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Telenovelas such as Univison's "Fuego en la Sangre," (on home page) and Telemundo's "Sin Senos No Hay Paraiso," (above) pulled in increasing viewer numbers for both networks in August.
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Novelas, Soccer Heat Up Hispanic TV Ratings in August
September 05, 2008
By Della de Lafuente
NEW YORK Spanish-language networks Telemundo and Univision reported increased viewers in August, buoyed by gains in TV audiences across multiple demos captivated by telenovelas and soccer programming.
Both networks reported viewership growth in the double digits last month among viewers 18 to 49, with Telemundo's audience increasing to a network best 14 percent and Univision growing 13 percent for the same period, per the Nielsen Television Index (NTI).
Among viewers 18 to 34, Univision's audience grew 15 percent in August, per NTI, while viewership declined for the period among English-language networks as TV viewers turned out in record numbers to watch NBC's coverage of the 2008 Olympics.
Telemundo's new novela, "Doña Barbara," which fills the 9 p.m. time slot formerly held by the popular "Victoria," averaged 667,000 viewers 18 to 49 during its first four weeks on the air, with the network's "Sin Senos No Hay Paraiso" emerging as its most-watched novela in the 10 p.m. time period.
"Sin Senos" averaged 884,000 viewers 18 to 49 in August, increasing its audience 20 percent from the 735,000 viewers on average who tuned in during the dramatic series debut month in June. During the last week of the month, the novela attracted its widest audience to date of 949,000 viewers 18 to 49, capturing 31 percent of the Spanish TV audience, per NTI.
Soccer also scored for Telemundo with "Rumbo al Mundial's" game on Aug. 20 between Mexico and Honduras attracting on average more than 2 million viewers 18 to 49, the network's largest audience for the soccer series.
Univision maintained its ratings dominance during the month, boasting prime time wins for two weeks in August among viewers 18 to 34 "not just Hispanics," per a press statement.
The network said its three-hour weekday novela block, including "Al Diablo con los Guapos" and "Fuego en la Sangre," attracted a combined 2.2 million viewers 18 to 49 and a combined 1.3 million viewers 18 to 34.
Among the key demos, Univision said it outpaced at least one or more of the English-language broadcast networks, including ABC, CBS, NBC or Fox, 94 percent of the time.
Among adults 18 to 49, Univision said it edged out one or more of English-language networks, including ABC, CBS, NBC or Fox, 80 percent of the time.
Univision said it outpaced the CW on every night in August among viewers in the 18 to 34 and 18 to 49 demos.
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