Univision's 32nd Annual "Premio Lo Nuestro" Big Winner on All of Television

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Cover image for  article: Univision's 32nd Annual "Premio Lo Nuestro" Big Winner on All of Television

Univision's broadcast of Premio Lo Nuestro kicked off the decade with a resounding bang as Latin music's longest-running award show in the U.S. reached over 7 million Total Viewers 2+, who tuned in to or part of the three-hour telecast. Featuring the biggest Latin music stars, unprecedented collaborations, and more exclusive premieres than ever before, the 32nd annual celebration averaged 3.0 million Total Viewers 2+, 1.4 million Adults 18-49 and 586,000 Adults 18-34, and positioned Univision as the No. 1 network for the entire night, ahead of ABC, CBS, NBC, FOX, and all cable networks among Adults 18-49 and Adults 18-34. Additionally, Univision outperformed NBC during primetime among Total Viewers 2+.

The live broadcast, which featured standout performances from Latin music superstars Thalia, Daddy Yankee, J Balvin, Ricky Martin, Natti Natasha, Pitbull and many others, delivered a 5 percent increase compared to the 2019 airing among Adults 18-49, and joins Univision's Latin GRAMMY Awards as the only two major award shows to see growth year-over-year in the current season. Meanwhile, in contrast, ABC's American Music Awards, Country Music Awards, and The Oscars; CBS' Grammy Awards; NBC's Golden Globe Awards; and Telemundo's Latin American Music Awards have each reported audience declines season-to-date.

Univision's 2020 Premio Lo Nuestro ranked as the No. 1 program on all of television, regardless of language, with more Adult 18-49 and Adult 18-34 viewers than the entire original primetime line-ups on ABC (Station 19, Grey's Anatomy, and A Million Little Things); CBS (Young Sheldon, The Unicorn, Mom, Carol's Second Act, and Tommy); NBC (Superstore, Brooklyn Nine-Nine, Will & Grace, and Indebted) and FOX (Last Man Standing, Outmatched, and Deputy), the first-run episode of The CW's Katy Keene as well as all cable programs.

Hosted by Thalia, Pitbull, and Alejandra Espinoza, the 32nd edition of "Premio Lo Nuestro" made Univision the No. 1 Spanish-language network for the entire night, with nearly three times more Total Viewers 2+ (+172% advantage), Adults 18-49 (+195% advantage), and Adults 18-34 (+179%). The telecast attracted more Hispanic Total Viewers 2+ and Hispanic Adults 18-49 than any of the English-language award shows that have aired in 2020 thus far, including ABC's The Oscars, CBS' Grammy Awards, and NBC's Golden Globe Awards. Furthermore, the award show attracted 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, Billboard Music Awards, and Country Music Awards. Among all programs last night, Premio Lo Nuestro ranked as the No. 1 most-social, garnering 5.7 million interactions across Facebook, Instagram, and Twitter, while also generating 1.1 million video views on Univision's Facebook and Twitter platforms.

Univision's pre-show arrivals coverage Noche de Estrellas (Night of Stars), averaged 2.3 million Total Viewers 2+, 970,000 Adults 18-49 and 379,000 Adults 18-34, and increased its audience in the last half-hour compared to the first half-hour among Total Viewers 2+ (+9%), Adults 18-49 (+9%), and Adults 18-34 (+20%). Airing from 7:00 p.m. – 8:00 p.m. ET, the special positioned Univision as the No. 1 Spanish-language network in the time period and out-performed the first hour of Telemundo's Exatlón Estados Unidos by double-digit margins among Total Viewers 2+ (+76% adv.), Adults 18-49 (+103% adv.), and Adults 18-34 (+84% adv.).

Source: Nielsen, NPM, Thursday (02/20/2020) 7:00pm-11:00pm, 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 NPM-H, "American Music Awards" (11/24/2019), "Billboard Music Awards" (05/01/2019), "Country Music Awards" (11/13/2019), "The Oscars" (02/09/2020), "Grammy Awards" (01/26/2020) and "Golden Globe Awards" (01/05/2020). Award show ranking based on NPM-H (09/23/2019-02/20/2020), Mon-Sat 8pm-11pm/7pm-11pm, ad-supported networks, repeats excluded.

Local Television Stations Highlights
Coverage of Premio Lo Nuestro made Univision the No. 1 broadcast station during the time period (8:00 p.m./11:00 p.m. ET/PT) ahead of ABC, CBS, NBC, FOX, CW and TEL among:

  • Total Viewers 2+ in Los Angeles, New York, Miami, and Houston
  • Adults 18-34 in Los Angeles, New York, Miami, Houston, Dallas, Chicago, Phoenix, San Francisco, and Philadelphia*
  • Adults 18-49 and Adults 25-54 in Los Angeles, New York, Miami, Houston, Dallas, Phoenix, and San Francisco

Premio Lo Nuestro was the No. 1 broadcast program of the day among:

  • Total Viewers 2+ in Los Angeles and Miami
  • Adults 18-34 in Los Angeles, New York, Miami, Houston, Dallas, Phoenix, and San Francisco
  • Adults 18-49 and Adults 25-54 in Los Angeles, New York, Miami, Houston, Dallas, and Phoenix

In Los Angeles and New York, Premio Lo Nuestro had its highest viewership for the award show since 2015 among Adults 18-49.

In Phoenix, Premio Lo Nuestro had its highest viewership for the award show since 2014 among Adults 18-49.

Coverage of Premio Lo Nuestro outperformed ABC, CBS, NBC, and FOX stations combined during the time period (8:00 p.m./11:00 p.m. ET/PT) among:

  • Total Viewers 2+ in Miami
  • Adults 18-34 in Los Angeles, New York, Miami, Houston and Phoenix
  • Adults 18-49 in Los Angeles, New York, Miami and Phoenix
  • Adults 25-54 in Los Angeles and Miami

Nielsen, NSI, LPM+PPM, Premio Lo Nuestro on Univision (02/20/20), 8:00 pm- 11:00 pm ET/PT; 7:00 pm- 10:00 pm CT/MT. Noche de Estrellas (02/20/20) 7:00 pm- 8:00 pm ET/PT; 6:00 pm- 7:00 pm CT/MT. (LPM Only) Premio Lo Nuestro 2019 aired on Univision (02/21/19), 8:00 pm- 11:00 pm ET/PT; 7:00 pm- 10:00 pm CT/MT.   Rankings and growth based on DMA impressions, rounded to the thousand. Total Day rankings are based on broadcast programs only. Live+SD. *In Philadelphia, WUVP UNI is tied for #1 with WPVI ABC in the time period.

Photo courtesy of Univision Communications.

Don't stop now! Read more from Univision InSites on its diverse media portfolio. Read the full story of the awards show in "At Univision's Premio Lo Nuestro, the Big Award Goes to Brands."

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