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For Telemundo,
summer brings a boost

Network's ratings are up smartly with its new focus

By Kevin Downey
Jul 8, 2009

'Los Victorinos' sees a near record premiere
For years, the NBC-owned Telemundo has struggled in Univision’s shadow, pulling paltry ratings compared to its giant Spanish-language rival.

That’s starting to change.

Univision continues to air shows that previously were hits in Mexico, all but ensuring they will draw big audiences among Spanish-speaking viewers in the U.S. 

But Telemundo has been aggressively moving into airing original productions, in a dramatic shift after years of rebroadcasting shows from other Spanish-speaking countries.

It's now paying off for Telemundo, which like all the Spanish-language networks tends to do well in the summer when their original episodes compete with a slew of repeats on English-language networks.

For the week ending July 5, Telemundo’s primetime audience was up 20 percent from the same week last year, to 1.14 million viewers.

By comparison, Univision was flat at just under 3.3 million. Univision’s sister network, TeleFutura, was up 50 percent, to an average 750,000 viewers.

In 18-49s, Telemundo was up 18 percent from the year-earlier period, to 660,000 viewers. Univision was No. 1 but down 7 percent, to 1.7 million viewers. TeleFutura was up 42 percent, to 440,000 viewers.

Telemundo now accounts for 22 percent of the 18-49 Spanish-language audience among the Big Three Spanish-language networks.

Typical of its new programming is the 10 p.m. novela, or soap opera, “Los Victorinos,” which got off to a strong start on June 23.

The show, about three guys with the same name but very different lives, was Telemundo’s highest-rated premiere ever in the timeslot. And it was its fourth strongest premiere overall, with 893,000 viewers in the 18-49 demographic.

“Los Victorinos” follows another hit for the network, “Sin Senos No Hay Paraiso,” about an ambitious woman who gets mixed up with drug traffickers.

“Sin Senos” was Telemundo’s biggest hit ever, its finale on June 22 pulling an audience of 1.2 million 18-49 viewers. For its full run, the series averaged 940,000.

***

In broadcast ratings for the week ended July 5:

Among adults 18-49, Fox was first with a 1.5 average rating and a 5 share, followed by CBS and NBC at 1.4/5, Univision at 1.3/5, ABC at 1.1/4, Telemundo and MyNetworkTV at 0.5/2, Telefutura and CW at 0.3/1, Ion at 0.2/1 and Azteca at 0.1/0.
 
Among adults 18-34, Univision was first with a 1.4 average rating and a 6 share, followed by Fox at 1.3/5, NBC at 1.0/4, ABC at 0.9/4, CBS at 0.8/3, Telemundo at 0.6/2, MyNetworkTV 0.4/2, Telefutura at 0.4/1, CW at 0.3/1 and Azteca at 0.1/0.

Among adults 25-54, CBS was first with a 2.0 rating and a 6 share, followed by NBC at 1.8/6, Fox at 1.6/5, ABC at 1.4/4, Univision at 1.3/4, MyNetworkTV at 0.5/2, Telemundo at 0.5/1, CW at 0.4/1, Telefutura at 0.3/1 and Azteca at 0.1/0.

Top five English-language Big Five shows (18-49s): 1. NBC’s “America’s Got Talent - Tuesday” 3.7; 2. Fox’s “So You Think You Can Dance – Wednesday” 3.0; 3. NBC’s “America’s Got Talent - Wednesday” 2.9; 4. CBS’s “Two and a Half Men” 2.8; Tie-5. ABC’s “Wipeout” and “The Bachelorette” 2.7.

Top five English-language Big Five shows (total viewers): 1. NBC’s “America’s Got Talent - Tuesday” 13.15 million; 2. NBC’s “America’s Got Talent - Wednesday” 11.44 million; 3. CBS’s “NCIS” 10.83 million; 4. CBS’s “The Mentalist - Tuesday” 10.55 million; 5. CBS’s “The Mentalist” 9.79 million.

