Estrella TV, the only minority-owned Spanish television network in the U.S., experienced a 20% growth in ratings in prime time among millennials (adults 18-34) during the Summer of 2016, as compared to the same period in 2015.
According to Nielsen ratings*, Estrella TV saw a ratings increase not only among adults 18-34, but also experienced a 31% improvement among men18-34 as well. During this same prime time period, Telemundo dropped -12% and -18%, Univision -16% and -16% and UniMas -8% and -25% respectively, in both 18-34 demographic groups from 2015 to 2016. In the all-important demographic of 18-49 Estrella TV is the only major network that experienced ratings increases.
Since its inception in 2009, Estrella TV has been the only Spanish language broadcaster that has catered to the rapidly growing young Hispanic audience, featuring relevant and original programming, which is clearly distinguished from the traditional telenovela format. Estrella TV has differentiated itself from the two other leading Spanish language television networks by producing fast-paced and alternative programming that U.S. Hispanics have increasingly embraced. Shows such as "Tengo Talento Mucho Talento," "Rica Famosa Latina," "Noches Con Platanito," "iTestigo" and "Alarma TV," have proven to be ratings successes for the network, and continue to attract young viewers nationwide.
The Network's new slate of Fall programming continues this innovative programming strategy with the exciting launch of the family game show, "TumbaBurros" on September 26th and a new variety show by stand-up and internet comedy sensation, Franco Escamilla. These new programs exemplify the original approach to programming pioneered by Estrella TV as it caters to the tastes of U.S. based Hispanics and is not tethered to foreign originated telenovela programming that is aired by its peers.
According to recent data from the Pew Research Center, nearly 60% of Hispanics in the U.S. are millennials or younger, and one-quarter of this group is between the ages of 18 and 33. For the past seven years, Estrella TV has consistently succeeded in competing with its Spanish language network peers by providing programming that is relevant to the changing Hispanic market; capturing this audience with a unique lineup of relevant and entertaining programming.
"The fact that the traditional telenovela format has been in steady decline for the past several years is no surprise to us. At Estrella TV, we have always produced programming that speaks to U.S. Hispanic audiences. We pride ourselves in creating original Spanish language content in the U.S. that is relevant, entertaining and that caters to Hispanics living in this country, not a foreign territory," stated Lenard Liberman, CEO, LBI Media, Inc., the parent company of Estrella TV.
*Source: Nielsen National TV View; C3 (000); 3Q16 to date (06/27/2016 - 08/21/2016) vs 3Q15 to date (06/29/2015 - 08/23/2015); excludes sports; networks and demos as stated.