Between World Cup buzz and a pair of hit novelas, it's been a very, very good summer for Spanish-language network Univision.
Last week, Univision was tied with ABC as the number-two broadcast network among the key adults 18-49 demographic, with an average 1.5 rating/5 share.
And that's not all. Its strong performance was led by the "2010 Premios Juventud" awards show -- which beat all four of the major broadcast networks on Thursday night.
Overall, 11.4 million viewers watched all or part of the annual youth-focused awards show, in its seventh year.
And while the network has long been competitive among viewers 18-49 on Friday nights, this summer it's been regularly beating some of the major broadcast networks in the category on other nights of the week.
As of July 22, it has beaten NBC and Fox for three straight Monday nights. It beat CBS on Tuesdays for five straight weeks. Both CBS and ABC have lost to Univision on Wednesdays for three straight weeks.
Univision president Cesar Conde said the channel's summer success as an indication that Univision is ready to compete with the TV industry's top dogs.
“Our consistent performance clearly demonstrates that we are a top competitor in the media landscape today, regardless of language, and we are very proud of our position in the market ... we are focused on building on this success and driving growth in the media industry," Conde said.
Lisa Torres, an executive vice president at the media agency MPG who has specialized in buying ad space for Spanish-language commercials for 20 years, describes Univision's recent growth as a "gamechanger."
"For me, it sort of validates what we've always been saying in the Spanish-language space, that Univision is as big as the other networks," Torres said.
She's right. So far, Univision ranks right behind Fox as the number-two broadcast network for the July sweeps period to date among adults 18-49. Among adults 18-34, it stands as the number-one broadcast network of the period.
The network's strong month has also been aided by the emergence of two new telenovelas -- "Hasta El Dinero Nos Separe" ("Until Money Do Us Part") and "Soy Tu Duena" ("I'm Your Boss Lady").
"Separe," a remake of a Colombian soap opera, debuted April 26. "Duena," about a rich woman who becomes bitter and lashes out at those around her after being left at the altar, debuted June 1. Both are in the traditional telenovela format and air on Univision five nights a week.
Then there's the World Cup, which helped the network kick off the summer with record-setting ratings. Univision had the exclusive U.S., Spanish-language rights to the soccer tournament, providing its most-watched broadcast of all time: the second round match between Mexico and Argentina June 27 with over 9.4
