A surprise winner in the July sweeps
Univision earns its first-ever victory among 18-49s
July 29, 2013
The July sweeps tends to get draw attention than the November, February and May sweeps, since it falls outside of the official TV season.
But this year the July sweeps are notable because of who won.
Univision finished first among the broadcast networks in adults 18-49 during the four-week period, which is used by local stations to set ad rates.
The Spanish-language network averaged 1.8 million viewers in the demo from June 27 to July 24, according to Nielsen. It had a solid margin of victory.
Fox finished second with 1.5 million, and NBC was third with 1.47 million. CBS was fourth with 1.44 million and ABC fifth with 1.15 million.
Univision also finished first for the month among adults 18-34.
The network had never won a sweeps period in those demos. It did have a strong February sweeps, surpassing one of the Big Four for the first time during a regular-season sweeps period, finishing fourth ahead of then-struggling NBC.
While a summer win carries a little less prestige, it’s still a big deal, especially for a network that’s increasingly competing with the English-language broadcasters for advertising as well as ratings.
The Spanish-language network’s telenovelas helped fuel the win. Though they rarely win their timeslot, they are more consistent than the competition across the full week.
ABC, CBS, Fox and NBC perform well in individual timeslots, with hits like “America’s Got Talent” and “MasterChef” drawing stronger ratings than any of the novelas.
But Univision gets a solid performance from its novelas every single night while the Big Four have big gaps in their schedules with repeats or low-rated reality shows.
Univision also got a lift from the youth-oriented awards show “Premios Juventud,” which aired July 18. Univision ranked as the No. 1 network on the night with an opening song by Pitbull and Jennifer Lopez that created tons of buzz on social media.
So tell us, who will win Sunday’s Super Bowl?
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