The country’s longest running Latin music awards show, Premio Lo Nuestro, aired on Univision for the 24th year in row on February 16, 2012 and, though its 10 million average viewers helped rank Univision as the #2 network for adults 18-34 for the third year in a row, its through social media that the broadcast really outshined the rest.
Throughout the night, more than 50 topics related to the awards show trended worldwide on Twitter, according to Trendrr.tv, generating over 263 million impressions on the social media site on the day of broadcast and over 302 million impressions since February 1.
According to social media monitoring site Radian6, Univision won the night for social television, which means it was capturing its young audience exactly where it lives.
According to the network, Premio Lo Nuestro’s website is also already outpacing last year’s records. One way Univision accomplished this was to invite viewers to submit their opinions on the red carpet’s best and worst dressed celebrities in real-time with results shown live on-air. Over 60,000 viewers casted votes online and on mobile with fans participating, according to the network, for an average of 8 minutes each. Feedback rate for mobile users was 20%+, which the network calls “stellar.” The web site also offered fans the chance to submit questions to nominees and award show attendees. Over 12,000 fans took advantage of the opportunity.
The network plans to keep traffic flowing by continuing online voting for red carpet favorites through Feb. 20th with the results to be announced on PremioLoNuestro.com and on Univision celebrity gossip show, El Gordo y La Flaca. Lastly, the network keeps visitors to the site entertained with web extras of behind the scenes and inside footage.
What the data indicates is that a music awards show aimed at Latinos is hitting exactly where it should be. Music is a young business and Latinos are a young demographic. That the show would kill online is no surprise.