lo Nuestro” positioned the telecast as the No. 1 most social program and Univision as the No. 1 broadcast network on Social TV on Thursday, February 21. “Premio Lo Nuestro” was the most socially active awards program in Univision history up 320% from 2012, resulting in the second most engaged audience of any entertainment awards show so far in 2013 regardless of network and/or language, surpassing the “People’s Choice Awards” and the “Golden Globes,” according to SocialGuide.

 

Additionally:

  • · The “Premio Lo Nuestro” Latin Music Awards and the preceding red carpet show “Noche de Estrellas” were the No. 1 and No. 2 most social programs, respectively, overall on February 21, according to Trendrr.tv
  • · #PLN25 was the top hashtag on February 21 and trended on Twitter throughout the night
  • · @premiolonuestro was the top Twitter account on February 21, according to SocialGuide
  • · Tweeting with the hashtag #Moda25, fans were able to live vote for the 25th most memorable fashion moment in “Premio Lo Nuestro” history crowning Gerardo Ortiz as the winner; #Moda25 trended worldwide throughout the night and was one of the telecast’s top hashtags
  • · Social media host, Amelia Vega, who also trended worldwide, connected fans to their favorite celebrities, presented fan tweets, reported on trending artists and #Moda25 finalists from the Social Media Wall
  • · Social activity totaled 1.3 million for the red carpet and main show on Feb. 21, according to Trendrr.tv

 

 

Thousands of fans were also able to be a part a one-of-a-kind tribute for the late regional Mexican music megastar Jenni Rivera through a virtual applause via Thunderclap that spanned Twitter and Facebook with a social reach of more than 3.6 million. Fans’ social comments were featured on the show’s Social Media Wall as part of the dedication. The homage was one of the most anticipated moments of the night, featuring some of the Latin music industry’s most renowned artists, including Olga Tañón, Shaila Durcal, María José, and Diana Reyes as they joined Lupillo Rivera to honor his late sister in an awe-inspiring tribute performance of the singer’s greatest hits.

 

From congratulating their favorite celebrities during winning moments to asking questions on the red carpet, throughout the night, fans also counted on the latest updates and exclusive content on Twitter via @PremioLoNuestro and @Univision, as well as through the Premio Lo Nuestro and Univision Facebook pages, in addition to engaging with Univision on other social platforms including Vine, Instagram and GetGlue.

 

 

INTERACTIVE HIGHLIGHTS:

 

Exclusive coverage of last night’s “Premio Lo Nuestro” continues at PremioLoNuestro.com, including behind-the-scenes video not shown on TV, complete winners information, and content from Noche de Estrellas, available in full for the first time. Audience engagement continues across online and mobile as fans relive the best moments of the night and performance footage. Voting for favorite red carpet celebrities starts today through Sunday evening, when the results will be announced on PremioLoNuestro.com and on “El Gordo y La Flaca” (The Scoop and the Skinny) on Monday, February 25.

 

Leading up to the awards show, more than 500,000 votes were cast during the “Premio Lo Nuestro” nominations period by fans throughout the country. Tens of thousands of fans submitted questions for the performers and nominees via the Backstage Questions section on PremioLoNuestro.com. The award show provided fans unprecedented access with live streaming of the red carpet and backstage areas. Fans were especially engaged on mobile, streaming well above usual levels with an average of 17 minutes each.

Moreover, a first-ever second screen experience on the UVideos app featured exclusive content, trivia and social streaming with fellow viewers in real time. Fans of “Premio Lo Nuestro” can now also watch exclusive video content on UVideos, including various red carpet moments not seen on TV. Also offering fans unprecedented access, the Univision Radio app features a dedicated channel celebrating 25 years of “Premio Lo Nuestro” music.

 

Source: Univision.com Intranet tracking and analytics, Google Analytics, Lithium.

 

Univision pulled out all the stops to celebrate the network’s historic 25th anniversary edition of its “Premio Lo Nuestro” Latin Music Awards, hosted by renowned singer/actress Ninel Conde and Mexican icon Pedro Fernández. The awards show was broadcast LIVE from the AmericanAirlines Arena featuring 18 star-studded production numbers, recognizing musical excellence across various categories including tropical, pop, regional Mexican, rock alternative and urban.

 

The “Premio Lo Nuestro” Latin Music Awards were preceded by a red-carpet special hosted by “Nuestra Belleza Latina” (Our Latin Beauty) host Giselle Blondet and “Despierta América” (Wake-Up America) co-host Alan Tacher. Co-hosts of Univision’s entertainment news programs, Raúl de Molina of “El Gordo y la Flaca” (The Scoop and the Skinny), and Rodner Figueroa of “Sal y Pimienta” (Salt & Pepper), were also present providing commentary on the night’s fashions. Fans received an all-access pass to all the red carpet action with live streams courtesy of PremioLoNuestro.com, while Amelia Vega, Miss Universe 2003, kept tabs on all the social media buzz surrounding the event through social media platforms.

 

The night’s biggest winners included Prince Royce, who walked away with six awards, and the late Jenni Rivera, who garnered five awards. Riveting performances included those from: Pitbull, Dominican singer/songwriter Juan Luis Guerra, pop duo Jesse & Joy, international pop-phenomenon Thalía with bachata royalty Prince Royce, Colombian singer/songwriter Carlos Vives, Spanish singing sensation David Bisbal, regional Mexican music singer/songwriter América Sierra with tribal-guarachero Latin house group 3BallMTY, Pedro Fernández, former Menudo band mates Ricky Martin and Draco, regional Mexican band La Arrolladora Banda El Limón, bachata king Romeo, regional Mexican music star Gerardo Ortiz, Latin pop artist Olga Tañón, tropical-fusion dynamic duo Chino y Nacho, Spanish pop artist Alejandro Sanz, and merengue singer Elvis Crespo with Fito Blanko.

 

On Univision on Demand, all digital pay television subscribers can access exclusive content from the 25th anniversary edition of “Premio Lo Nuestro.” In addition, the complete awards show will be available on Univision on Demand and Hulu the night of Friday, February 22.

 
  • Francisco

    Bravo Univision, beat show ever, loved it

  • Javier

    Excellent!!! loved the social media integration aspect of the broadcast

  • David Howell

    I wondered why Univision did so well on Thursday – thought it was soccer and then realised there wasn’t a game that night. Now I know.

    Amazing that it was the #3 show in 18-34 on all television behind TBBT and AI.

  • Golden Guy

    11.6 million viewers! DAMN!!!!!!!

  • Douglas from Brazil

    Thalia!Thalia!Thalia!

© 2014 Tribune Digital Ventures