Telemundo @ 30% Share In May 2001 Sweeps.

Telemundo Network continued to climb in its share of Spanish-language television viewership, capturing a 30% share of adults 18-49 in the recently concluded May 2001 sweep period (4/30-5/27/01). This latest accomplishment marks the seventh consecutive sweep in which Telemundo increased its sign-on to sign-off share of Spanish TV viewing. Telemundo continued to show strong growth, increasing from a 26% share in May ’00 and a 28% share just two months prior in February ’01.

Telemundo’s ratings in the crucial primetime daypart (M-Sun 7PM-11PM) also have shown consistent growth, increasing by 12% among adults 18-49 year-to-year. In weekday primetime, Telemundo scored a hit with its primetime opener “Amantes del Desierto” (M-F 7PM-8PM). “Amantes” increased last year’s A18-49 ratings by 29%, and February ’01’s time period performance by an astonishing 83%. “Amantes” is seen by 700,000 viewers every night.

“Betty La Fea” (M-F 8PM-8:30PM) continued its amazing ratings growth up through the conclusion of its successful run on May 11th. Betty increased its own A18-49 ratings performance from February ’01 by 6%, and nearly tripled last year’s time period audience.

The epic “Terra Nostra” continued on a growing path by increasing its A18-49 rating performance from February ’01 by 19%. “Terra Nostra” attracts over 800,000 total viewers nightly.

On weekend primetime (Sat-Sun 7PM-11PM), Telemundo captured a 36% share of A18-49 Spanish-language viewers, posting rating increases of 40% over last year’s performance. Saturday night double movie feature (Sat 7PM-9PM) successfully increased last year’s A18-49 ratings by 30%, attracting a 33% share of adults 18-49.

Reality-based show “Acción Extrema” (Sun 7PM-8PM) was an absolute ratings success, increasing A18-49 ratings by 63% from May’00 and capturing a towering 45% share of Spanish-TV viewing. More than 1.1 million viewers tuned in on Sunday nights for “Cinemundo Premiere”, Telemundo’s showcase of Hollywood blockbusters. “Cinemundo” increased A18-49 ratings by 29% compared to last May’00, garnering a 38% share of Spanish-language TV viewers in the time period (Sun 9PM-11PM).

Telemundo continues to retain its strong hold in early fringe with double-hitters “Laura en América” (M-F 4PM-5PM) and “Ocurrió Así” (M-F 5PM-6PM). “Laura’s” A18-49 ratings yet again escalated by 28% from May’00, garnering a record-high 44% share of Spanish-language TV viewers since its debut. “Laura” is seen by more than one million viewers every day.

Telemundo’s “Ocurrió Así,” captured a 34% share of 18-49 Spanish TV viewers as a result of an outstanding ratings increase of 42%. An average of 850,000 viewers tune into “Ocurrió Así” every afternoon.

The new Telemundo early afternoon line-up has proven to be a ratings success. All of the recently premiered court show dramas, each focusing on resolving various life dilemmas, posted ratings increases over the time period performance one year ago. “Sala de Parejas” (M-F 2PM-3PM) showed the most significant growth, increasing A18-49 ratings by a significant 30%. “Sala” has seen continual ratings growth since its debut in April ’01. “La Corte de la Familia” (M-F 3PM-3:30PM) also saw A18-49 ratings escalate by 23% from May’00, garnering a 29% share of Spanish-language TV viewers. “La Corte del Pueblo” (M-F 3:30PM-4PM), pacing 13% higher in A18-49 ratings compared to last year, captured a 30% share of Spanish-TV viewers in the current sweep.

Telemundo Sports scored big delivering the highest-rated sports programming in the May 2001 sweep period. The live match between Mexican League teams Santos and Puebla (Sun 5/13, 5PM EST) scored a 7.3 men 18-49 rating, translating to 560,000 men 18-49. Just as with previous Telemundo soccer matches, “Santos vs. Puebla” beat the average delivery of the 1998 World Cup aired by competitor Univision by delivering 132,000 more men 18-49. The total viewership of this live match was more than one million viewers.

“The results of the latest sweeps period are extremely gratifying, but not surprising, given the long-term commitment we made to provide America’s Hispanic community with quality and compelling programming,” said James McNamara, President and CEO of Telemundo. “We are confident that the remarkable growth of our ratings and our influence in Spanish language television will continue unabated.”

Source: Nielsen Hispanic Television Index, May 2001
Shares are Among Spanish-Language Broadcast Networks