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The Univision Television Network estimates that the telecast of the 9th Annual Latin GRAMMY Awards last night reached over 11 million viewers -- that’s all viewers, not just Hispanics -- who watched some or all of the gala, star-studded event. According to Nielsen Media Research’s NTI Ratings, the broadcast attracted 1.8 million Adults 18-34 (beating CBS, Fox and CW) 3.2 million Adults 18-49 (beating Fox and CW), and 2.2 million Persons 12-34 (beating Fox and CW). Overall, Univision’s telecast attracted 5.8 million average Total Viewers.
Among Adults 18-34, the Univision broadcast beat such other popular programs as ABC’s “Ugly Betty” (1,523,000) and “Life on Mars” (1,330,000); CBS’s “Survivor: Gabon” (1,556,000) and “Eleventh Hour” (1,432,000); Fox’s two editions of “Kitchen Nightmares” (1,479,000); NBC’s “My Name is Earl” (1,656,000) and “Kath & Kim” (1,282,000); and CW’s “Smallville” (921,000) and “Supernatural” (759,000).
Univision’s Latin GRAMMY Awards also had more Hispanic viewers (Persons 2+, Adults 18-34 and Adults 18-49) than the latest editions of the American Music Awards, Country Music Awards, Academy Awards, and Emmy Awards COMBINED.
Source: Nielsen Media Research, NTI, Thursday, 11/13/2008, 8pm-11pm. Live+SD.
Locally, the broadcast was also the #1 program in its time period in a number of major markets among key demos, regardless of language:
Total Viewers 2plus: Los Angeles, Miami, Houston, and Dallas
Households: Los Angeles, Miami, and Houston
Adults 18-34: Los Angeles, New York, Miami, Houston, Chicago, Dallas, and Phoenix
Adults 18-49: Los Angeles, Miami, Houston, Dallas, and Phoenix
Adults 25-54: Los Angeles, Miami, Houston, Dallas, and Phoenix
Teens 12-17: Los Angeles, Miami, Houston, Chicago, Dallas, and Phoenix
In addition, Univision’s Latin GRAMMY Awards had MORE VIEWERS than the combined viewership to ABC, CBS, NBC, and FOX among Adults 18-34 in Houston (+36%), Los Angeles (+27%), Dallas (+8%) and among Adults 18-49 in Houston (+12%).
SOURCE: Nielsen Media Research, NSI 11/13/08 Live Data
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