For the second year in a row, the winner of the July sweeps period in the key 18-49 demo among the broadcast networks is not one of the big four, but Spanish-language broadcaster Univision.
The Los Angeles Times quotes Univision Chief Executive Randy Falco saying the network’s second consecutive July sweeps win “validates our strong position in the industry amidst increased competition.”
“The company also said its station in Los Angeles ranked as No. 1 most watched station in the country during prime time and throughout the day among the key demographic. Its New York station ranked second,” the Times report notes.
The popularity of telenovelas including “Lo Que la Vida Me Robó” is credited for contributing to the ratings win.
“In years past, the major broadcast networks largely hung a ‘Gone Fishing’ sign during the summer months, content to run repeat episodes of their scripted dramas and comedies,” the Times reports. “But last year, CBS found great success running scripted originals during the summer with ‘Under the Dome,’ and this year added more originals.
“Still, Univision proved to be more popular with viewers under the age of 50.”
Univision recently rolled out a new telenovela, “Mi Corazón es Tuyo,” which is reportedly doing well in the 18-49 demo. Univision reports that the program is averaging 3.6 million total viewers, according to the Times.
“Roughly 4 million viewers also tuned in to the network’s annual ‘Premios Juventud’ awards show, which aired on July 17. According to Nielsen ratings, it earned a rating of 1.7 in the key demo. Broadcast from Florida, the 11th annual awards show featured big-name stars such as Pitbull, Enrique Iglesias, Romeo Santos and Juanes,” the story notes.
In a statement, Falco said: “It’s a top priority of ours to continue to deliver world-class, culturally relevant content that our viewers crave — in all of the ways that they want it — and we’re confident that as long as we continue to do so, we’ll remain at the forefront.”