via press release:
UNIVISION NETWORK OUTPERFORMED CBS, NBC AND FOX FOR THE NIGHT AMONG ADULTS 18-34 WITH THE 27TH ANNUAL EDITION OF “PREMIO LO NUESTRO”
Univision Stations Rank No. 1 Among Adults 18-49 in Los Angeles, New York, Miami, Houston and Dallas
MIAMI – FEBRUARY 20, 2015 – The 27th annual edition of “Premio Lo Nuestro” Latin music awards on Thursday, February 19th, positioned Univision as the No. 2 broadcast network among Adults 18-34 for the 6th consecutive year, outperforming CBS, FOX and NBC.
The broadcast of “Premio Lo Nuestro” from 8 p.m. to 11 p.m. reached 8.9 million viewers who tuned in to all or part of the three-hour broadcast. The music award show delivered an average audience of 4.6 million Total Viewers 2+, 2.5 million Adults 18-49 and 1.3 million Adults 18-34, growing its audience among both Adults 18-49 and Adults 18-34 versus the 2014 edition. Additionally, Univision out-delivered NBC and FOX among Adults 18-49, by +70% and +30%, respectively.
In fact, this year’s edition of “Premio Lo Nuestro” was the fifth most-watched program on all of broadcast television with more Adult 18-34 viewers than the entire original line-ups on NBC (“The Slap,” “The Blacklist” and “Allegiance”) and FOX (“American Idol” and “Backstrom”) as well as the series finale of CBS’ “Two and a Half Men” and first-run episodes of CBS’ “The Odd Couple” (series premiere) and “Elementary.”
Furthermore, the 27th annual edition of “Premio Lo Nuestro” on Univision averaged more Hispanic viewers among Total Viewers 2+, Adults 18-49 and Adults 18-34 than the combined audience of the latest editions of the “American Music Awards,” “Billboard Music Awards” and “Country Music Awards.”
Source: Nielsen, NPM, Thursday (02/19/2015) 8:00 p.m.-11:00 p.m., Univision’s 27th Annual “Premio Lo Nuestro Awards” 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 (short term and long term visitors included). English-language award shows based on NPM-H, “American Music Awards” (11/23/2014), “Billboard Music Awards” (05/18/2014)“ and Country Music Awards” (11/05/2014). Live+SD.
LOCAL MARKET HIGHLIGHTS:
Locally, “Premio Lo Nuestro” made Univision the No. 1 broadcast station during the time period, among Total Viewers 2+ in Los Angeles and Miami, among Adults 18-49 in Los Angeles, New York, Miami, Houston and Dallas, and among Adults 18-34 in Los Angeles, New York, Houston, Dallas and Phoenix.
The 27th annual edition of “Premio Lo Nuestro” was the No. 1 broadcast program of the day among Total Viewers 2+ in Miami, among Adults 18-49 in Los Angeles, New York and Miami, and among Adults 18-34 in Los Angeles and Dallas.
Source: Nielsen, NSI, Thursday (02/19/15), “Premio Lo Nuestro” aired Thursday 8:00 p.m.-11:00 p.m. E/PT, 7:00 p.m.-10:00 p.m. C/MT; Total Day rankings based on 6:00 a.m.-2:00 a.m. Live+SD.
SOCIAL MEDIA AND DIGITAL HIGHLIGHTS:
“Premio Lo Nuestro” was the No. 2 program on Twitter across all broadcast and cable networks, regardless of language, in terms of Tweets. Additionally, on the day of the telecast, Univision was No.1 on Twitter, across all broadcast and cable networks, regardless of language, in terms of Tweets per unique author. In fact, Univision’s telecast of “Premio Lo Nuestro” generated more Tweets per unique author than the “Golden Globe Awards” on NBC and the “People’s Choice Awards” on CBS.
Fans joined the conversation on Twitter via @PremioLoNuestro and by using the hashtag #PremioLoNuestro, and shared their favorite content and made comments along with others on Facebook.com/PremioLoNuestro and UnivisionPremios on Instagram.
The award show’s dedicated website, PremioLoNuestro.com, provided a comprehensive online experience for fans, with a variety of digital offerings, including continuous coverage of the gala online and on mobile.
From the “Premio Lo Nuestro” nomination announcement to the evening of the event, Univision kept its audience digitally-engaged and delivered 44 million page views. This represents a 94% growth in page views when compared to last year’s event. Mobile consumption played a critical role in this year’s “Premio Lo Nuestro.” In fact, 79% of visits to the “Premio Lo Nuestro” experience came through a mobile device.
Source: Adobe Analytics, December 2, 2013 to February 20, 2014 and December 1, 2014 to February 19, 2015; Nielsen, February 19, 2015 ranked on Tweets and Tweets per unique and 2015, ranked on Tweets per unique.