Univision's Cool, Cool Summer: How Network Has Obliterated Ratings Trends

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Univision’s Cool, Cool Summer: How Network Has Obliterated Ratings Trends

by Tony Maglio | August 7, 2020 @ 9:56 AM

Spanish-language leader is up double digits on a percentage basis while everyone else is way down in the COVID dumps

Univision is having one hell of a hot summer.

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While self-isolation due to the coronavirus pandemic initially boosted Nielsen ratings due to the sudden availability of potential TV viewers, the positive trend quickly reversed due to the production shutdown and subsequent lack of new programming — and in a big way. Or at least it did for broadcast networks CBS, NBC, Fox, ABC, The CW and Spanish-language channel Telemundo.

While everyone else is frying in the August heat, Univision, the leader in the Spanish-language TV space, is remarkably up double digits in viewership this summer. Pretty cool.

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In the key demo, which counts viewers aged 18 to 49, Univision is up 10% versus the comparable weeks last year. You can double that to +20% when counting viewers of any age.

Meanwhile, every other broadcast network is down huge in the demo vs. the previous summer. The CW is the only network that isn’t down at least 32% this season.

Here is that summer-to-summer movement for each broadcast channel:
Univision: +10%
The CW: -23%
CBS: -32%
NBC: -35%
Fox: -36%
Telemundo: -38%
ABC: -50%

In total viewers, the declines are a little less dramatic for the other broadcast nets. A little.

See below:
Univision: +20%
The CW: -7%
CBS: -9%
NBC: -20%
Telemundo: -27%
ABC: -30%
Fox: -35%

Also Read: How Jeff Shell Shook Up NBCUniversal in Just 7 Months - and He's Not Done Yet

The numbers in this story include one week of delayed viewing for May 25, 2020-July 19, 2020. We do not yet have the (mostly) DVR statistics for July 20-Aug. 2, so those numbers come from Nielsen’s Live + Same Day ratings bucket.

All primetime programming has been counted with no evenings (like Saturdays, which are generally low-rated nights) omitted.

In terms of who is actually winning the summer, CBS has the lead in overall viewer averages. NBC, which is not far behind CBS in terms of total viewers, is No. 1 in the key demo.

ABC is third in terms of viewers of any age and second in the demo. Among adults 18-49, Univision ranks third, with averages out-ranking both CBS (fourth) and Fox (fifth). In total viewers Univision is fifth, but could make a run at Fox’s fourth-place ranking.

The CW and Telemundo are really non-factors.

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So how has Univision pulled it off? Well, the network had a whole bunch of telenovelas in the can — a big help when a global pandemic shuts down pretty much the entirety of TV production. The network’s big hits in the primetime soap opera space were “Amor Eterno” and “Te Doy La Vida,” which both wrapped up long runs this summer. The network’s “Como Tú No Hay” is still airing new episodes.

“The growth we are seeing this summer is a continuation of the record-breaking success we have delivered this entire broadcast season,” Jessica Rodriguez, the president of entertainment and Univision’s chief marketing officer, told TheWrap. “Our primetime lineup has been powered by feel-good romantic comedies, epic dramas and family-friendly realities.”

She also credited a “secure content pipeline” from its own Univision Studios as well as partners like Televisa and strategic acquisitions that should assure new programming “through the remainder of this year and into next.” The network just debuted its version of “The Masked Singer” (“¿Quién es la Máscara?”), which drew big numbers for its Sunday block of family programs, and plans a Youth Awards show (“Premios Juventud”) this Thursday as a rare live event mid-pandemic.

Also Read: Ratings: 'Te Doy La Vida' Series Finale Puts Univision in a First-Place Tie With NBC

All that preparation has paid off in a big way. Univision had 90% of its content slate through 2020 in the can before the coronavirus shutdown, one network insider told TheWrap. On top of that, Univision partner Televisa returned to production in May, and international soccer — including matches in Mexico — became one of the first sports to return to play.

Univision was also able to continue to produce programming out of Miami, like “Nuestra Belleza Latina El Reencuentro” and this Thursday’s “Premius Juventud.”

Muy bien.

Summer TV 2020: Premiere Dates for New and Returning Shows (Photos)

Summer is in full swing, and everyone is staying at home as much as possible to prevent the spread of COVID-19. Luckily, dozens of new and returning shows are premiering this summer. The list includes some big titles like "The Twilight Zone" and "The Umbrella Academy," plus original shows for new streaming services HBO Max and Peacock.

Also Read: Fall TV 2020: Every Broadcast Show Canceled, Renewed and Ordered – So Far (Updating)
The CW/HBO Max/Netflix/TNT
Series: “The Chi” Net: Showtime Premiere: Sunday, June 21 Time: 9 p.m.

