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Younger viewers

Young lust at
dusk: 'Barrera de Amor'


Univision telenovela shoots up in the ratings

Aug 18, 2006

Compared to English-language primetime soap operas like the WB’s “One Tree Hill,” where kids basically bed-hop blithely from week to week, Univision’s telenovela plots are surprisingly complex.

Maite, who was brutally raped by Adolfo, wanted to marry Luis Antonio, but instead bears Adolfo’s child while Luis Antonio faces jail for beating Adolfo, his former best friend, senseless.

Years later, Maite’s daughter Valeria meets up with Luis Antonio’s son, Andres, at an elite boarding school, where they’re joined by Valeria’s half-sister, Veronica, who has multiple personality disorder. They’re best friends, they don’t know they’re sisters, and they’re both in love with Andres, who wants to be a bull fighter but is keeping it secret from his disapproving dad.

And that’s merely some of the background for Univision’s “Barrera de Amor” (Barrier of Love), its 9 p.m. show that has been on the rise of late among teenagers. Though the juicy storylines certainly have something to do with that jump, it’s also benefiting from a lack of similarly juicy fare on younger-skewing UPN and the WB this summer.

Last week, the week ended Aug. 13, “Amor” averaged 291,000 teen viewers ages 12-17, its best average weekly audience ever since its April debut.

It placed third or better in its 9 p.m. timeslot three times against English-language broadcast competition, even tying for second place with CBS’s “CSI” on Thursday.

For sure, “Amor” has gotten a lift from its lead-in, top-rated Hispanic show “La Fea Mas Bella” at 8 p.m. Since “Bella” premiered in late spring, pushing “Amor” from 8 to 9 p.m., “Amor’s” ratings have doubled on some nights among teens.

But “Amor’s” ratings bump also speaks to the serious dearth of young-skewing programming this summer, when the WB and UPN have essentially given up before merging into the CW this fall.

In summers past, both networks offered new shows, such as the WB’s soapy “Summerland,” that appealed to teens. With no new programming from either this summer, their reruns are faring terribly among teens, some of whom are young Hispanics who watch both English and Spanish programming.

Between them, UPN and the WB had just four shows average above a 1.0 rating in 12-17s last week. By comparison, “Amor” averaged a 1.2 for five episodes.

This could mean good things for Univision among teens come fall. The Big Four broadcast networks don’t target the younger end of 12-34s, and now just one network, the CW, will instead of two.

Thus though Univision’s 18-49 and 18-34 ratings may fall off after this impressive summer, it could remain strong among teens.

Meanwhile, in broadcast and basic cable ratings for younger viewers for the week ended Aug. 13:

Among teens 12-17: Fox was first at 1.5, trailed by NBC in second with a 1.2, CBS third at 1.1, Univision fourth at 1.0, UPN fifth at 0.9, and ABC sixth with a 0.8, followed by the WB at 0.7, Telemundo at 0.2 and Telefutura at 0.1.
 
Among kids 2-11: Fox and Univision tied for No. 1 with a 1.0, followed by UPN and NBC at 0.8, CBS and ABC at 0.7, the WB at 0.4, Telemundo at 0.2, and Telefutura at 0.1.

On basic cable for the week ended Aug. 13:

Top five shows among 2-11s: 1. “SpongeBob SquarePants” (Nickelodeon, Monday, 1:30 p.m.); 2. “SpongeBob SquarePants” (Nickelodeon, Monday, 1 p.m.); 3. “SpongeBob SquarePants” (Nickelodeon, Thursday, 5 p.m.); 4. “Drake & Josh” (Nickelodeon, Thursday, 5:30 p.m.); 5. “Drake & Josh” (Nickelodeon, Tuesday, 5:30 p.m.)

