Univision Hits A New T.V. Ratings Milestone Among Coveted Demographic Group

David Bauder of The Associated Press highlights a pretty incredible feat in his story Nielsen: Univision Hits a T.V. Ratings Milestone.

For the first time ever Univison was the most popular television station among 18 to 49 year olds

Univision was the most popular network among television viewers aged 18 to 49 years old last week, the first time a Spanish-language station has beaten the English ones in this key demographic in the United States.

On television, the 18-to-49-year-old demographic is considered so important to advertisers that ABC, NBC and Fox pay more attention to these ratings than they do for viewership as a whole.

Equally important, compared to the other big networks, Univision skews decidedly younger:

Compared to the other broadcasters, Univision's audience is markedly younger. Last week, 2.1 million of Univision's prime-time average of 3.8 million viewers were in that youthful demographic, the Nielsen Co. said. By contrast, 1.8 million of CBS' 5.7 million viewers were in this group.

Univision has made a conscious decision to go after these viewers, said Cesar Conde, president of Univision Networks. In some cases, that means supporting programming that would be familiar to English-speaking viewers: a reality series "Desafio: La Gran Batalla" ("The Challenge: The Big Battle") is popular now, and a celebrity dance competition is coming in the fall.

The article notes that this milestone may not be an outlier, but rather a common occurrence in the future:

In July, Univision beat all the broadcast networks for the month among viewers aged 18 to 34, Nielsen said. With a growing Latino population and that youthful audience, last week's milestone could become commonplace.


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