Featuring a Star-Studded Lineup and the Hottest Latin Hits, “Premios Juventud” Drives Univision to Deliver More Adults 18-49, Adults 18-34, and Persons 12-34 than Any Other Network in Primetime
“Premios Juventud” is Most-Social TV Program for the Entire Day, Sets New Show Record with 11.1 Million Total Interactions Across Social Platforms
Telecast Makes Univision the No. 1 Broadcast Station in Los Angeles, New York, Miami, Houston, Dallas, Chicago, Phoenix, San Francisco, and Sacramento Among Adults 18-49 During Time Period
MIAMI – JULY 23, 2021 – Last night’s telecast of “Premios Juventud” thrilled audiences and bucked current award show trends with an unforgettable mix of world premieres, TV exclusives, unique collaborations, and must-see moments driving Univision to become the No. 1 network on all of television for the entire night – among Adults 18-49, Adults 18-34, and Persons 12-34 – and across social for the entire day in any language.
United under the theme “Youth Leading the Change in Culture” and featuring performances from CNCO, Guaynaa and Los Ángeles Azules, the Aguilar Family, and the long-awaited return of Chino y Nacho, Thursday night’s telecast of “Premios Juventud” reached 5.3 million Total Viewers 2+, and averaged 1.9 million Total Viewers 2+, 854,000 Adults 18-49, 346,000 Adults 18-34, and 482,000 Persons 12-34 during the three-hour broadcast. The performance marked double-digit growth over the 2020 edition across all key demos, becoming the ONLY major award show on broadcast television to increase its audience year-over-year in the current 2020/2021 season.
Hosted by Alejandra Espinoza, Chiquis and Sebastián Yatra, the award celebration was the second most-watched program on all of television during primetime among Adults 18-49, Adults 18-34, and Persons 12-34, and made Univision the No. 1 Spanish-language network with double-to-triple digit audience advantages over Telemundo across all key demos for the entire night. “Premios Juventud” also attracted more Hispanic viewers than the combined audience of the latest editions of the major music award shows (“American Music Awards,” “Billboard Music Awards,” “Country Music Awards,” and the “Video Music Awards) among Total Viewers 2+, Adults 18-49, Adults 18-34, and Persons 12-34. Univision is home to the top 3 award shows on all of television, regardless of language in the current 2020/2021 season with No. 1 “Premio Lo Nuestro,” No. 2 “Latin Grammy Awards,” and No. 3 “Premios Juventud” among U.S. Hispanics in the key demographic groups of Total Viewers 2+, Adults 18-49, and Adults 18-34.
“Premios Juventud” stirred up engagement on social with 11.1 million total interactions across Facebook, Instagram, Twitter and YouTube, making it the most-social program across TV for the day and the most-social Spanish-language entertainment telecast across TV in 2021 thus far. This year’s telecast ranks as the most-social airing ever for “Premios Juventud,” generating +53% and +54% more interactions versus 2020 and 2019, respectively. Additionally, “Premios Juventud” garnered more total interactions than BET’s “2021 BET Awards” (+9%), ABC’s “The Oscars” (+17%), NBC’s “The 78th Annual Golden Globe Awards” (+40%), TEL’s “Latin American Music Awards” (+173%), TNT’s “27th Annual SAG Awards” (+269%), and CBS’s “56th Academy of Country Music Awards” (+394%).
Univision’s pre-show “PJ Takeover,” hosted by Gabriel Coronel, Jomari Goyso, Roberto Hernández, Clarissa Molina, Fátima Molina and Kiara Liz, averaged 1.4 million Total Viewers 2+, 536,000 Adults 18-49, 209,000 Adults 18-34, and 310,000 Persons 12-34, and increased its audience in the last half-hour compared to the first half-hour among Total Viewers 2+ (+16%), Adults 18-49 (+16%), Adults 18-34 (+24%), and Persons 12-34 (+36%).
Source: Nielsen, NPM (07/22/2021) Thu 8pm-11pm, ad-supported networks, Live+SD. Reach based on NPM Fast Cume, Persons 2+, 1+ minute qualified audience (short-term and long-term visitors included). English-language award shows based on “Academy of Country Music Awards” (04/18/2021), “American Music Awards” (11/22/2020), “Billboard Music Awards” (05/23/2021), “Country Music Awards” (11/11/2020), “Grammy Awards” (03/14/2021), “Latin American Music Awards” (04/15/2021), “The Oscars” (04/25/2021) and “Video Music Awards” (08/30/2020). Effective on 08/31/2020, Out of Home PPM data is included for Univision and participating networks. Talkwalker Social Content Ratings, 07/22/21, linear episode-level and network-level total interactions and video view counts, YTD 2021 (01/01/21-07/22/21). Most social airing ever based on prior Premios Juventud (07/06/2017, 07/22/2018, 07/18/2019, 08/13/2020 and 07/22/2021).
LOCAL TELEVISION STATIONS HIGHLIGHTS:
“Premios Juventud” was the No. 1 broadcast program of the day among:
- Total Viewers 2+ in Miami
- Adults 18-34 in Los Angeles, Miami, Houston, Chicago* and Phoenix*
- Adults 18-49 and Adults 25-54 in Los Angeles, New York, Miami, Houston, Chicago and Phoenix
“Premios Juventud” was the No. 1 broadcast program in Prime among:
- Total Viewers 2+ in Los Angeles, New York, Miami, Houston and Chicago
- Adults 18-34 in Los Angeles, New York, Miami, Houston, Dallas, Chicago and Phoenix*
- Adults 18-49 and Adults 25-54 in Los Angeles, New York, Miami, Houston, Dallas, Chicago, Phoenix and San Francisco
“Premios Juventud” made Univision the No. 1 broadcast station during the time period (8:00pm-11:00pm ET/PT) ahead of ABC, CBS, NBC, FOX, CW and TEL among:
- Total Viewers 2+ in Los Angeles, New York, Miami, Houston, Chicago, Phoenix and San Francisco,
- Adults 18-34 in Los Angeles, New York, Miami, Houston, Dallas, Chicago, Phoenix and Sacramento
- Adults 18-49 in Los Angeles, New York, Miami, Houston, Dallas, Chicago, Phoenix, San Francisco and Sacramento
- Adults 25-54 in Los Angeles, New York, Miami, Houston, Dallas, Chicago, Phoenix and San Francisco
“Premios Juventud” outperformed ABC, CBS, NBC and FOX stations combined during the time period (8:00pm-11:00pm ET/PT) among:
- Total Viewers 2+ in Miami
- Adults 18-34 in Los Angeles, New York, Miami and Phoenix
- Adults 18-49 in Los Angeles, New York*, Miami, Chicago and Phoenix
- Adults 25-54 in Los Angeles, New York, Miami and Phoenix*
Nielsen, NSI, LPM+PPM, Premios Juventud on Univision (07/22/21), 8:00 pm- 11:00 pm ET/PT; 7:00 pm- 10:00 pm CT/MT. PJ Takeover Pre-Show (07/22/21) 7:00 pm- 8:00 pm ET/PT; 6:00 pm- 7:00 pm CT/MT. Prime TP 8:00 pm- 11:00 pm ET/PT; 7:00 pm- 10:00 pm CT/MT. Premios Juventud 2020 aired on Univision (08/14/2020), 8:00 pm- 11:00 pm ET/PT; 7:00 pm- 10:00 pm CT/MT. Live+SD. *Tied.
Visit corporate.univision.com/newco for more information on Univision, and follow @UnivisionPRTeam on Twitter and Instagram.
CONTACT: Kevin Sornatale, 212-455-5259, ksornatale@univision.net