Top five time-shifted English-language Big Five shows (18-49s, by Live+7 playback, week ended June 7): 1. Fox’s “So You Think You Can Dance - Wednesday” 1.61 million (up 33 percent); 2. Fox’s “So You Think You Can Dance - Thursday” 1.56 million (up 32 percent); 3. NBC’s “Medium” 1.09 million (up 29 percent); 4. NBC’s “Law & Order: Special Victims Unit” 1.01 million (up 20 percent); 5. ABC’s “The Bachelorette” 966,000 (up 28 percent).

Show on the rise: “America’s Got Talent,” NBC, Tuesday 9 p.m. The Tuesday edition posted a 3.7 rating among viewers 18-49, up 16 percent from a 3.2 the previous week.

Show on the decline: “The Philanthropist,” NBC, Wednesday 10 p.m. The drama fell 26 percent week-to-week among 18-49s, from a 1.9 rating to a 1.4.


WEEKLY PRIMETIME AVERAGES BY NETWORK
 Ranked on Households
Week Ending July 5

Network

Households

People 2+

Adults 18-49

Rtg%

(000)

Shr

Rtg%

(000)

Shr

Rtg%

(000)

Shr

CBS

4.5

5170

9

2.4

6890

7

1.4

1830

5

NBC

3.5

3960

7

1.9

5380

6

1.4

1880

5

FOX

2.6

3000

5

1.5

4240

5

1.5

1940

5

ABC

2.4

2770

5

1.3

3720

4

1.1

1500

4

UNI

1.7

1950

3

1.1

3290

4

1.3

1710

5

MNT

0.9

1050

2

0.5

1420

2

0.5

600

2

CW

0.6

700

1

0.3

900

1

0.3

450

1

TEL

0.5

620

1

0.4

1140

1

0.5

660

2

ION

0.4

450

1

0.2

580

1

0.2

200

1

TF

0.4

440

1

0.3

750

1

0.3

440

1

AZA

0.1

110

0

0.1

170

0

0.1

100

0

* Each rating point is equivalent to 1. 145 million homes

Source: Nielsen Media Research 

 

SEASON-TO-DATE PRIMETIME AVERAGES BY NETWORK
Ranked on Households
Week Ending July 5

Network

Households

People 2+

Adults 18-49

Rtg%

(000)

Shr

Rtg%

(000)

Shr

Rtg%

(000)

Shr

CBS

6.6

7540

11

3.6

10470

10

2.7

3520

8

FOX

5.1

5830

8

2.9

8530

8

3.1

4090

9

ABC

5.0

5760

8

2.7

7900

7

2.5

3290

7

NBC

4.4

5000

7

2.4

7010

6

2.4

3150

7

UNI

1.9

2190

3

1.3

3820

3

1.5

1990

4

CW

1.2

1320

2

0.6

1720

2

0.7

960

2

TEL

0.6

680

1

0.4

1180

1

0.5

680

1

ION

0.4

490

1

0.2

630

1

0.2

210

0

TF

0.3

390

1

0.2

670

1

0.3

390

1

AZA

0.1

120

0

0.1

180

0

0.1

110

0

* Each rating point is equivalent to 1. 145 million homes

Note: Season-to-date estimates are a weighted average of pre-TSV and Live+SD data.
Source: Nielsen Media Research 

TOP 25 PROGRAMS – BROADCAST
Ranked on Households
Week Ending July 5

#

PROGRAMS

Net

HOUSEHOLDS

PERSONS 2+

Rtg%

Shr

(000)

#

Rtg%

(000)

