Latin Grammys win 'ratings del oro' for Univision
Gabriel Miramar-Garcia
| 24 November 2014
Nearly ten million US viewers tuned in to all or part of the three-hour live Latin Grammy broadcast on Univision last week, positioning the Spanish-language network as the No 2 broadcast network among Adults 18-34, ahead of CBS, NBC and FOX.

Co-hosted by actress Jacqueline Bracamontes and Eugenio Derbez, the 15th Annual Latin Grammy Awards showcased some of Latin music's brightest stars: Marc Anthony, Carlos Vives, Juanes, Rubén Blades, Carlos Franzetti and the 2014 Latin Recording Academy Person of the Year singer-songwriter Joan Manuel Serrat. Carlos Santana performed for the first time with Latin Grammy-winner Pitbull. Pepe Aguilar came to the stage with 2013 Latin Recording Academy Person of the Year Miguel Bosé. And crowning the evening was Panamanian salsa singer-songwriter and Latin jazz musician Rubén Blades.

The awards also delivered double-digit audience growth for Univision versus the 2013 telecast among adults 18-49 (+10%) and adults 18-34 (+16%), according to Nielsen.

On a competitive night with original programming and mid-season finales, the telecast delivered an average audience of 1.3 million adults in the 18-34 demographic. But it also saw 4.8 million total viewers 2+ and 2.6 million adults 18-49, making it the No 3 broadcast network among those two groups.

It also attracted more Hispanic viewers across all three demos than the combined audience of the latest editions of the American Music Awards, Billboard Music Awards and Country Music Awards.

Based on Twitter unique audience, the programme also ranked No 2 in the Nielsen Social Daily Top 5 Ranking for Series and Specials on November 20th, which spans across English and Spanish language broadcast and cable networks. And, according to Adobe Analytics, content across Univision's digital platforms for the awards generated over 33 million page views, +270% more page views versus 2013. Video views from content related to the award show more than doubled compared to 2013 (+137%). And this year, 80% of visits to Univision's Latin Grammy Awards section came from a mobile device.