Telemundo's 'Never Say Never' Strategy Is Working

Why the No. 2 Spanish language network is gaining on No. 1

Back when he was an ad buyer, Mike Rosen never thought Telemundo would be able to give a serious ratings challenge to the nation's dominant Spanish-language network, Univision. Now, as evp of ad sales for the NBCUniversal Hispanic Group, which includes Telemundo, Rosen sees "the network that must not be named" in striking distance. "Never say never," Rosen said at the close of Tuesday night's upfront at Jazz at Lincoln Center.

In April, Telemundo got within 456,000 viewers in the adults 18-49 demographic to Univision.

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