1

AMERICA 'S GOT TALENT-TUE

NBC

7.6

13

8699

1

4.5

1

2

AMERICA GOT TALENT-WED 9P

NBC

6.9

12

7846

2

3.9

2

3

NCIS

CBS

6.8

12

7785

3

3.7

3

4

MENTALIST, THE - TUESDAY

CBS

6.7

11

7685

4

3.6

4

5

MENTALIST, THE

CBS

6.5

12

7451

5

3.4

5

6

TWO AND A HALF MEN

CBS

5.9

10

6780

6

3.2

6

7

CSI

CBS

5.5

10

6252

8

2.8

7

7

CSI: NY

CBS

5.5

10

6253

8

2.8

7

9

48 HOURS MYSTERY TUESDAY

CBS

5.4

10

6170

8

2.8

9

9

60 MINUTES

CBS

5.4

11

6164

7

2.9

9

9

CRIMINAL MINDS

CBS

5.4

9

6232

8

2.8

9

9

CSI: MIAMI

CBS

5.4

9

6149

8

2.8

9

13

BACHELORETTE, THE

ABC

5.3

9

6083

15

2.7

13

14

AMERICA 'S GT TLNT 8P 6/30(S)

NBC

5.2

10

5997

8

2.8

14

15

BIG BANG THEORY, THE

CBS

5.1

8

5821

15

2.7

15

16

LAW AND ORDER:SVU

NBC

4.8

8

5469

18

2.5

16

17

DATELINE NBC-MON

NBC

4.6

8

5304

21

2.3

17

17

SO YOU THINK CN DANCE-WED

FOX

4.6

8

5233

15

2.7

17

19

COLD CASE

CBS

4.5

8

5170

20

2.4

19

20

SO YOU THINK CN DANCE-THU

FOX

4.4

8

5063

18

2.5

20

20

WITHOUT A TRACE

CBS

4.4

8

4982

21

2.3

20

22

BOSTON POPS FIREWORKS(S)

CBS

4.3

10

4883

21

2.3

22

22

CSI: MIAMI THURSDAY-SP(S)

CBS

4.3

8

4878

25

2.2

22

22

MILLION DOLLAR PASSWORD

CBS

4.3

8

4879

21

2.3

22

22

WIPEOUT

ABC

4.3

8

4979

8

2.8

22

Source: Nielsen Media Research

TOP 25 PROGRAMS – BROADCAST
Adults 18-49
Week Ending July 5

Rank

Program

Net

Rtg%

(000)

1

AMERICA 'S GOT TALENT-TUE

NBC

3.7

4925

2

SO YOU THINK CN DANCE-WED

FOX

3.0

3911

3

AMERICA GOT TALENT-WED 9P

NBC

2.9

3872

4

TWO AND A HALF MEN

CBS

2.8

3650

5

BACHELORETTE, THE

ABC

2.7

3605

5

WIPEOUT

ABC

2.7

3585

7

BIG BANG THEORY, THE

CBS

2.6

3463

8

AMERICA 'S GT TLNT 8P 6/30(S)

NBC

2.3

2974

8

SO YOU THINK CN DANCE-THU

FOX

2.3

3064

10

DATELINE NBC-MON

NBC

2.2

2838

11

FAMILY GUY

FOX

2.1

2825

11

MANANA PARA SIEMPRE TUE

UNI

2.1

2789

13

48 HOURS MYSTERY TUESDAY

CBS

2.0

2650

13

CSI: MIAMI

CBS

2.0

2579

13

NCIS

CBS

2.0

2680

13

SIMPSONS SP-7/5 9:30P(S)

FOX

2.0

2632

17

LAW AND ORDER:SVU

NBC

1.9

2466

17

MANANA PARA SIEMPRE MON

UNI

1.9

2531

17

MANANA PARA SIEMPRE THU

UNI

1.9

2557

17

MANANA PARA SIEMPRE WED

UNI

1.9

2521

17

MENTALIST, THE

CBS

1.9

2456

17

MENTALIST, THE - TUESDAY

CBS

1.9

2567

17

RULES OF ENGAGEMENT

CBS

1.9

2448

24

CRIMINAL MINDS

CBS

1.8

2438

25

CSI: NY

CBS

1.7

2270

25

HERE COME THE NEWLYWEDS

ABC

1.7

2247

25

HOW I MET YOUR MOTHER

CBS

1.7

2270

25

MANANA PARA SIEMPRE FRI

UNI

1.7

2257

25

SIMPSONS

FOX

1.7

2306

Source: Nielsen Media Research

  

SPANISH-LANGUAGE TELEVISION (WEEKLY COLLAPSED)
Ranked on Households
Week Ending June 28

