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Telenovelas to Help Univision, Telemundo Clean Up With Advertisers at Upfronts

Viewership among adults 18-49 being down for English-language TV networks, while Spanish channels are grabbing more of those Madison Avenue-coveted eyeballs, has industry experts predicting big ad buys for Univision and Telemundo at this year's Upfronts.


According to The Wrap, Univision is expected to pull in approximately $1.3 billion, while NBC Universal's Telemundo will grab around $450 million ad dollars, both largely on the strength of the channels' insanely popular evening soap operas aka telenovelas. Here's what the blog had to say about the strength of Telemundo's steamy mob novela La Reina del Sur, as well as Univision's Teresa:

Telemundo's current 10 p.m. novela “La Reina del Sur” has peaked at more than 3.3 million viewers and on several nights has drawn more than 2.2 million 18-49 viewers to edge out Univision in that hour.

And Univision's 9 p.m. novela “Teresa” (pictured) premiered on March 30 with 4.9 million viewers and 2.7 million 18-49 viewers.

It has outdrawn both ABC and NBC on certain nights since in those demos.

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According to Telemundo's Chief Operating Officer Jackie Hernandez, Spanish-language channels are now being considered a first option among many advertisers. Telemundo specifically has an edge because it owns and produces its own novelas (You know, like ABC owns and produces its daytime soaps), according to the report.

"We believe we've cracked the code in integrating products seemlessly into our novelas," Hernandez said. "And as the ratings for our novelas go up, we are also bringing in more dollars."

I knew I should have paid more attention during Spanish II in college. Looks like learning the language is the only way I'm going to be able to get my daily soap fix in the future. Viva Las Novelas!

Photo credit: Univision