Futbol, Telenovelas Continue to Drive Hispanic Audiences


As MundoFox launched Aug. 13 with
great fanfare and the promise of an alternative in Spanish-language programming,
the nation's largest Hispanic-targeted broadcasters, Univision and Telemundo,
were reaping record-breaking ratings from futbol
and telenovelas.

Telemundo's Aug. 11 broadcast of the Brazil-Mexico men's
soccer gold medal game from the London Olympics was the network's most-watched
Olympic event ever, averaging 3.6 million viewers and 2.2 million adults 18 to
49, according to Nielsen.

Soccer gold medal game

The match (at 10 a.m. ET), in which Mexico prevailed 2-1,
was also the highest-rated daytime weekend soccer telecast in Telemundo
history,  the NBCUniversal-owned network

The game, called by legendary sportscaster Andres Cantor,
was No. 1 overall in such top Hispanic markets as Los Angeles, Miami, Dallas
and Chicago, regardless of language. It was also part of Telemundo's
Hispanic-tailored coverage of the games (during the live airing of the match, sister
service NBC was airing women's volleyball). 

Univision, for its part, continues to break records with its
primetime telenovelas, most of which hail from programming partner Grupo
Televisa in Mexico.

The Aug. 10 finale of La
que no podia amar
(The One That
Couldn't Love
) delivered almost 3 million adults 18-49 and 1.6 million
adults 18-34. Overall, it reached 8 million viewers who tuned in to all of part
of the broadcast, outperforming ABC, CBS, Fox and The CW.

The finale, which aired from 9 to 11 p.m., was second only
to NBC's Olympics coverage across all key demos, according to Nielsen. It
helped Univision stations finish No. 1 among viewers 18 to 34 in Los Angeles,
Houston and Dallas, the network said.