Magazine article Variety

Univision to Big Four: We're No. 1 and Rising

Magazine article Variety

Univision to Big Four: We're No. 1 and Rising

Article excerpt

SWEET SWEEP

Spanish net touts July ratings win as it eyes larger slice of TV ad pie

While the Engish-language broadcast and cable nets sought to up their games this summer, Univision proved to be a major scene stealer by notching a ratings milestone that underscores the increasingly multicultural makeup of the U.S. population. Univision ranked No. 1 among all networks in the adults 18-49 and adults 18-34 demographics during the July sweep period (June 26-July 24), according to Nielsen, a first for the Spanish-language titan in any sweep period.

Granted, July is not a month when the Big Four are at full strength in terms of programming (unlike Univision's year-round telenovela-driven primetime lineup), and sweeps in general have been made essentially obsolete due to improvements in local rating-gathering techniques. But it was a handy hook for Univision to hang a headline on at a time when the net was flush with a hot novela ("Amores Verdaderos") and had a bounce from a July 18 youth-centric kudocast ("Premios Juventud").

Univision has grown more aggressive about tubthumping its competitive showing against the English-lingo nets under the direction of CEO Randy Falco, an NBC and AOL alum who is on a mission to claim a larger share of the overall TV advertising pie for Spanish-lingo TV.

"Our aggressive push to take share from the English-language networks is working," Falco told investors in unveiling Univision's solid second-quarter earnings July 25.

Univision, along with its rival, No. 2-rated Spanish-language network Telemundo, typically draw a significantly younger audience than the Big Four networks. Univision hammered home that point by noting all the summer series "Amores Verdaderos" has topped in the 18-34 demo, a list that includes ABC's "The Bachelorette," Fox's "So You Think You Can Dance" and CBS' "Big Brother. …

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