Univision ranked No. 1 network among key demo in July sweeps

Univision woos young viewers with telenovelas

For the second year in a row, Spanish-language television network Univision nabbed the No. 1 spot in prime time among 18-to-49-year-old viewers during the July sweeps.

Univision Communications said its flagship Univision network outpaced its English-language competitors during the prime-time hours among the demographic group most important to advertisers.

Univision Chief Executive Randy Falco said maintaining the No. 1 position for two consecutive July sweeps "validates our strong position in the industry amidst increased competition."

The company also said its station in Los Angeles ranked as No. 1 most watched station in the country during prime time and throughout the day among the key demographic. Its New York station ranked second.

"I'm not surprised," Alberto Mier y Terán, the executive vice president of Univision Television Group, told the Los Angeles Times.

Mier y Terán credits the July sweep to Univision's "strong programming," with the network airing local news and popular telenovelas such as "Lo Que la Vida Me Robó."

In years past, the major broadcast networks largely hung a "Gone Fishing" sign during the summer months, content to run repeat episodes of their scripted dramas and comedies. But last year, CBS found great success running scripted originals during the summer with "Under the Dome," and this year added more originals.

Still, Univision proved to be more popular with viewers under the age of 50.

Univision also debuted "Mi Corazón es Tuyo," a new telenovela that has been well received among the desired demo. The show, which airs at 8 p.m., averages 3.6 million total viewers, according to Univision.

Roughly 4 million viewers also tuned in to the network's annual Premios Juventud awards show, which aired on July 17. According to Nielsen ratings, it earned a rating of 1.7 in the key demo. Broadcast from Florida, the 11th annual awards show featured big-name stars such as Pitbull, Enrique Iglesias, Romeo Santos and Juanes.

"Our programming keeps getting better because we focus on our community and issues relevant to our community. ... People are engaging more than they ever have before," Mier y Terán said.

"It’s a top priority of ours to continue to deliver world-class, culturally-relevant content that our viewers crave -- in all of the ways that they want it -- and we’re confident that as long as we continue to do so, we’ll remain at the forefront," Falco echoed in his statement.

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