Univision is set to finish in first place for the month of July in primetime ratings among the sought after Adults 18-49 and Adults 18-34 demos.
In overall viewership, the Spanish language network, which is headquartered in New York City, finished fourth in ratings for July.
While summer ratings tend to be slow, Univision Prexy-CEO Randy Falco pointed out that "other networks are investing more than ever in summer programming," Variety reports
, suggesting the season is becoming more and more important.
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"These are the audiences that advertisers die for," media blogger Laura Martinez, who follows Spanish language media, told National Public Radio
. "Its summer, they're running against reruns, against boring realities, but I think it's pretty impressive and it's definitely history-making."
In its 10th annual edition of the "Premios Juventud" youth awards show, which aired last Thursday, Univision reached nearly 10 million viewers during the three-hour show alone, which featured performances by popular Latin performers such as Jennifer Lopez and Pitbull.
Additionally, programs such as Univision’s variety show "Sabo Gigante," which translates into "giant Saturday," and the primetime novella, "Amores Verdaderos," or "True Love," beat out the first-run airings of numerous English-language programs in key demos, notes Deadline.com
The English-language programs beat out by Univision in July include ABC's "The Bachelorette" and "Castle," and NBC’s "American Ninja Warrior," Fox’s "So You Think You Can Dance," and CBS’s entire line-up including "Big Brother 15" and "Under the Dome," Variety notes.
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"Univision has become known for airing first-run primetime programming every night, 365 days each year," Univision Networks Prexy Cesar Conde told Variety.
With its largest viewership coming from New York City and Los Angeles-based stations, the network is looking to extend its reach beyond Spanish speaking audiences by featuring English subtitles on some of its weekday primetime shows in January 2012.
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