Univision Sets Milestone as No. 4 Network in February Sweeps Ahead of NBC in Key Demos

Categories: Network TV Press Releases

Written By

February 27th, 2013

via press release:

UNIVISION SETS MILESTONE AS NO. 4 NETWORK IN FEBRUARY SWEEPS AHEAD OF NBC IN KEY DEMOS

 

KMEX Univision 34 in Los Angeles Ranks No. 1 during Primetime, Regardless of Language, Among Total Viewers 2+, Adults 18-49 and Adults 18-34


MIAMI – February 27, 2012 – The Univision Network announced today that it will close the competitive February sweep period in a historical fourth place finish during primetime among Adults 18-49 and Adults 18-34, marking the first time the network ranks No. 4 in any February sweep period with the key 18-49 demographic. The February 2013 sweep is also the first time that Univision finishes ahead of NBC in any sweep period with Adults 18-49 in primetime. In fact, the Spanish-language network has out-performed NBC on 25 out of 27 nights since the start of the February sweep among Adults 18-49, currently holding a 26% margin. Among Adults 18-34, Univision is beating NBC by a 47% margin.

 

In another historical first during a February sweep, Univision finishes as the No. 1 network on Friday night among Adults 18-49, ahead of its closest competitor ABC by a 13% margin. Additionally, in its fifth consecutive sweep, Univision is also the No. 1 network on Friday nights among Adults 18-34, beating its closest competitor ABC by more than a 44% advantage.

 

With one day to go in the February sweep, Univision is delivering an average audience of 3.7 million Total Viewers 2+, 1.9 million Adults 18-49 and 857,000 Adults 18-34 in primetime. The Spanish-language network is also set to rank as the No. 5 network among Total Viewers 2+.  In comparison to last year’s February sweep, Univision is showing audience growth of 4% among Adults 18-49 and Total Viewers 2+ in primetime.

 

With a median age of 39 years old, Univision continues to deliver the youngest viewers during primetime versus the English-language broadcast networks: ABC (53 years old), CBS (53 years old), NBC (53 years old) and FOX (48 years old).

 

ADDITIONAL NETWORK HIGHLIGHTS:

 

Through February 26, Univision’s primetime novela line-up from 8 p.m. to 11 p.m. “Por Ella, Soy Eva” (For Her, I’m Eva), “Amores Verdaderos” (True Love) and “Amor Bravio” (When The Heart Commands) delivered more Adults 18-49 (+9%) and Total Viewers 2+ (+7%) in comparison to the same time period last year.
Univision’s primetime novelas also averaged more Adult 18-49 and Adult 18-34 viewers than first-run airings of many English-language broadcast programs, including:

 

Among Adults 18-49:

 

Among Adults 18-34:

 

Moreover, Univision’s newsmagazine program “Aqui y Ahora” (Here and Now) attracted more Total Viewers 2+ (+51% to 2.1 million) and Adults 18-49 (+32% to 907,000) to the Sunday 7 p.m. hour during the February 2013 sweep versus the same period a year ago.

 

Source: The Nielsen Company, NPM February Sweep-to-date (2013: 01/31/2013-02/26/2013 vs. 02/02/2012-02/28/2012).  Primetime defined as M-Sat 8p-11p, Sun 7p-11p.  Live+SD.

 

Local Market Highlights:

 

In primetime, with one day of the February 2013 sweep to go, Univision is ranking as the No. 1 broadcast station among Total Viewers 2+ and Adults 18-49 in Los Angeles; and Adults 18-34 in Los Angeles and Houston.

 

Additionally, Univision is the No. 2 broadcast station in primetime, behind the CBS station among Total Viewers 2+ in Miami and Houston; Adults 18-49 in Miami, Houston and Dallas; and Adults 18-34 in Miami, Dallas and Phoenix.

 

In fact, Univision stations had more viewers during primetime than the NBC station in following markets among:

  • Total Viewers 2+ in Los Angeles, New York, Miami, Houston, Dallas, Chicago, San Francisco and Phoenix
  • Adults 18-49 and Adults 18-34 in Los Angeles, New York, Miami, Houston, Dallas, Chicago, San Francisco, Phoenix and Sacramento

 

In Total Day (Monday to Sunday, from 6 a.m. to 2 a.m.), during the February 2013 sweep, Univision is ranking as the No. 1 broadcast station among Adults 18-49 in Los Angeles, Houston and Dallas; and among Adults 18-34 in Los Angeles, Houston, Dallas and Phoenix.

