In February 2001 (1/29-2/25/01), Nielsen's latest sweep period, Telemundo continued its spectacular sign-on to sign-off ratings growth, by capturing 28% of the coveted adult 18-49 viewers to Spanish-language television - a record performance - compared to a 22% share one year ago and a 26% share just two months prior in November '00, the previous sweep period. Furthermore, for the sixth consecutive sweep period Telemundo continues to be the Fastest growing broadcast network* among Hispanic adults 18-49.
Weekday Primetime Reaches Record High Ratings
Telemundo's primetime performance was unprecedented; not only did many shows established ratings records, but Telemundo's entire primetime block (M-Sun 7PM-11PM) also reached record high ratings, and captured an all-time high of 25% share of adult 18-49 viewers. Telemundo's adult 18-49 ratings in the critical prime time increased by 48% compared to February '00 and by 13% from November '00.
Telemundo's weekday primetime novela block (M-F 7PM-11PM) delivered a 25% increase in adults 18-49 ratings compared to the previous year, while the Spanish-language competitor decreased by 12%. "Betty La Fea" (M-F 8PM-9PM) delivered its highest rating to date - 11.4 HH Rtg or 1,016,000 viewing homes on 2/19. "Betty" has more than doubled (+180%) adult 18-49 ratings from a year ago and topped its own incredible November '00 performance by 14%. "Betty" captured a 30% share of adult 18-49 viewers in February '01, with over 1.4 million total viewers watching "Betty" every night. At 9PM, "¿Por Que Diablos?" also delivered a record high rating on February 22th when 594,000 viewing homes tuned in (6.6 HH Rtg). "¿Por Que Diablos?" has increased last year's time period performance by 68% among adults 18-49, and built on its own November '00 delivery by 14%.
Early Fringe Continued Success
Telemundo's early fringe hits include "Laura en America" (M-F 4PM-5PM) which delivered its highest ratings since its debut, up 140% in adults 18-49 ratings compared to the time period performance last February '00, and up 20% from November '00. In February '01, "Laura" captured 43% of adult 18-49 viewers versus the Spanish-language competitor, and was seen every day by an average of 988,000 total viewers.
"Ocurrio Asi" (M-F 5PM-6PM), Telemundo's successful award winning news-magazine, delivered its highest ratings in the last 4 years, attracting an average of 837,000 total viewers every afternoon. "Ocurrio Asi" increased its adult 18-49 ratings by 61% from its delivery one year ago, and by 16% from November '00. "Ocurrio Asi" advanced its share of adult 18-49 audience from 20% last February '00 to a current 33% share.
Hollywood Blockbusters Propel Weekend Primetime
Sunday nights on Telemundo were unquestionably amazing. Telemundo's "Cinemundo Premiere" - a showcase of Hollywood blockbusters - delivered record high ratings performances. The broadcast of "Selena" (8PM-11PM) on February 11th, starring Jennifer Lopez, was seen by an average of 927,000 adults 18-49. The following Sunday, over 2.2 million viewers tuned in to the broadcast of "Anaconda" (9PM-11PM), which surpassed the rating record established the week prior by "Selena". "Anaconda" delivered a 13.2 HH Rtg and an 8.2 A18-49 Rtg - translating to over 1.2 million adults 18-49. In addition to beating the Spanish-language competitor's Sunday night line-up garnering a 60% share of adults 18-49 viewers, Telemundo also out-delivered UPN's prime time adults 18-49 audience by 7% on that evening**.
"All of us at Telemundo are extremely pleased with the dramatic increases in our share of the Spanish-language TV audience," said James McNamara, President and CEO of Telemundo. "By continuing to offer our viewers original and relevant programming, we are building on our audience base and creating new viewer habits."
Source: Nielsen Hispanic Television Index, February 2001
*Percent Year-to-Year Ratings Growth (M-Sat 8PM-11PM + Sun 7PM-11PM)
**Nielsen Television Index, 2/18/01 A18-49 000s
Shares are Among Spanish-Language Broadcast Networks