Also Read: Here’s the Fall 2020 TV Schedule for Broadcast Networks – So Far
Showtime
Series: “Perry Mason” Net: HBO Premiere Date: Sunday, June 21 Time: 9 p.m.
HBO
Series: “Yellowstone” Net: Paramount Network Premiere Date: Sunday, June 21 Time: 9 p.m.
Paramount Network
Series: “NOS4A2” Net: AMC/BBC America Premiere Date: Sunday, June 21 Time: 10 p.m.
AMC
Series: "B90 Strikes Back!" Net: TLC Premiere Date: Monday, June 22 Time: 8 p.m.
TLC
Series: “Greenleaf” Net: OWN Premiere Date: Tuesday, June 23 Time: 9 p.m.
OWN
Series: "Celebrity Show-Off" Net: TBS Premiere Date: Tuesday, June 23 Time: 10 p.m.
TBS
Series: “Doom Patrol” Net: HBO Max/DC Universe Premiere Date: Thursday, June 25
DC Universe/HBO Max
Series: “Search Party” Net: HBO Max Premiere Date: Thursday, June 25
HBO Max
Series: “The Twilight Zone” Net: CBS All Access Premiere Date: Thursday, June 25
CBS All Access
Series: "Dark" Net: Netflix Premiere Date: Saturday, June 27
Netflix
Series: “Black Monday” Net: Showtime Premiere Date: Sunday, June 28 Time: 8 p.m.
Showtime
Series: “I’ll Be Gone in the Dark” Net: HBO Premiere Date: Sunday, June 28 Time: 10 p.m.
HBO
Series: "Unsolved Mysteries" Net: Netflix Premiere Date: Wednesday, July 1
Netflix
Series: “Marriage Boot Camp” Net: We TV Premiere Date: Thursday, July 2 Time: 9 p.m.

We TV
Series: "Carl Weber's The Family Business" Net: BET+ Premiere Date: Thursday, July 2 Time: 9 p.m.
BET+
Series: “The Baby-Sitters Club” Net: Netflix Premiere Date: Friday, July 3
Netflix
Series: “Hanna” Net: Amazon Prime Video Premiere Date: Friday, July 3
Amazon Prime Video
Series: “Outcry” Net: Showtime Premiere Date: Sunday, July 5 Time: 10 p.m.

Showtime
Series: "Stateless" Net: Netflix Premiere Date: Wednesday, July 8
Netflix
Series: “Tough as Nails” Net: CBS Premiere Date: Wednesday, July 8 Time: 9 p.m.
CBS
Series: “Close Enough” Net: HBO Max Premiere Date: Thursday, July 9
HBO Max
Series: “Expecting Amy” Net: HBO Max Premiere Date: Thursday, July 9
HBO Max
Series: "Cannonball" Net: USA Premiere Date: Thursday, July 9 Time: 8 p.m.
USA
Series: "Chrisley Knows Best" Net: USA Premiere Date: Thursday, July 9 Time: 9 p.m.
USA
Series: “Greatness Code” Net: Apple TV+ Premiere Date: Friday, July 10
Apple TV+
Series: "Little Voice" Net: Apple TV+ Premiere Date: Friday, July 10
Apple TV+
Series: “P-Valley” Net: Starz Premiere Date: Sunday, July 12 Time: 9 p.m.
Starz
Series: “Brave New World” Net: Peacock Premiere Date: Wednesday, July 15
Peacock
Series: “The Capture” Net: Peacock Premiere Date: Wednesday, July 15
Peacock
Series: “In Deep With Ryan Lochte” Net: Peacock Premiere Date: Wednesday, July 15 Time: N/A
Peacock
Series: “Intelligence” Net: Peacock Premiere Date: Wednesday, July 15

