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Younger viewers

Hot thing with
Hispanic kids: 'Premio'


Univision's music awards special places second

Mar 2, 2007

Univision rarely ranks No. 2 for the night among the six major broadcast networks in any demographic, let alone on a Thursday, the most competitive night of the week, and it almost never does so during sweeps.

But the network did just that last Thursday among kids 2-11 thanks to “Premio Lo Nuestro 2007,” a Latin music awards show that boosted Univision above all the networks except “American Idol”-fueled Fox.

“Premio” averaged a 2.2 2-11 rating from 8 to 11 p.m. on Feb. 22, well behind Fox’s 4.1 but 0.4 ahead of second-place CBS.

The show drew more Hispanic kids than the Academy Awards, Emmys, Golden Globes and Grammys combined, and it ranked higher for the night among kids than in any other demographic. It placed third for the night among teens and adults 18-24.

It faced tough competition, too. “Premio” aired opposite CBS’s “Survivor” and ABC’s “Grey’s Anatomy,” which were both top 10 shows among 2-11s last week on broadcast. And it faced Fox’s dominant “Idol,” which more than doubled “Survivor’s” rating. It did not beat any of those shows individually.

But Univision was the only network to average a 1.9 or above every hour of the night, including Fox. That steadiness led it to its only second-place nightly finish of the week.

“Premio” benefited from the presence of English-Spanish crossover singers like Marc Anthony, who received male artist of the year in the tropical music category, and his wife, Jennifer Lopez, who presented video of the year.

The show also likely pulled a more ethnically diverse group of Hispanics than usually watches the Mexican-dominant network. “Premio” award winners included a Dominican group and a Puerto Rican singer as well as several popular Mexican acts, and a Colombian singer was among the performers.

Finally, as most awards shows do these days, “Premio” received lots of online exposure leading up to the show, which often helps boost ratings. Univision.com also posted behind-the-scenes “Premio” features, celebrity gossip and footage of winners both during and after the show as well.

Meanwhile, in other younger viewer ratings for the week ending Feb. 25:

Among teens 12-17: Fox was first with a 4.1 rating and 14 share, followed by ABC at 2.3/8, Univision and CW at 1.5/5, CBS at 1.3/4, NBC at 1.2/4, Telefutura at 0.3/1, Telemundo at 0.2/1, and Azteca at 0.0/0.

Among kids 2-11: Fox led with a 3.5/12, followed by ABC and Univision at 1.4/6, CBS at 1.0/4,  the CW at 0.9/3, NBC at 0.7/3, Telemundo and Telefutura at 0.2/1, and Azteca at 0.0/0.

The top five shows among kids 2-5: 1. “SpongeBob SquarePants” (Nickelodeon, Monday 7:30 p.m.); 2. “SpongeBob SquarePants” (Nickelodeon, Monday 7 p.m.); 3. “SpongeBob SquarePants” (Nickelodeon, Monday 8 p.m.); 4. “Mickey Mouse Clubhouse” (Disney, Saturday 9 a.m.); 5. “Wonder Pets” (Nickelodeon, Monday 11 a.m.)

The top five shows among kids 6-11: 1. “SpongeBob SquarePants” (Nickelodeon, Monday 8 p.m.); 2. “SpongeBob SquarePants” (Nickelodeon, Monday 7:30 p.m.); 3. “American Idol” (Fox, Tuesday 8 p.m.); 4. “American Idol” (Fox, Wednesday 8 p.m.); 5. “SpongeBob SquarePants” (Nickelodeon, Monday 7 p.m.)

The top five shows among tweens 9-14: 1. “American Idol” (Fox, Tuesday 8 p.m.); 2. “American Idol” (Fox, Wednesday 8 p.m.); 3. “American Idol” (Fox, Thursday 8 p.m.); 4. “Suite Life of Zack and Cody” (Disney, Friday 7:30 p.m.); 5. “SpongeBob SquarePants” (Nickelodeon, Monday 8 p.m.)

TOP 10 PROGRAMS – BROADCAST AND CABLE
Kids 2-5
Week Ended Feb. 25

 

Program

Net

Rtg%

(000)

1

SPONGEBOB-02/19/2007

NICK

8.1

1282

2

SPONGEBOB-02/19/2007

NICK

7.2

1144

3

SPONGEBOB-02/19/2007

NICK

7.2

1144

4

MICKEY MOUSE CLUBHOUSE-02/24/2007

DSNY

7

1099

5

WONDER PETS-02/19/2007

NICK

6.8

1082

5

SPONGEBOB-02/23/2007

NICK

6.8

1081

7

DORA THE EXPLORER-02/19/2007

NICK

6.8

1076

8

DORA THE EXPLORER-02/19/2007

NICK

6.7

1062

8

BLUES CLUES-02/19/2007

NICK

6.7

1057

8

DORA THE EXPLORER-02/23/2007

NICK

6.6

1041

Source: Disney-ABC Television Group, based on data from Nielsen Media Research

 

TOP 10 PROGRAMS – BROADCAST AND CABLE
Kids 6-11
Week Ended Feb. 25

 

Program

Net

Rtg%

(000)

1

SPONGEBOB-02/19/2007

NICK

8.7

2108

2

SPONGEBOB-02/19/2007

NICK

8.4

2039

2

AMERICAN IDOL-TUESDAY-02/20/2007

FOX

8.4

2036

4

AMERICAN IDOL-WEDNESDAY-02/21/2007

FOX

8.3

2015

4

SPONGEBOB-02/19/2007

NICK

7.4

1798

6

AMERICAN IDOL THU SP-2/22-02/22/2007

FOX

7.3

1765

6

NAKED BROTHERS BAND-02/24/2007

NICK

7

1691

8

BIG FAT LIAR-02/24/2007

DSNY

6.9

1662

8

SUITE LIFE OF ZACK & CODY-02/23/2007

DSNY

6.5

1569

10

DRAKE & JOSH-02/24/2007

NICK

6.2

1507

Source: Disney-ABC Television Group, based on data from Nielsen Media Research

 

TOP 10 PROGRAMS – BROADCAST AND CABLE
Kids 9-14
Week Ended Feb. 25

Rank

Program

Net

Rtg%

(000)

1

AMERICAN IDOL-TUESDAY-02/20/2007

FOX

9.5

2336

2

AMERICAN IDOL-WEDNESDAY-02/21/2007

FOX

9.2

2271

3

AMERICAN IDOL THU SP-2/22-02/22/2007

FOX

7.9

1929

4

SUITE LIFE OF ZACK & CODY-02/23/2007

DSNY

5.9

1461

5

SPONGEBOB-02/19/2007

NICK

5.8

1418

6

ACADEMY AWARDS-02/25/2007

ABC

5.4

1336

7

BIG FAT LIAR-02/24/2007

DSNY

5.2

1289

8

SPONGEBOB-02/19/2007

NICK

5.2

1283

9

S CORY IN THE HOUSE-02/19/2007

DSNY

5.1

1264

10

NED DECLASSIFIED-02/24/2007

NICK

5.1

1249

Source: Disney-ABC Television Group, based on data from Nielsen Media Research

 



Toni Fitzgerald is a staff writer for Media Life.




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