That the MLS season opener between the LA Galaxy and Chicago Fire averaged 341,000 viewers and was up 44% in total viewers versus last year’s season opener on NBC Sports Network was moderately interesting to us.
What really caught our eye from the UniMás press release was that 26% of the total viewership was non-Hispanic, presumably due to being the first Spanish language channel televising soccer in the U.S. that offered secondary audio (SAP) in English.
HISTORIC MLS SEASON OPENER ON UNIMÁS OUT-DELIVERS 2014 MLS SEASON OPENER ON NBCSN AMONG TOTAL VIEWERS AND ADULTS 18-49
Season Opener Posts +111% Year-Over-Year Gains Among Adults 18-49
UniMás’ broadcast of the MLS season opener, LA Galaxy vs. Chicago Fire, delivered gains of +44% among Total Viewers and +111% among Adults 18-49 compared to last season’s MLS opener, Chicago Fire vs. Chivas USA on March 9, 2014, on UniMás. The historic match marked the first time a major U.S. sports league debuted a season exclusively on a Hispanic network. The match aired on UniMás, simulcast on UDN, from 10:00 p.m. – 12:30 a.m. on Friday, March 6, 2015 and included an English-language SAP option, also a first for sports broadcasters in the U.S.
- The match averaged 341,000 Total Viewers and 215,000 Adults 18-49.
- The match out-performed the 2014 MLS season opener (Sporting Kansas City vs. Seattle Sounders) on NBCSN among Total Viewers and Adults 18-49 by +3% and +2% respectively.
- The match ranks as the most-viewed MLS match among non-Hispanics ever on a Spanish-Language network.
- Non-Hispanics made up 30% of the Adults 18-49 audience as well as 26% of the Total Viewers, besting year ago average on UniMás (3% for both Total Viewers and Adults 18-49).