Peacock
Series: "Married at First Sight" Net: Lifetime Premiere Date: Wednesday, July 15 Time: 8 p.m.
Lifetime
Series: "United We Fall" Net: ABC Premiere Date: Wednesday, July 15 Time: 8 p.m.
ABC
Series: "Indian Matchmaking" Net: Netflix Premiere Date: Thursday, July 16 Time: N/A
Netflix
Series: "Killer Camp" Net: The CW Premiere Date: Thursday, July 16 Time: 8 p.m.
The CW
Series: "Cursed" Net: Netflix Premiere Date: Friday, July 17 Time: N/A
Netflix
Series: "Absentia" Net: Amazon Prime Video Premiere Date: Friday, July 17
Amazon Prime Video
Series: "The Alienist: Angel of Darkness" Net: TNT Premiere Date: Sunday, July 19 Time: 9 p.m.
TNT
Series: "The Andy Cohen Diaries" Net: Quibi Premiere Date: Monday, July 20 Time: N/A
Series: "Die Hart" Net: Quibi Premiere Date: Monday, July 20 Time: N/A
Series: "Love on the Spectrum" Net: Netflix Premiere Date: Wednesday, July 22 Time: N/A
Netflix
Series: "Corporate" Net: Comedy Central Premiere Date: Wednesday, July 22 Time: 10:30 p.m.
Comedy Central
Series: “Room 104” Net: HBO Premiere Date: Friday, July 24 Time: 11 p.m.
HBO
Series: "Wynonna Earp" Net: Syfy Premiere Date: Sunday, July 26 Time: 10 p.m.
Syfy
Series: "Helter Skelter: An American Myth” Net: Epix Premiere Date: Sunday, July 26 Time: 10 p.m.
Epix
Series: "Don't Look Deeper" Net: Quibi Premiere Date: Monday, July 27 Time: N/A
Series: "Last Chance U" Net: Netflix Premiere Date: Tuesday, July 28
Netflix
Series: “The Dog House" Net: HBO Max Premiere Date: Thursday, July 30
HBO Max
Series: "Transformers: War for Cybertron Trilogy" Net: Netflix Premiere Date: Thursday, July 30
Netflix
Series: “The Frayed” Net: HBO Max Premiere Date: Thursday, July 30
HBO Max
Series: “Muppets Now” Net: Disney+ Premiere Date: Friday, July 31
Disney+
Series: “The Umbrella Academy” Net: Netflix Premiere Date: Friday, July 31
Netflix
Series: "Real Housewives of Potomac" Net: Bravo Premiere Date: Sunday, Aug. 2 Time: 8 p.m.
Bravo
Series: "Taskmaster" Net: The CW Premiere Date: Sunday, Aug. 2 Time: 8 p.m.
The CW
Series: "Fridge Wars" Net: The CW Premiere Date: Sunday, Aug. 2 Time: 9 p.m.
The CW
Series: "The Fugitive" Net: Quibi Premiere Date: Monday, Aug. 3
Quibi
Series: "Catfish" Net: MTV Premiere Date: Wednesday, Aug. 5 Time: 8 p.m.
MTV
Series: "Coroner" Net: The CW Premiere Date: Wednesday, Aug. 5 Time: 9 p.m.
The CW
Series: "Star Trek: Lower Decks" Net: CBS All Access Premiere Date: Thursday, Aug. 6 Time: N/A
CBS All Access
Series: "Selling Sunset" Net: Netflix Premiere Date: Friday, Aug. 7
Netflix
Series: "Surviving Jeffrey Epstein" Net: Lifetime Premiere Date: Sunday, Aug. 9 Time: 8 p.m.
Series: "Mapleworth Murders" Net: Quibi Premiere Date: Monday, Aug. 10
Quibi
Series: "Hard Knocks" Net: HBO Premiere Date: Tuesday, Aug. 11 Time: 10 p.m.
HBO
Series: "Ted Lasso" Net: Apple TV+ Premiere Date: Friday, Aug. 14
Apple TV+
Series: "World's Toughest Race: Eco-Challenge Fiji" Net: Amazon Prime Video Premiere Date: Friday, Aug. 14
Amazon Prime Video
Series: "Lovecraft Country" Net: HBO Premiere Date: Sunday, Aug. 16 Time: 9 p.m.
HBO
Series: "Dead Pixels" Net: The CW Premiere Date: Tuesday, Aug. 18 Time: 8 p.m.
The CW
Series: "Lucifer" Net: Netflix Premiere Date: Friday, Aug. 21
Netflix
Series: "Ravi Patel's Pursuit of Happiness" Net: HBO Max Premiere Date: Thursday, Aug. 27 Time: N/A
HBO Max
Series: “Love Fraud” Net: Showtime Premiere Date: Sunday, Aug. 30 Time: 9 p.m.
Showtime
Series: "A.P. Bio" Net: Peacock Premiere Date: Thursday, Sept. 3 Time: N/A
NBCUniversal
Series: "Away" Net: Netflix Premiere Date: Friday, Sept. 4 Time: N/A
Netflix
Series: "The Boys" Net: Amazon Prime Video Premiere Date: Friday, Sept. 4 Time: N/A
Amazon Prime Video
Series: "Woke" Net: Hulu Premiere Date: Wednesday, Sept. 9 Time: N/A
Hulu

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Here’s when 75 broadcast, cable and streaming series debut and come back

Summer is in full swing, and everyone is staying at home as much as possible to prevent the spread of COVID-19. Luckily, dozens of new and returning shows are premiering this summer. The list includes some big titles like "The Twilight Zone" and "The Umbrella Academy," plus original shows for new streaming services HBO Max and Peacock.

Also Read: Fall TV 2020: Every Broadcast Show Canceled, Renewed and Ordered – So Far (Updating)

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