Latin

2021 Billboard Latin Music Awards Deliver Record-Breaking Ratings Across Telemundo Platforms

Adamari Lopez, Mariana Seoane, Cristián de la Fuente
John Parra/Telemundo/NBCU Photo Bank via Getty Images

Adamari Lopez, Mariana Seoane and Cristián de la Fuente on stage at the Watsco Center in Coral Gables, FL on Sept. 23, 2021.

The 2021 Billboard Latin Music Awards, broadcast live on Telemundo on Thursday, delivered record-breaking results for Spanish-language prime time, generating a total of 57 million engagements across television, digital and social platforms, Billboard has learned.

Reaching a cumulative audience of more than 3.6 million total viewers in prime time, Telemundo delivered 1.66 million total viewers and 713,000 adults 18-49 on linear, as reported by Nielsen. The red carpet special, Alfombra de los Premios Billboard, averaged 1.35 million total viewers and 507,000 adults 18-49. On the Telemundo app, the awards ceremony generated 1.2 million user minutes during the live linear simulcast, increasing 31 percent versus last year.

In addition to the #Billboards2021 hashtag trending on Twitter and TikTok, the show had a strong presence on digital and social, amassing 49.2 million views across all on-domain platforms, social accounts and YouTube, representing a 24 percent increase versus 2020. According to Talkwalker, the show's 3.9 million social video views marked a 69 percent increase compared to last year.

The 2021 awards ceremony, where Bad Bunny nabbed 10 awards, including artist of the year, also had a 177 percent increase in social engagements compared to 2020, with a total of 8.8 million interactions for the exclusive digital coverage.

Considered the longest-running awards show in Latin music, the Billboard Latin Music Awards -- which featured 20 performances and special awards for Daddy Yankee, Maná and Paquita la del Barrio this year -- is the only awards show to honor the most popular albums, songs and performers in Latin music as determined by the sales, streaming radio airplay and social data that informs Billboard's weekly charts during a one-year period.