Telemundo Growth In Competitive Environment.

During the first two weeks of the current February 2002 sweeps (1/28-2/10/2002), Telemundo’s audience continued to grow even with the entry of third network Telefutura. In fact, all of Telemundo’s primetime unique and exciting novelas continue to attract and grow their audience. “La Guerra de las Rosas” (M-F 7PM-8PM) has increased the November ’01 time period A18-49 ratings by 8%. “Pedro el Escamoso” (M-F 8PM-9PM) continues to captivate audiences, increasing its November ’01 A18-49 delivery by 16%. “Uga Uga” (M-F 9PM-10PM) has also improved its November’01 performance; sweep to date, the novela is up 18% among A18-49. “El Clon” (M-F 10PM-11PM) – the latest novela sensation – has increased adult 18-49 time period ratings by a significant 38% compared to November ’01. In fact, “El Clon” has outperformed the A18-49 audience delivery of the legendary “Xica” during its corresponding first four weeks on-air.

Telemundo’s continued growth in the current February ’02 sweep extends to other key dayparts. In daytime (M-F 10AM-4PM), Telemundo’s A18-49 ratings have increased by 9% since November ’01 and late fringe (M-F 11PM-1:30AM) is up 50%. Overall, Telemundo has increased its A18-49 sign-on to sign-off delivery by 8% compared to November ’01.

The introduction of Telefutura on January 14th has resulted in an increase in viewing to Spanish-language options due to viewers tuning-in to sample the new network. Telefutura has modestly changed the viewing environment but directly at the expense of Univision; two weeks into February ’02 sweeps, Univision has suffered a loss of 6 share points in weekday primetime among adults 18-49 compared to November ’01, the last major sweep period (see charts below). Telemundo, conversely, has continued to advance its audience share successfully capturing 1 additional share point in this new environment compared to November’01.

Similarly, Telemundo has maintained its sign-on to sign-off audience share while Univision has lost 7 share points.
24-Hours Share of Viewing, A18-49

Among households, viewing to Spanish-language TV in primetime (M-F 7PM-11PM) has grown by 10% compared to November’01; conversely, viewing to English-language TV by Hispanic households has declined by 5%. Although Telefutura generated increased consumption of Spanish-language television due to initial sampling, it has failed to grow, or merely retain, its audience. Four weeks after the initial hype, Telefutura has lost nearly 40% of its total audience (see chart below).

Head to head competition from Telefutura’s movies has been no contest for Telemundo; in the current sweep, Telemundo’s double feature presentations on Saturday evenings (7PM-11PM) have outdelivered Telefutura’s movie offerings by more than 7 to 1 in the critical A18-49 demographic.

“We fully support the new competition in the marketplace and it is gratifying to know that our viewers are a loyal audience that appreciates and enjoys our programming”, said James McNamara, President and CEO of Telemundo Communications Group.