Telemundo Audience Scope.

Telemundo Network concluded the November 2001 sweep period (10/29-11/25/01) by again growing its viewing audience. Sign-on to sign-off (M-SUN 6:00AM-6:00AM ET\PT), Telemundo continued on a upward trend by increasing the critical adult 18-49 ratings by 27% compared to the previous month, and 8% compared to last November 2000 reaching a 26% share of adult 18-49 Spanish-language TV viewers. Importantly, Telemundo’s average audience delivery increased by 31% from 345,000 viewers in November ’00 to 451,000 in November ’01.

The overall growth of Telemundo was fueled by its successful prime time programming line-up. “Pedro el Escamoso” (M-F 8:00PM-9:00PM ET\PT), Telemundo’s latest novela sensation, further augmented its audience by posting a 15% increase in A18-49 ratings compared to the previous month. While “Uga Uga” (M-F 9:00PM-10:00PM ET\PT) continued on a steady ratings climb since its premiere in August 2001; in the current sweep, “Uga Uga” increased A18-49 ratings by a significant 22% from the prior month, and by 18% from last November ’00. Telemundo’s array of the country’s most innovative novelas increased A18-49 prime time ratings (M-F 7:00PM-11:00PM ET\PT) by a considerable 24% compared to October ’01.

Telemundo’s excellent ratings performance also applies to daytime (M-F 10:00AM-4:00PM ET\PT); A18-49 ratings surged 22% from October ’01 and increased 10% compared to last year’s time period performance. In early fringe, “Laura” (M-F 4:00PM-5:00PM ET\PT) continues to increase her market share; “Laura” advanced its share of A18-49 Spanish-language TV viewers by 2 points in just one month (from 36% in October ’01 to 38% in November ’01).

Providing quality and in-depth news coverage for the Hispanic community has been one of Telemundo’s top commitments. “Noticiero Telemundo”s (M-F 6:30PM-7:00PM ET\PT) continued program excellence is evident in the ratings. The newscast increased its A18-49 ratings by 25% compared to the prior month, and 18% from last year’s performance. Similarly, “Ocurrio Así” (M-F 5:00PM-6:00PM ET\PT), Telemundo’s award winning news-magazine show, has also successfully increased its A18-49 ratings by 8% compared to the previous month, and by 4% from its November ’00 delivery.

Telemundo’s growth extended into the weekends. Primetime (SAT-SUN 7:00PM-11:00PM ET\PT), comprised of a line-up of Hollywood blockbuster films and Telemundo original news and comedic productions, increased an amazing 88% among A18-49 compared to the previous month, and 19% compared to last year’s time period performance. In daytime (SAT-SUN 10:00AM-7:00PM ET\PT), Telemundo’s ratings growth was spectacular; A18-49 ratings climbed by 73% compared to just one-month prior, and 36% compared to November ’00. As a result, Telemundo significantly advanced its share of Spanish-language TV viewers year to year (see chart below).

“Again this November, we are gratified by the significant ratings gains Telemundo has made by executing our long-term strategic plan of providing our viewers with the most varied and relevant Spanish-language programming. This success continues our two years of dramatic growth, during which time we have delivered a quality and growing audience to our valued advertisers”, said James McNamara, President and CEO of Telemundo Communications Group. “I am particularly pleased with the advances made in the all-important prime time daypart by delivering on our pledge of being younger, fresher and different”.

Source: Nielsen Hispanic Television Index, November 2001 and 2000, October 2001 (based on PAV data)
All Shares against Spanish-language TV Networks