Show FIFA World Cup: Homenaje al campeón had the most expensive spot of the season
The US Hispanic TV market, traditionally dominated by Univision, has seen Telemundo grow in terms of advertising revenue last season, according to data from the Standard Media Index.
In recent years, Spanish-language television has become much more competitive in its commitment to content and, therefore, in its audience numbers.
Telemundo's growth and Univision's decline, which stood as the traditional leader of the segment, also translate into both company's advertising revenue, according to the latest Standard Media Index (SMI).
In the 2017/18 season, which included the Russian Soccer World Cup, Hispanic networks generated some US$ 2.2 billion in advertising. Although, not including the sporting event, the market dropped 5%.
And while Univision remained as the top revenue generator, with US$ 875 million, it suffered a 9% drop compared to the previous season, and its share in the Spanish television market fell from 49% to 45%.
Telemundo, on the other hand, managed to increase its advertising revenues by a notable 16%, to US$ 647 million. Winning the rights to the World Cup earned the network US$ 122 in profits, and thus managed to increase its share on the Hispanic market from 26% in 2016/17, to 30% this season.
Other Spanish networks that stood out in the SMI report include UniMás, with an 11% share; Galavision, with 3%; Star TV, also 3%; Univision Sports, 2%; and Universo, 2%. The remaining 4% is divided among "others".
"This season's numbers show the substantial impact of special events like the World Cup and the Olympic Games in maintaining national TV ratings," said SMI CEO James Fennessy.
According to the study, prime time advertising in Hispanic networks costs an average of US$ 3,753 for 30 seconds. The most expensive spot took place during Telemundo's show FIFA World Cup: Homenaje al campeón, which cost US$ 197,000 for 30 seconds.
This was followed by shows Premio Lo Nuestro 2018 and Premios Juventud 2018, both from Univision, with a cost of US$ 133,000 and US$ 113,000 per spot respectively.
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