Top five shows among 6-11s: 1. “Drake & Josh” (Nickelodeon, Monday, 5:30 p.m.); 2. “Drake & Josh” (Nickelodeon, Tuesday, 5:30 p.m.); 3. “Drake & Josh” (Nickelodeon, Thursday, 5 p.m.); 4. “Drake & Josh” (Nickelodeon, Wednesday, 5:30 p.m.); 5. “SpongeBob SquarePants” (Nickelodeon, Thursday, 5 p.m.)

Top five shows among 12-17s: 1. “Nick Cannon’s Wild & Out” (MTV, Thursday, 10 p.m.); 2. “WWE Entertainment” (USA, Monday, 10 p.m.); 3. “Family Guy” (Adult Swim, Monday, 11:30 p.m.); 4. “WWE Entertainment” (USA, Monday, 9 p.m.); 5. “Pimp My Ride” (MTV, Thursday, 10:30 p.m.)

Top five shows among 12-24s: 1. “Nick Cannon’s Wild & Out” (MTV, Thursday, 10 p.m.); 2. “WWE Entertainment” (USA, Monday, 10 p.m.); 3. “Real World/Road Rules: Fresh Meat” (MTV, Monday, 10 p.m.); 4. “Family Guy” (Adult Swim, Monday, 11:30 p.m.); 5. “Flavor of Love 2” (VH1, Sunday, 10 p.m.)

Note: The combined cable and broadcast charts for the week ended Aug. 13 were delayed by MTV Networks. Below are cable charts for younger viewers for that week. The regular charts will return next week.

TOP 20 PROGRAMS - BASIC CABLE TV
Adults 12-24
Week Ended Aug. 13, 2006

 

Program

Net

Rtg%

(000)

1

NICK CANNONS WILD & OUT

MTV

3.4

      1,438

2

WWE ENTERTAINMENT

USA

3.3

      1,423

2

RW/RR FRESH MEAT

MTV

3.3

      1,391

4

FAMILY GUY

ADSM

3.1

      1,334

5

FLAVOR OF LOVE 2

VH1

3.0

      1,294

5

WWE ENTERTAINMENT

USA

3.0

      1,271

7

MAKING THE BAND 3

MTV

2.9

      1,251

8

FAMILY GUY

ADSM

2.8

      1,185

9

RUNS HOUSE

MTV

2.7

      1,160

9

FAMILY GUY

ADSM

2.7

      1,159

9

FAMILY GUY

ADSM

2.7

      1,158

9

PIMP MY RIDE

MTV

2.7

      1,142

13

FUTURAMA

ADSM

2.5

      1,066

13

REAL WORLD XVII

MTV

2.5

      1,062

15

FUTURAMA

ADSM

2.4

      1,025

16

FRESH PRINCE OF BEL AIR

NAN

2.3

         996

16

FUTURAMA

ADSM

2.3

         981

18

FUTURAMA

ADSM

2.2

         959

18

FAMILY GUY

ADSM

2.2

         936

20

FUTURAMA

ADSM

2.1

         913

Source: MTV Networks, based on data from Nielsen Media Research

 

TOP 20 PROGRAMS - BASIC CABLE TV
Teens 12-17
Week Ended Aug. 13, 2006

 

Program

Net

Rtg%

(000)

