“Premio Lo Nuestro” Ranks as the No. 1 Program of the Day Among Adults 18-49 and Adults 18-34 in Los Angeles, New York, Miami and Houston
MIAMI – FEBRUARY 19, 2016 – The 28th annual edition of “Premio Lo Nuestro” Latin music awards on Thursday, February 18th, positioned Univision as the No. 2 network for the seventh consecutive year among Adults 18-34, outperforming CBS, NBC and FOX on this night. Broadcast from 8 p.m. to 11 p.m., “Premio Lo Nuestro” reached 7.3 million Total Viewers 2+, who tuned-in to all or part of the three-hour airing.
Last night’s telecast of “Premio Lo Nuestro” delivered an average audience of 3.7 million Total Viewers 2+, 1.9 million Adults 18-49 and 932,000 Adults 18-34 while also positioned Univision as the No. 4 network for the entire night among Adults 18-49, out-delivering NBC by +52%.
In fact, this year’s edition of “Premio Lo Nuestro” was the fourth most-watched program on all of television with more Adult 18-34 viewers than the entire original line-ups on NBC (“You, Me and Apocalypse,” “The Blacklist” and “Shades of Blue”) and FOX (“American Idol”) as well as original airings of ABC’s “How To Get Away With Murder” and CBS’ “Life in Pieces,” “Mom,” “2 Broke Girls” and “Elementary.” Additionally, the music award show delivered more Adults 18-49 than the entire original line-up on NBC as well as ABC’s “How To Get Away With Murder” and CBS’ “2 Broke Girls” and “Elementary.”
Furthermore, the 28th annual edition of “Premio Lo Nuestro” on Univision averaged more Hispanic viewers among Total Viewers 2+, Adults 18-49 and Adults 18-34 than the combined audience of the latest editions of the “American Music Awards” and “Country Music Awards.”
Source: Nielsen, NPM, Thursday (02/18/2016) 8:00pm-11:00pm. Reach based on NPM Fast Cume, Persons 2+, 6+ minute qualified audience (short term and long term visitors included). English-language award shows based on NPM-H, “American Music Awards” (11/22/2015) and “Country Music Awards” (11/04/2015) Live+SD.
LOCAL MARKET HIGHLIGHTS:
Locally, “Premio Lo Nuestro” made Univision the No. 1 broadcast station during the time period, among Total Viewers 2+ in Los Angeles Miami and Houston; among Adults 18-49 in Los Angeles, New York, Miami, Houston, Dallas and Sacramento; and among Adults 18-34 in Los Angeles, New York, Miami, Houston, Dallas, Chicago, San Francisco, Phoenix and Sacramento.
The 28th annual edition of “Premio Lo Nuestro” was the No. 1 broadcast program of the day among Total Viewers 2+ in Miami and among Adults 18-49 and Adults 18-34 in Los Angeles, New York, Miami and Houston.
Source: Nielsen, NSI, Thursday (2/18/16). Premio Lo Nuestro aired 8:00pm-11:00pm ET/PT (7:00pm-10:00pm CT/MT). Total Day is defined as Monday-Sunday 6:00am-2:00am. KMEX in Los Angeles includes UMEX on Time Warner Cable. Live+SD.
SOCIAL MEDIA AND DIGITAL HIGHLIGHTS:
“Premio Lo Nuestro” was the No. 1 most social program on TV yesterday, in terms of Tweets, excluding political events. On the day of the telecast, Univision saw a 13% increase in engagement on Twitter, in terms of Tweets per unique author, compared to 2015. In fact, Univision’s telecast of “Premio Lo Nuestro” generated more Tweets per unique author than “The Golden Globes Awards” on NBC, “People’s Choice Awards” on CBS, “Critic’s Choice Awards” on A&E and “The Screen Actors Guild Awards” on TBS and TNT.
Fans came together to talk about the biggest night in Latin music and their favorite artists on Facebook.com/PremioLoNuestro, on Twitter via @PremioLoNuestro and @UnivisionPremios on Instagram, using #PremioLoNuestro on social platforms and by following PremioLoNuestro on Snapchat.
In addition to the live broadcast on the Univision Network and streaming on Univision Now, fans were able to enjoy all the backstage action via PremioLoNuestro.com and Univision Conecta. From the carpet arrivals and celebrity looks to awards show performances, recaps and the full list of nominees, fans had access to every detail. On top of that, during the lead-up to the show, users were able to stream their favorite nominated artists via the Uforia App and through an exclusive “Premio Lo Nuestro” playlist on Spotify.
Content featured across Univision’s digital platforms for “Premio Lo Nuestro” generated over 68 million page views, representing an increase of 54% more page views versus 2015. On the day of the broadcast, page views were up 78% compared to last year. Mobile consumption continued to play a critical role in how fans view “Premio Lo Nuestro” content. In fact, 87% of visits to the “Premio Lo Nuestro” experience came through a mobile device.
Source: Adobe Analytics, US + PR, December 1, 2014 to February 19, 2015 and December 1, 2015 to February 18, 2016. Nielsen, 2/18/16, ranked on Tweets, excluding political events. Nielsen Social.