6.3M Hispanics Tune in for 'Premio lo Nuestro' on Univision
Nancy Ayala
www.marketingymedios.com
Feb 27, 2007
Univision’s 19th annual Premio lo Nuestro a la Música Latina proved a winner again, ratings-wise and for the hundreds gathered inside and outside the event Thursday night, broadcast live from Miami’s American Airlines Arena.
An estimated 6.3 million Hispanic viewers (persons 2+) nationwide tuned into the three-hour most-watched Latin awards special from the comfort of home, according to Univision, via Nielsen Media Research. That’s a 3.3 percent increase from last year’s telecast, which brought in 6.1 million Latino viewers or a cumulative 11 million Hispanics during the entire show, Univision said.
Premio lo Nuestro ranked No. 1 among total persons 2+, adults 18-49 and 18-34, and teens 12-17 in Los Angeles during the three-hour window, beating out top shows American Idol and Grey’s Anatomy among Latino fans. The special helped make Univision hit No. 2 in New York, Dallas, Chicago and San Francisco among Hispanic adults ages 18-34.
Like last year, a major brand — JCPenney — debuted a new spot during the telecast, introducing its new tagline and brand positioning “Cada Día Cuenta” (“Every Day Matters”) for millions of viewers. The retailer had an exclusive sponsorship for Premio lo Nuestro and aired a 30-second ad create exclusively for the Hispanic customer. (Wendy’s and PepsiCo premiered spots during last year’s Premio.)
Hispanic viewers, of course, were more keen on seeing their favorite music stars strut their stuff on the red carpet, belt out their award-winning songs and thank the countless folks who helped them reach the hallowed stage.
The night’s biggest winners, earning three awards each, were Norteño group Intocable (in the Regional Mexican category: group or duo; song of the year for “Alguien te Va a Hacer Llorar”; and Norteño artist) and rock band Maná (in the rock category: album of the year for Amar Es Combatir; artist of the year; and song of the year for “Labios Compartidos”).
Among other expected top winners were RBD, Puerto Rican singer Olga Tañón, Dominican bachata talent Monchy y Alexandra and Aventura.
Jennifer Lopez, who did not perform during the event, did add cachet to the event by handing out the best video of the year award. It went to Don Omar for “Angelito.” Lopez’s hubby/salsa singer/actor Marc Anthony earned a standing ovation for his male artist of the year win in the tropical music category.
