(CelebrityAccess MediaWire) —
Airing for the first time entirely in Spanish, the Univision Network's telecast of the 6th Annual Latin Grammy Awards on November 3 broadcast live from Los Angeles' Shrine Auditorium on the Univision Network was the most-watched broadcast in the history of the event among adults 18-34, also making Univision the country's #3 network, regardless of language. Airing on the first night of television's all-important November Sweeps, Univision's telecast of the awards show attracted 1.8 million more viewers than last year's English-language broadcast.
Additionally, the three-hour show that paid homage to the best of Latin music delivered a phenomenal 630% more Hispanic Adults 18-34 and 481% more Hispanic Adults 18-49.
In key local markets, the numbers were equally impressive. In Los Angeles, the program was the #1 show in the key demos of Adults 18-34 and 18-49, beating all other stations in the market, regardless of language. In Chicago, Adult 18-34 and 18-49 audiences increased an extraordinary 844% and 614% respectively. In New York, Hispanic Adult 18-49 audiences saw a seven-fold increase over the previous year's telecast.
"We were extremely pleased when the Latin Grammys found its new home on Univision," said Alina Falcon, executive vice president and operating manager, Univision Television Network. "Now, we're especially thrilled that Univision successfully delivered record-breaking audience levels, as well."
The program's ratings success was surely due in no small part to Univision's cross-promotional efforts on its sister networks TeleFutura and Galavision, its Univision Radio Group, and its popular website Univision.com. In fact, the Latin Grammys resulted in more than 77 million page views to Univision.com logged by fans looking for exclusive behind-the-scenes coverage, including videos, the best and worst dressed and interactive content. This record number made the Latin Grammys the best traffic driver to the website ever. The star-studded extravaganza was also broadcast offering English-language closed-captions, allowing all lovers of Latin music to enjoy this annual celebration of musical artistry.
Expanded to three hours this year, the program hosted by international model and TV personality Rebecca de Alba and popular novela leading man Eduardo Santamarina showcased more than 25 of Latin music's biggest acts performing in a record 14 high-energy musical numbers. Highlights of the show included numbers by Alejandro Fernandez, Juanes, and musical groups Los Tigres del Norte and Intocable. The night also featured history-making performances by Chilean Rock supergroup La Ley doing a medley of their greatest hits in the band's farewell performance, Reggaeton superstars Los 12 Discipulos performing for the first time together live, multiple nominee Spanish sensation Bebe making her U.S. television debut, and an emotion-filled all-star tribute to Cuban music legends Cachao and Bebo Valdes featuring Arturo Sandoval, Ed Calle, Generoso Jimenez, Johnny Pacheco and Andy Garcia. Special award presentations included Mexican crooner Jose Jose honored as the Academy's "Person of the Year" by Univision News anchor Maria Elena Salinas and the Lifetime Achievement Award given to Spanish singing legend Rocio Durcal by The Latin Recording Academy.
"After weeks of celebrating live Latin music during this year's road to the 6th Annual Latin Grammys, we are thrilled with the unforgettable moments that made up the international flavor of this year's heralded telecast. It was an incredible success thanks to the amazing set of performers, presenters, nominees, and the commitment of everyone involved with The Latin Recording Academy and Univision," said Gabriel Abaroa, president, The Latin Recording Academy. "We had three hours of performances that kept people dancing in their seats and rocking in the aisles inside the venue and wherever the viewers were. We couldn't be more proud of the results of everyone's hard work and passion in producing a show that brought Latin music from around the globe to viewers around the world." –Bob Grossweiner and Jane Cohen