Univision is truly proud of this first.
The Spanish-language broadcaster has topped prime time ratings for the month of July so far, among viewers ages 18 to 49, the audience most coveted by advertisers. The accomplishment marked the first time a Spanish-language broadcaster has held the top rating for that demographic over a month-long period, the network says.
Univisión wasn’t shy about trouncing the competition. The company issued a promotional letter that appeared on Slate carrying the slogan “Número Uno is the New #1.”
“Univision swept ABC, CBS, NBC and FOX,” the letter reads. “For the first time ever, the Network’s no-repeat lineup of primetime novelas, variety and sports made Univision America’s New #1 Network [emphasis their’s] among both adults 18 – 34 and 18 – 49, including men and women. In any language.”
It may be just a bit early to start gloating. Univision’s not actually beating its rival networks in raw numbers and still trails all four of its main competitors for the ratings year that started back in September, according to the Miami Herald. CBS holds the No. 1 spot for the first 10 months of the ratings year with an average of 10.7 million viewers at any given time -- head and shoulders above Univisión’s 3.6 million, the paper reports.
And it’s clear that Univisión benefitted to some degree from the seasonal quirks of the media industry. As Quartz points out, Univisión’s historic month came at a time when the football and baseball are in the off-season, but Univisión had the broadcast for the Confederations Cup.
But even taking all of that into account, it’s a major win for Univisión. Demographics suggest that the network can expect others in the future. The Latino population stands at roughly 52 million, and Hispanics accounted for more than half the country’s population growth from 2000 to 2010, according to the Pew Hispanic Center.