2020 Billboard Latin Music Awards Generate Record Engagement

Daddy Yankee
Alexander Tamargo/Telemundo

Daddy Yankee accepts an award on stage at the BB&T Center in Sunrise, FL on Oct. 21, 2020.

The awards, broadcast on Telemundo, dominated television & social media.

As live shows move increasingly to multiple screens, the 2020 Billboard Latin Music Awards managed to cross many of them, generating 45.9 million engagements across Telemundo-owned platforms, plus 38 million engagements across other platforms.

The Billboard Latin Music Awards, which aired live on the Telemundo network Oct. 21 from the BB&T Center in Sunrise, Fla., also reached 3.5 million total viewers on linear television, ranking as the No. 1 Spanish-language special in primetime since the onset of the pandemic, according to Nielsen NPM. With seven wins apiece, Bad Bunny and Daddy Yankee were the big winners of night, which featured 18 performances, including artists like Anuel, Ozuna, Maluma and Daddy Yankee.

The show delivered double-digit growth across digital and social platforms, with a 24% increase in social engagement and 22% more streams than the year before.
According to Talkwalker, the Billboard Latin Music Awards ranked as the No. 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%.

The show was produced by Mary Black of MBS Events.