1

NICK CANNONS WILD & OUT

MTV

4.4

914

2

WWE ENTERTAINMENT

USA

4.3

888

3

FAMILY GUY

ADSM

4.0

829

4

WWE ENTERTAINMENT

USA

3.9

808

5

PIMP MY RIDE

MTV

3.8

779

6

FLAVOR OF LOVE 2

VH1

3.7

763

7

FRESH PRINCE OF BEL AIR

NAN

3.4

713

8

FAMILY GUY

ADSM

3.2

666

9

FAMILY GUY

ADSM

3.2

666

10

RW/RR FRESH MEAT

MTV

3.2

656

11

NARUTO

TOON

3.2

654

12

FAMILY GUY

ADSM

3.1

649

13

MAKING THE BAND 3

MTV

3.1

642

14

FUTURAMA

ADSM

3.0

622

15

FRESH PRINCE OF BEL AIR

NAN

3.0

623

16

FRESH PRINCE OF BEL AIR

NAN

3.0

618

17

RUNS HOUSE

MTV

3.0

612

18

FRESH PRINCE OF BEL AIR

NAN

2.9

610

19

FAMILY GUY

ADSM

2.9

599

20

DRAKE & JOSH

NICK

2.8

589

20

FUTURAMA

ADSM

2.8

587

20

FUTURAMA

ADSM

2.8

586

Source: MTV Networks, based on data from Nielsen Media Research

 

TOP 20 PROGRAMS - BASIC CABLE TV
Kids 6-11
Week Ended Aug. 13, 2006

Rank

Program

Net

Rtg%

(000)

1

DRAKE & JOSH

NICK

7.7

      1,539

2

DRAKE & JOSH

NICK

7.0

      1,397

3

DRAKE & JOSH

NICK

6.9

      1,389

3

DRAKE & JOSH

NICK

6.9

      1,385

5

SPONGEBOB

NICK

6.6

      1,331

6

SPONGEBOB

NICK

6.5

      1,301

6

SPONGEBOB

NICK

6.5

      1,300

8

D PHANT REALITY TRIP

NICK

6.3

      1,270

8

FAIRLY ODD PARENTS

NICK

6.3

      1,263

8

SPONGEBOB

NICK

6.3

      1,258

8

FAIRLY ODD PARENTS

NICK

6.3

      1,257

12

SPONGEBOB

NICK

6.2

      1,247

12

SPONGEBOB

NICK

6.2

      1,238

14

SPONGEBOB

NICK

6.0

      1,210

14

JIMMY NEUTRON

NICK

6.0

      1,192

16

FAIRLY ODD PARENTS MOVIE

NICK

5.9

      1,190

16

NED DECLASSIFIED

NICK

5.9

      1,183

16

SPONGEBOB

NICK

5.9

      1,176

16

FOSTERS HOME IMGNRY FRNDS

TOON

5.9

      1,172

16

FAIRLY ODD PARENTS

NICK

5.9

      1,175

16

DRAKE & JOSH

NICK

5.9

      1,175

Source: MTV Networks, based on data from Nielsen Media Research

 

TOP 20 PROGRAMS - BASIC CABLE TV
Kids 2-11
Week Ended Aug. 13, 2006

Rank

Program

Net

Rtg%

(000)

1

SPONGEBOB

NICK

6.6

      2,141

2

SPONGEBOB

NICK

6.4

      2,088

2

SPONGEBOB

NICK

6.4

      2,074

4

DRAKE & JOSH

NICK

6.2

      2,032

4

DRAKE & JOSH

NICK

6.2

      2,025

4

SPONGEBOB

NICK

6.2

      2,017

4

SPONGEBOB

NICK

6.2

      2,012

4

SPONGEBOB

NICK

6.2

      2,010

9

FAIRLY ODD PARENTS

NICK

6.1

      1,999

9

SPONGEBOB

NICK

6.1

      1,983

9

DRAKE & JOSH

NICK

6.1

      1,979

12

SPONGEBOB

NICK

6.0

      1,969

12

FAIRLY ODD PARENTS

NICK

6.0

      1,964

12

SPONGEBOB

NICK

6.0

      1,960

12

DRAKE & JOSH

NICK

6.0

      1,958

16

SPONGEBOB

NICK

5.9

      1,908

17

FAIRLY ODD PARENTS

NICK

5.8

      1,905

17

BLUES ROOM: MEET BABY BRO

NICK

5.8

      1,904

17

D PHANT REALITY TRIP

NICK

5.8

      1,882

17

JIMMY NEUTRON

NICK

5.8

      1,879

Source: MTV Networks, based on data from Nielsen Media Research

 


 



Toni Fitzgerald is a staff writer for Media Life.




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