 

In Early Evening Local News, Univision stations delivered the No. 1 6 p.m. (5 p.m. Central) newscast, regardless of language, in the following markets among:

  • Adults 18-49 in Los Angeles, New York, Houston, Dallas, San Francisco and Sacramento
  • Adults 25-54 in Los Angeles, Houston, Dallas and San Francisco
  • Adults 18-34 in Los Angeles, New York, Houston, Dallas, Chicago, San Francisco, Phoenix and Sacramento.

 

Moreover, during the February 2013 sweep period, KMEX Univision 34 in Los Angeles and WXTV Univision 41 in New York are set to rank as the No. 1 and No. 2 most watched early evening local newscasts in the country, regardless of language, among Adults 18-49. With Adults 18-34, WXTV Univision 41 in New York is the No. 1 most watched station, while KMEX Univision 34 in Los Angeles claimed the No. 2 spot.

 

Univision also has four of the Top Ten most watched early evening local newscasts in the country among Adults 18-34 – WXTV Univision 41 in New York is No.1, KMEX Univision 34 in Los Angeles is No. 2, KXLN 45 in Houston is No. 6, and WGBO Univision 66 in Chicago is No. 10. Additionally, Univision has two of the Top Ten most watched early evening local newscasts among Adults 25-54 – KMEX Univision 34 in Los Angeles is No. 2, while WXTV Univision 41 in New York is No. 3.

 

In Late Local News, Univision stations delivered the No. 1 newscast, regardless of language, in the following markets among:

  • Adults 18-49 in Los Angeles, Houston, Dallas and Phoenix
  • Adults 25-54 in Los Angeles, Houston and Phoenix
  • Adults 18-34 in Los Angeles, New York, Houston, Dallas, Chicago and Phoenix

 

WXTV Univision 41 in New York also led all other stations in the country as the No. 1 most watched late local newscast among Adults 18-34, regardless of language.

 

Univision also has five of the Top Ten most watched late local newscasts in the country among Adults 18-34 – WXTV Univision 41 in New York is No. 1, KMEX Univision 34 in Los Angeles is No. 3, KXLN 45 in Houston is No. 4, WGBO Univision 66 in Chicago is No. 7 and KUVN Univision 23 in Dallas is No. 8.

 

Univision also has three of the Top Ten most watched late local newscasts among Adults 18-49 – WXTV Univision 41 in New York is No. 2, KMEX Univision 34 in Los Angeles is No.3, KXLN 45 in Houston is No. 8. Moreover, two of the Top Ten most watched late local newscasts among Adults 25-54 are WXTV Univision 41 in New York as No. 2 and KMEX Univision 34 in Los Angeles as No. 3.

 
  • MichaelChickless

    NBC: We’re Number Five! We’re Number Five!

  • Nick

    What NBC shows Univision beats = half their lineup.

    I am surprised to see so many CBS shows in that 18-34 category, though.

  • rob60990

    CBS shows mostly skew old so its not shocking.

    NBC should really be embarrassed.

  • DenverDean

    NBC = Nothing But C**p! Good job Univision.

  • NBC Fan

    Glad to see SVU isn’t on that list!

  • Shepherd

    @rob60990

    “CBS shows mostly skew old so its not shocking.”

    Actually, according to Univision, the four networks have roughly the same average viewer age: ABC (53 years old), CBS (53 years old), NBC (53 years old) and FOX (48 years old). I just found that interesting.

    I’m sure CBS somehow balances out all of their super old viewers with super young ones, but it would be really nice to see a more detailed breakdown of each networks viewers; especially considering the perception that CBS is the ‘granny’ channel. Perhaps CBS is just the network for families of couples who didn’t have kids until their late 40′s, who then force their young kids to watch CSI with them.

  • Oliver

    CBS’s viewer age will be skewed by the Super Bowl.

    Last season, they had a median age of 57.

  • Joseph

    Within the next three years, Univision will likely finish both a weep and the full season number-one in the 18-34 demo; and within the next ten years, Univision will win a full season in the 18-49 demo as well.

    The major reasons:

    (1) Unlike in the English language, there are few high-profile Spanish-language cable shows or networks.

    (2) Most U.S. Hispanics (except those right along the Atlantic coast) are of Mexican ancestry, and Univision’s prime-time schedule on weeknights consists of Mexican novellas.

    (3) And the number of Hispanics in this country is rapidly growing, and the Hispanic population as a whole is much younger than the nation’s population as a whole; hence, the average age of the Univision’s viewers is much younger than the English-language broadcast networks.

  • Joseph

    In my last post, I meant to say that within the next three years, Univision would win a “sweep” in the 18-34 demo among broadcast networks.

    Sorry for the typo.

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