For the first time ever, Univision says it has beat its English-language broadcasting rivals in the 18 to 49-year-old audience demographic.
About 2.1 million viewers in this age bracket tuned into Univision during its prime-time programming for the week ending Sept. 5, according to Nielsen Co. Competitors Fox, NBC and CBS each saw a dip in ratings for similar audiences over a quarter.
The 12% increase that helped Univision reach this milestone was in part due to the ever popular telenovelas the network offers. The Hispanic audience in the U.S. continues to grow faster than the television audience as a whole. The number of Hispanic TV households increased by 3.1% from a year earlier, while the number of non-Hispanic households had increased only 0.6%, said Nielsen last week.
“We are now in a multicultural, multiethnic society,” Univision’s president, Cesar Conde, said. “The Hispanic community has come of age.”
Conde says the network has been investing more in programming, including a home-grown reality show that helped bolster Univision’s audience for that historic week.
“This is not an accident. We’ve made some very proactive programming decisions,” Conde said. “We’re happy to see that they are starting to pay off.”
Univision has grown faster than any of its bigger broadcast brethren in viewership over the period of May 24 to Sept. 5 this year, posting 12% growth from a year earlier, according to Nielsen.
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