Olympics a boon for Telemundo


NBC-owned Hispanic broadcast network Telemundo's Summer Olympics coverage drew 12 million unique persons during the first 10 days of the Beijing Games, surpassing by 12% the audience for its entire coverage of the 2004 Athens Games.

This is the second Olympics broadcast for Telemundo, and the network is offering 380 hours of exclusive coverage through its standard daily broadcast schedule. It also is offering round-the-clock broadband coverage via its Web site, Olimpiadas Telemundo.com.

The coverage includes Olympic events broadcast in Spanish as well as a series of special programs focusing on participating Latin American countries, Hispanic athletes and stories surrounding the Games.

Telemundo's primetime coverage through Sunday averaged 299,000 households and 451,000 persons per night. The network also has averaged 274,000 persons 18-49 in primetime.

Those numbers are up more than 20% over its usual non-Olympics audience.

"We're extremely proud of being part of this historic event and to be able to celebrate with our community the success of our athletes and their commitment to excellence," Telemundo president Don Browne said. "The response from our viewers clearly confirms that our sports division is delivering the most relevant and engaging Spanish-language Olympics coverage to U.S. Hispanics."