Spanish-language Univision poised to top US networks
Monday 01 November 2010
In the number five spot on US television, just under the country's four major networks, Univision, the Spanish-language channel, is closing in on the ranking.
With increased viewers and advertising dollars, Univision is in an advantageous position to surpass the English-language networks in the future, according to a story in The Hollywood Reporter. Some researchers estimate this could happen within several years - and as quickly as four.
The 2010 US census, to be released next year, is expected to report a nearly 45 percent increase in the number of Hispanic Americans over the last decade, to a current total of 50 million.
Also at play is the audience erosion at ABC, CBS, NBC and Fox-TV as television audiences watch more cable and satellite channels and other forms of entertainment, including films online.
Univision's popularity is largely due to telenovelas, or night-time soap operas, such as its number-one show, Soy Tu Dueña ( Women of Steel), one of the most-watched programs on any network in the US, according to Nielsen ratings. The other top shows on Univision are Hasta Que El Dinero Nos Separe ( For Love or Money) and La Rosa De Guadalupe ( The Rose of Guadalupe).
"On Friday nights, they're close to being No. 1 already," says Brad Adgate, senior VP and director of research at Horizon Media, who confirmed that Univision is ahead in certain timeslots with specific age demographics.
A recent deal between Univision and Mexico's Grupo Televisa, which will provide popular programming for a decade, further strengthens the network's position.
Univision's CEO Joe Uva noted the network achieved a 14 percent growth in advertising revenues, compared with 3 percent growth with the "Big Four" networks. Though two-thirds of television advertisers have avoided Spanish-language TV, this is changing.
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