U.S. HISPANIC
Utilisima attracts highest concentration of women among Spanish-language cable channels
Maribel Ramos-Weiner| 18 de noviembre de 2010
Hernán López, President and COO, Fox International Channels
Utilísima announced it is Nielsen-rated as of the 4th quarter. Among its core demographic of Women 25+, Utilísima has emerged as the third highest-rated Spanish-language cable network overall (based on Coverage Area ratings), beating long-time players such as mun2 and mtv3. Utilísima attracts the highest concentration of adult women of any Spanish-Language network, holding a 51% lead in female 25+ per viewing household over its nearest competitor during total day (8a-2a).Were thrilled with the remarkable growth and popularity of Utilísima, which has exceeded even our high expectations, said Hernán López, President and COO, Fox International Channels (FIC).Utilísima primarily attracts Hispanic women. 72% of Utilisima viewers are over the age of 25 and 67% are women. The network currently carried by Dish Latino, Comcast, Cablevision, Time Warner, Charter and Verizon, has ramped up its original production, bringing in well-known talent from Mexico, Puerto Rico, Colombia, Venezuela, Central America, Peru, and other countries.Utilísima is at the right place at the right time, offering educational niche content to the Latina woman who lives and breathes both cultures, said Emiliano Saccone, EVP Global Development, FIC.In addition to attracting viewers and driving ratings, Utilísima has also experienced tremendous success with advertisers. Since launching three months ago, it has struck deals with Sears, Procter & Gamble, Ford Motor Co., Kmart, El Jimador, Farmers Insurance, SC Johnson, Toyota, Daisy Sour Cream, Kelloggs, Prudential, T-Mobile, and Wal-Mart.Were helping these powerful brands connect with an elusive consumer segment which is concentrated right here on our network, said Tom Maney, SVP, Advertising Sales, Fox Hispanic Media Group.
