Awards Show Generated 45.9 Million Engagements Across Telemundo-owned Platforms, plus an Additional 38 Million Engagements Across Other Platforms
Show Ranks as #1 Spanish-language Special in Primetime Since the On-set of the Pandemic Reaching 3.5M Total Viewers on Linear Television
Netted 39.6 Million Total Views and 2.5 Million Global Actions for the Exclusive Multiplatform Coverage Across Platforms Including the Telemundo App, telemundo.com, Facebook, Instagram, Twitter, Snapchat and TikTok
Ranked As the #1 Most Social Entertainment Program of the Day Across All Networks Outperforming the 2020 World Series and the 2020 CMT Music Awards
Set New Record on the Telemundo App, Becoming the Most Viewed Award Show Ever with 80% Lift in Linear Simulcast Views
Miami, FL, October 23, 2020 – Wednesday night’s broadcast of Telemundo’s 2020 Billboard Latin Music Awards dominated across all platforms accumulating a total of 45.9M engagements among Telemundo-owned television, digital and social platforms. The show also delivered an additional 15M global interactions and 23M views across non-Telemundo brand social accounts, bringing overall engagement to 84 million. The longest-running and most prestigious awards show in Latin music aired live from the BB&T Center in Sunrise, FL and featured 18 impressive performances including television debuts, special collaborations and emotional tributes.
On linear, the ceremony delivered 1.6M total viewers and 668,000 adults 18-49, according to Nielsen. The first awards ceremony presented completely live since the on-set of the pandemic, Billboard Latin Music Awards drove Telemundo to #1 in Spanish-language prime among adults 18-49 and total viewers, outperforming Univision by +30% among adults 18-49 in the 8-11pm timeslot and the combined seven-network delivery of the 2020 CMT Music Awards by +39% among adults 18-49. The show also reached a cumulative audience of 3.5 total viewers, including 1.6M adults 18-49 with the simulcast on Telemundo and Universo.
Wednesday’s award show delivered double-digit growth across digital and social platforms with +24% higher social engagement and +22% more streams versus 2019. The show generated 39.6M total views and 2.5M global actions for the exclusive digital coverage across platforms including the Telemundo App, telemundo.com, Facebook, Instagram, Twitter, Snapchat and TikTok platforms. According to Talkwalker, Billboard Latin Music Awards ranked as the #1 most social entertainment program of the day, based on interactions, across all broadcast and cable networks, outperforming the 2020 World Series by +138% and the 2020 CMT Music Awards by +246%. Social platforms drove video consumption for the show, with the “El Preshow” red carpet livestream alone generating 2.3M views across platforms, driven by Twitter, Facebook and YouTube.
The show’s innovative #retobillboard challenge, which gave fans a chance to become virtual back-up dancers during a musical performance on the live show, drove additional engagement leading up to the night of the event delivering 13.4M views and 287,000 global actions across Telemundo’s and Talent social accounts.
On the Telemundo App, the 2020 Billboard Latin Music Awards set a new record, becoming the most viewed award show ever on the platform with 80% more linear simulcast views as compared to all previous live transmissions of awards shows on the app.
Daddy Yankee and Bad Bunny topped the list of winners for the night, each going home with seven awards. Hosted by renowned actress and influencer Gaby Espino, the show featured 18 electrifying musical performances including a moving tribute to Mexican maestro Armando Manzanero who received the Billboard Lifetime Achievement Award. Other highlights included Enrique Iglesias being bestowed with the Billboard Top Latin Artist of All Time Award; Romeo Santos recognized with the Billboard Top Latin Album of the Decade for Formula: Vol. 2; Luis Fonsi and Daddy Yankee honored for Billboard Latin Song of the Decade with “Despacito”; Maluma acknowledged with the Billboard Spirit of Hope Award and his performance of “Hawái”; Carlos Vives performing a medley of his greatest hits ang being distinguished with the Billboard Hall of Fame Award, among many others.
Source: Nielsen, NPM, Live+SD, 10/21/2020, Imp (000), Wed 8-11pm. Reach based on Fast TA, 6-minute qualifier. NSI, Live+SD, Rank based on A18-49 impressions among SL-Broadcast Networks. Adobe Analytics, ListenFirst, Crowdtangle, YouTube Analytics, Social Content Ratings powered by Talkwalker. Linear measurement for live/new total day programs excluding sports related programming. 10/21/2020, Total Engagement is a duplicated reach that includes page views, video views, live streams and all social video starts, likes, comments and shares plus TV reach. #Retobillboard Challenge Period: 10/07/20 – 10/21/20
VP, Entertainment Publicity