#

PROGRAMS

Net

Rtg

P2+ (000)

1

MANANA PARA SIEMPRE M-F

UNI

20.9

4540

2

CUIDADO CON EL ANGEL M-F

UNI

17.7

3717

3

NOT UNI PRESENTA 6/23(S)-06/23/2009

UNI

16.9

3490

4

CRISTINA MON

UNI

16.4

3436

5

MICHAEL JACKSON:LYND 6/26(S)-06/26/2009

UNI

14.7

3038

6

MUJERES ASESINAS THU

UNI

14.4

3050

7

DON FRANCISCO PRESENTA WE

UNI

13.9

2722

8

GANCHO AL CORAZON M-F

UNI

12.3

2579

9

SABADO GIGANTE SAT

UNI

10

2118

10

RUMBO AL MUNDIAL 6/24(S)-06/24/2009

TEL

8.7

1872

11

RUMBO AL MUNDIAL 06/28(S)-06/28/2009

TEL

8.5

1982

12

HAZME REIR MILLONARIO SUN

UNI

7.7

1624

13

QUIEN TIENE RAZON? EE SUN

UNI

7.6

1444

14

SN SENOS NO HAY PARAISO M-F

TEL

7.5

1945

15

VICTORINOS T

TEL

6.4

1537

16

ROSTRO DE ANALIA M-F

TEL

5.5

1308

17

VICTORINOS W

TEL

5

1332

18

VICTORINOS R

TEL

4.7

1133

19

BETTY LA FEA M-F

TF

4.3

915

19

JUEGO DE ORO SAT

UNI

4.3

867

21

VICTORINOS F

TEL

4.2

1054

21

MAS SABE EL DIABLO M-F

TEL

4.2

957

23

RUMBO PRE-GAME 6/24(S)-06/24/2009

TEL

4.1

792

23

CINE MILLONARIO

TEL

4.1

1033

25

CINE DE LAS ESTREL SUN 2

TF

3.8

892

Source: Nielsen Media Research

 

HISPANIC ENGLISH-LANGUAGE VIEWING
Ranked on Households
Week Ending June 28

#

PROGRAMS

Net

Rtg

P2+(000)

1

AMERICA 'S GOT TALENT-TUE

NBC

2.9

528

1

20/20 SP EDITION-6/25 10P(S)-06/25/2009

ABC

2.9

502

3

FAMILY GUY

FOX

2.7

606

4

WIPEOUT

ABC

2.6

587

5

SO YOU THINK CN DANCE-WED

FOX

2.5

490

6

TWO AND A HALF MEN

CBS

2.4

391

7

DATELINE FRI

NBC

2.3

374

7

AMERICA GOT TALENT-WED 9P

NBC

2.3

472

9

CSI: MIAMI

CBS

2.2

395

9

SIMPSONS

FOX

2.2

437

9

20/20-FRI

ABC

2.2

375

9

AMERICAN DAD

FOX

2.2

501

9

PHILANTHROPIST

NBC

2.2

373

9

WWE FRIDAY NIGHT SMACKDWN

MNT

2.2

390

Source: Nielsen Media Research

 

AFRICAN AMERICAN AUDIENCE ESTIMATES
Ranked on Households
Week Ending June 28

#

PROGRAMS

Net

Rtg

P2+(000)

1

CBS NEWS: MICHAEL JACKSON

CBS

6.7

1230

2

CSI: MIAMI

CBS

6.1

1127

3

20/20-FRI

ABC

6.0

1073

4

20/20 SP EDITION-6/25 10P

ABC

5.7

982

4

AMERICA 'S GOT TALENT-TUE

NBC

5.7

1107

6

20/20 SP EDITION-6/25 9P

ABC

5.6

976

7

DATELINE FRI

NBC

5.4

947

8

NCIS

CBS

5.3

981

8

SO YOU THINK CN DANCE-WED

FOX

5.3

939

10

MENTALIST, THE - TUESDAY

CBS

4.9

868

10

CSI: NY

CBS

4.9