For the first time, the Spanish-language Univision network will have a larger audience than its English counterparts for a full month in the youthful demographic that television advertisers are most eager to reach.
Univision’s average of 1.81 million viewers aged 18-to-49 so far in July tops Fox, NBC and CBS, who are all clustered just under 1.5 million, the Nielsen company said on Tuesday. ABC has 1.15 million. Nielsen’s calendar is different than the real one; its July ratings period ends Wednesday.
Univision has been quick to tout the accomplishment, buying a full-page advertisement in The New York Times on Monday saying that “Numero Uno is the new Number One.”
“It’s a milestone for Univision and for Hispanic media in general,” said Cesar Conde, president of Univision Networks. “More importantly, it speaks to the growing influence of the Hispanic community here in the United States. It’s a great day for our team.”
Univision outrated NBC in the young demographic in February, but that was depicted more as a sign of NBC’s weakness than Univision’s strength. This month, Univision has continued to air all original programming while more reruns dot the schedules of English broadcasters.
The youth awards show, “Premios Juventud,” had a duet between Jennifer Lopez and Pitbull at its opening and reached nearly 5 million viewers. Univision also benefited from some popular soccer matches and its 9 p.m. EDT telenovela, “Amores Verdaderos.”
While the industry looks at the inroads that cable networks are making against English-language broadcasters, Univision has gradually improved its standing, said Brad Adgate, an analyst for Horizon Media.
“It wouldn’t surprise me in a few years if Univision isn’t the top 18-to-49-year-old network during a season,” Adgate said.
The demographic plays to Univision’s strength. The median age of the network’s viewer is 37 while CBS, NBC and ABC’s median ages are clustered in the mid-50s. Figuring in viewers of all ages in July, CBS leads with a 5.3 million average in prime-time and Univision is fourth with 3.6 million viewers, Nielsen said.
Among all viewers in prime-time last week, CBS led with an average of 5.5 million viewers. NBC had 4.6 million, Fox had 4.3 million, Univision had 3.71 million, ABC had 3.67 million, Telemundo had 1.43 million, ION Television had 1.38 million and the CW had 1.1 million.
The Disney Channel had bragging rights with the success of its “Teen Beach Movie.” The 8.4 million viewers who watched the movie’s debut on Friday made it the top-rated television movie of the year. Among kids aged 2 to 14, it was the second most-watched TV event of the year behind the Super Bowl.
It was a welcome development — and the birth of a potential franchise along the likes of “High School Musical” — for Disney, which has slumped slightly with its movies over the past couple of years.
The movie made The Disney Channel the most popular cable network of the week, averaging 3.2 million viewers in prime time. USA had 2.6 million, TNT had 2.3 million, History had 2 million and TBS had 1.9 million.
NBC’s “Nightly News” topped the evening newscasts with an average of 7.7 million viewers. ABC’s “World News” was second with 7 million and the “CBS Evening News” had 6 million viewers.
For the week of July 15-21, the top 10 shows, their networks and viewerships: “America’s Got Talent” (Wednesday, 9 p.m.), NBC, 11.18 million; “Under the Dome,” CBS, 11.13 million; Baseball: All-Star Game, Fox, 10.96 million; “America’s Got Talent” (Tuesday), NBC, 10.06 million; “NCIS,” CBS, 8.76 million; Movie: “Teen Beach Movie,” Disney, 8.39 million; “60 Minutes,” CBS, 7.79 million; “America’s Got Talent” (Wednesday, 8 p.m.), NBC, 7.65 million; “The Big Bang Theory,” CBS, 7.23 million; “Big Brother 15” (Sunday), CBS, 6.91 million.
Directors Amy+Pilar and Jose Antonio Prat Join Reform School
Boutique content production company Reform has added comedy directing duo Amy+Pilar (Amy York Rubin and Pilar Boehm) and award-winning multicultural director Jose Antonio Prat to its roster for U.S. representation spanning commercials and branded entertainment.
Partners in both life and art, Amy+Pilar are know for their sharp wit and comedic timing. Their synchronicity is evident in a body of work across TV, film and commercials. Prior to joining Reform School, Amy+Pilar had been repped in the ad market by production company Knucklehead.
Amy has directed high-profile comedy sketches featuring stars like Amy Schumer, Kate McKinnon, and Sarah Silverman. On the episodic front, Amy has helmed for series such as Fresh Off the Boat, Casual, Superstore and Angie Tribeca--as well as the pilot for the hit Netflix comedy Dead to Me.
Before joining forces with Amy behind the camera, Pilar was a psychotherapist, a background that informs her ability to create fascinating characters and stage irresistible, nuanced performances. Amy and Pilar’s shared passion for comedy brought them together. Their collaboration began with a Synchrony Bank campaign, starring cult-comedy favorite Maribeth Monroe (Workaholics), and they went on to direct the pilot of the Hulu series Love, Victor. Amy+Pilar’s ad fare also includes spots for Uber’s “Go-Get” campaign and “Shift,” starring Martin Starr.
“We have been fans of Amy and Pilar for a long time,” said Ryan Ennis, executive director at Reform School. “They excel at capturing comedic performances and dialogue. Coming from the TV and L.A. comedy scenes, they’ve built a strong following and collaborated with some of our favorite funny people.... Read More