Telemundo is expected to announce today (March 10) that its telenovela La reina del sur has beaten not only long-time Spanish-language rival Univision, but also CBS, ABC and even parent company NBC among coveted demos at 10 PM Tuesday night, per Nielsen national audience estimates.
La reina, which premiered Feb. 28, ranked #1 among adults 18-49, adults 18-34, men 18-49 and men 18-34.
It is the first time Telemundo announces ratings that beat parent NBC.
“These ratings are historic, unprecedented,” a Telemundo spokesperson told Portada. Yet, as of Wednesday night the network was scrambling to make sense of these figures to better react to archrival Univision, which has been implementing an aggressive programming strategy against La reina, including an extension of its popular 9 PM telenovela and a commercial-free run of its 10 pm novela on Telefutura.
Based on a novel by author Arturo Pérez Reverte, La reina del sur has given Telemundo record-breaking audiences: it has already become the highest-rated premiere in the network’s history, delivering an audience of 2.4 million viewers on Feb 28. The 70-episode telenovela features Mexican star Kate del Castillo and was filmed in four countries, with a strong focus on Mexico and Spain.