Pelicula Ladrones
The U.S. television premiere on Cinelatino of the box office hit Ladrones (Thieves) on Sunday, September 2, was the highest-rated Spanish-language cable program during the 11pm timeslot among Adults 18-49, outperforming every other Spanish-language cable network, including Galavisión, Discovery en Español, ESPN Deportes, FOX Deportes, Universo and Univision Deportes, according to Nielsen.
Cinelatino premiered the blockbuster film with back-to-back showings at 9pm and 11pm ET, followed by a third airing the next day as part of a special Labor Day stunt featuring a selection of top-performing hits. Among Adults 18-49, the 9pm ET premiere delivered 70,000 viewers, with an additional 42,000 viewers for the 11pm showing and 58,000 viewers on Monday for a cumulative holiday weekend audience of 170,000 viewers among this coveted demo. Among Persons 2+, the network accumulated 295,000 viewers across the three airings.
“Outperforming every single Spanish-language cable network during primetime is a huge accomplishment, especially considering networks like Galavisión have ten times the distribution of Cinelatino. This reinforces that providing exclusive and culturally-unique theatrical premieres that appeal to multigenerational Latino homes—especially during holidays—is the formula for out-delivering our promise to advertisers,” said Alan Sokol, president, and CEO of Hemisphere Media Group, the network’s parent company.
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