TeleFutura Sets It’s Mark With Younger Audiences.

Univision Communications Inc. announced that the TeleFutura Network has succeeded in bringing a new audience to Spanish-language television. Since TeleFutura’s first broadcast, the new network has increased the overall viewership to Spanish-language television throughout the country while English-language television viewership among Hispanics has declined.

Ray Rodriguez, President and Chief Operating Officer, Univision Networks, said, “TeleFutura exploded onto the television scene offering U.S. Hispanics a long-awaited choice in Spanish-language entertainment. Since the Network’s debut, TeleFutura has shown an unprecedented ability to attract Hispanics currently watching English-language television. In fact, in only three weeks on the air, the new network has drawn larger Hispanic audiences than its English-language competitors in key cities throughout the nation.”

TeleFutura’s success in bringing more Hispanics to Spanish-language television was demonstrated in the key Hispanic Adult 18-49 demographic across numerous dayparts. Specifically, in TeleFutura’s first two weeks of broadcast, Spanish-language television enjoyed a four share point increase in primetime while English-language share declined three points. Similarly, in sign-on to sign-off, Spanish-language audience share increased by three points while the English-language share declined two points. One of the most remarkable shifts in Hispanic audience share occurred in late night in which Spanish-language television’s share of the Hispanic audience increased by five points while English-language share declined by six points.

In addition, with blockbuster movies, young-skewing novelas and music shows such as ‘Cartelera Pepsi’ scheduled throughout the day, TeleFutura delivered a younger audience than ABC, CBS, NBC, FOX, Telemundo and Univision. For example, the median age of viewers watching TeleFutura in daytime was 27.7, while Univision was 32.6, NBC was 43.0, Telemundo was 44.8, ABC was 47.0 and CBS was 55.2. The median age of viewers watching TeleFutura in primetime was 33.9, Univision was 34.3, Telemundo was 34.4, Fox was 36.0, ABC was 44.9, NBC was 45.5 and CBS was 52.0.

TeleFutura has also quickly become Hispanics’ movie network of choice. In the Network’s first two weeks on the air, TeleFutura delivered the top 3 rated movies for Hispanic Adults 18-34 and 5 out of the top 10 movies in this same demographic.

During the Network’s first week, TeleFutura’s broadcast of ‘Batman Returns’ was the highest rated movie among Hispanic viewers on any broadcast network, making TeleFutura the #2 Spanish-language network for the night. ‘The Black Stallion,’ one of TeleFutura’s third week blockbuster movies, earned TeleFutura’s highest non-primetime ratings since the Network’s launch, outdelivering Telemundo’s movie in the time period by 140% among Persons 2+ and 157% among Adults 18-49.

At the local station level, Spanish-language television is also experiencing increased shares of Hispanic viewers as a result of the launch of TeleFutura.(According to Nielsen Media Research) CLICK above on ‘More Images’ for chart.

In only three weeks, TeleFutura’s Los Angeles station, KFTR, is already number three of the six Spanish-language broadcasters in the highly competitive Los Angeles market. The station’s broadcast of ‘Batman Returns’ even won the #1 position among all Hispanic Households in the Los Angeles market. Similarly, KFTR’s weekday morning cartoon block, ‘Mi Tele,’ and weekend teen movie series, ‘Cineplex,’ are already the #2 ranked Spanish-language programs in their time periods. The station’s ‘Solo Boxeo’ has outperformed existing Spanish-language boxing programs, beating ‘Boxeo Telemundo.’

In New York, since TeleFutura’s WFUT+ debut, television usage levels (HUTS) among New York Hispanic homes were up 5% in primetime, 13% in daytime, and 7% all day compared to last January. English language television viewership among Hispanics in New York was down 7.9% in primetime and 17.9% in daytime. In addition, the station’s broadcast of ‘Black Stallion’ delivered more New York Hispanic homes than any other station in its time period.

WAMI, TeleFutura’s Miami station, has also increased television usage levels among Hispanic homes in Miami. Usage levels among Miami Hispanic homes were up 1% in primetime, 8% in daytime and 5% all day since the launch of TeleFutura, as compared to last January. The station also tied for the #1 spot with its broadcast of ‘Black Stallion.’

In Chicago, Hispanics have been tuning in to TeleFutura station WXFT for weekend movies. The station’s broadcasts of ‘Black Stallion’ and ‘Cool Hand Luke’ each won their respective time slot. The feature film, ‘Batman Returns’ won the #1 spot among Hispanic Households, becoming one of the highest rated movies since May 2001. In addition, the station’s prime movie block tied with WSNS/Telemundo for the #2 spot in that time period, while its morning block has already outperformed Telemundo’s competing programs.