Telemundo says it's having the best May in the network’s history, with a 41 percent year-over-year viewership increase among adults 18-49. Telemundo says it's averaging almost 1.6 million total viewers in the month, and 500,000 in the coveted 18-34 demographic.
That's good news for NBCU's Spanish-language anchor, coming off of an upfront two weeks ago in which network executives sought to underline the rapid growth of the U.S. Hispanic population and the clear implications that change will have for the TV world.
“We are at the leading edge of the most important demographic shift in modern media history,” Lauren Zalaznick, head of NBC Universal Entertainment & Digital Networks and Integrated Media, said during the upfront presentation. “This market is the future of our industry, [and] the real future of our company. We mean it.”
Only a few weeks before the upfront, NBC Universal launched a marketing push called "Hispanics at NBCU," aimed at increasing Hispanic-targeted ad dollars. Other networks are doing the same—also in April, News Corp. launched "Fox Hispanic Media," an initiative aimed at increasing Fox's Hispanic viewership.