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Latin Grammy Awards See Major Spike in Viewership

More Than 5 Million Tune in to Univision Broadcast

By Published on .

NEW YORK (AdAge.com) -- Moving the sixth annual Latin Grammy Awards broadcast to Spanish-language network Univision increased the total number of viewers to 5.1 million, up from 3.3 million last year when the program aired on CBS, according to Univision.
In Los Angeles, the Latin Grammys broadcast was the highest-rated show on any channel, regardless of language, among adults ages 18 to 49, Univision said.

25.6 household rating
Univision is announcing today that the Latin Grammys, broadcast live from Los Angeles on Nov. 3, garnered a 25.6 household rating among Hispanics, and a 39% share of that audience. Hispanic viewership is measured by the Nielsen Hispanic Television Index.

In recent years, awards shows on Spanish-language TV tend to have a bigger audience while ratings for most awards shows aired on English-language networks have been slipping. In Los Angeles, the Latin Grammys broadcast was the highest-rated show on any channel, regardless of language, among adults ages 18 to 49, Univision said.

Blue chip marketers
The three-hour show was packed with blue chip marketers. Nissan North America chose the Latin Grammys to break its long-anticipated first campaign from the Vidal Partnership, the Hispanic agency that won the $50 million account late last year in a high-profile review. Two spots for the 2006 Altima, “Icons City” and “Icons Suburbs,” aired several times. The spots used generic images for street signs, dogs and people while the Nissan Altima was the only real-life object. The tagline is “En un mundo generico lo que va mas alla sobresale,” which roughly means that in a world of sameness, the Altima stands out. Vidal rushed to finish the spots in time for the Latin Grammys; print, online and other advertising will start in early 2006.

In addition to Nissan, other major sponsors of the Latin Grammys included Wal-Mart, Cingular, Heineken, Chevy, L’Oreal and Budweiser. L’Oreal alternated spots for Vive, Preference and Feria.

Spots also ran from Verizon, Target, Radio Shack, Astra Zeneca’s Nexium, Goya Foods and others. Some media agency executives said they were interested in buying airtime but that their 2005 Hispanic TV dollars were already committed when Univision started selling the Latin Grammys this year.

“It’s something we’d definitely be interested in,” said Ken Cervantes, who heads Hispanic advertising for SMG’s Coca Cola City. “We’ll see how it does this year and then look at 2006.”

New host
The show, which offered English-language closed-captions, was hosted by "telenovela" actor Eduardo Santamarina and model and TV personality Rebecca de Alba. Last year, CBS used comedian George Lopez as the host in an effort to prop up sagging ratings. Univision heavily cross-promoted the Latin Grammys on its two other TV networks, TeleFutura and Galavisión, and on Univision Radio Group and Univision.com, which featured artist interviews and behind-the-scene coverage, including videos, the best- and worst-dressed and interactive content.

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