Univision said that it is "on pace" to finish this year with "more than half of the overall soccer viewership in the United States, regardless of language -- or team," according to Kevin Baxter of the L.A. TIMES. Eight times this year, the USMNT "played on a Univision network and an English-language outlet at the same time, and on five of those occasions, the Univision audience was at least 28% larger according to Nielsen." Univision also had "seven of the 14 most-watched soccer broadcasts in the coveted 18-49 age group." It "outpaces the English-language competition" in MLS as well. Univision Exec VP/Research, Insights & Analytics Roberto Ruiz said, "We have more soccer than anyone. And you are eventually going to gravitate to our screens." Baxter noted that is "especially true with coverage of Mexico's domestic Liga MX." EPL games kick off as early as 4:30am PT, while "most Liga MX games are played on weekend afternoons and evenings." In Southern California, the "average Liga MX audience was nearly twice the size of the Premier League one." Univision Deportes President Juan Carlos Rodriguez said, "While the NFL would beat anyone in the regular landscape, our audience doesn't really (care) about the NFL. They care more about Liga MX than the NFL." Baxter noted Univision is now "trying to grow what has largely been a coastal audience even further, offering digital coverage of Liga MX games in English on TUDNxtra, answering a need for fans who want to see those games in that language" (L.A. TIMES, 9/21).
