Today’s report focuses on El Rey Network, the brainchild of acclaimed film director and producer Robert Rodriguez (Sin City, From Dusk Till Dawn, Spy Kids). El Rey (Spanish for The King) launched on December 15th of last year. El Rey is especially relevant at the moment because it announced late last week that it has opted not to move forward with a second season of its original action drama series Matador. Launched in July, following the World Cup, Matador was the network’s second original series. Its first was Rodriguez’s From Dusk Till Dawn: The Series, which has already has been renewed for a second season.

Matador was a spy/soccer drama that starred Gabriel Luna as a DEA agent recruited by the CIA to go undercover as a pro soccer player. The series’ 13-episode first season ended its run in October. Multiple sources have stated that Matador, an expensive production shot in Los Angeles and financially backed by El Rey, did OK in its U.S. run. But the series, described as: “A Latino take on James Bond,” did not do as well as its producers had hoped internationally where its sales were soft despite a strong initial interest, leading to the decision not to proceed with Season 2. The network’s first series, From Dusk Till Dawn, brought in more money from distribution pacts including a deal with Netflix, which carries the series in key international territories and will be involved with season 2.

What else should we know about El Rey, the network? It launched last December and its content skews toward Latino audiences. Its twitter account states: “El Rey Network awakens the renegade in everyone. Created & curated by Robert Rodriguez & his collective, it’s unfiltered, kick-ass entertainment.” A more formal description of El Rey is that it’s an English-language general entertainment network that’s available on Comcast, DirecTV and Time Warner Cable. The network distributes reality, scripted and animated series, movies, documentaries, news, music, comedy and sports programming. Comcast has stated that the network “prominently feature Hispanic producers, celebrities and public figures.” The network targets second and third-generation Latinos who are often bilingual but speak English as their primary language.

El Rey features a mix of original and syndicated programming. Syndicated shows include Core Culture, Dark Angel, Starsky & Hutch, Texas Justice, and The X-Files. Miami Vice is set to arrive in 2015. From the looks of the overall content slate, El Rey seems to be targeting males, but Rodriguez claims that “kick-ass females are especially welcome.” We’ll see if the gender skew changes in the future.

The network’s third original series is quite an ambitious one. Lucha Underground is an original, hour-long wrestling series (non-scripted) that’s produced by Mark Burnett. It’s basically a re-imagined version of Mexico’s grand tradition of “lucha libre wrestling,” and many matches are held in an East L.A. warehouse. The 39-episode series premiered on October 29th, two days after Nielsen started measuring the network, and it currently airs Wednesdays at 8pm ET/PT.

El Rey is an upstart network that’s in the midst of its first month as a Nielsen-measured network. Let’s investigate how its programming has performed impressions-wise this month and what the future may hold.

El Rey Network Weekly Primetime Impressions Averages (Live+SD)

Since Nielsen only started measuring El Rey programming on October 27th, let’s first perform a breakdown by week. As mentioned, this table unfortunately does not include original episodes of From Dusk Till Dawn: The Series and Matador, but it does include re-runs of From Dusk Till Dawn: The Series which have aired in November, as well as original episodes of Lucha Underground.

Looking at the “cable prime” daypart (M-Sun, 8-11p) during November to-date, El Rey averages 25,000 total viewers, 9,000 of whom are P 18-49 and 12,000 of whom are 25-54. 3,000 are P 18-34, with the rest being over 55 years of age.

In terms of “total day” (M – Su, 6a-6a), El Rey averages 14,000 total viewers, 5,000 of whom are P 18-49 and 7,000 are 25-54. 1,000 are P 18-34 and the rest are 55+.

It appears that P 18-49 and 25-54 are the key demos for the network (at least in November), with P 25-54 slightly out-performing the core advertiser demo of P 18-49. This is the case in primetime and 6a-6a total day.

The network got off to a predictably slow start this month (its first under the Nielsen umbrella), averaging 15,000 total viewers in primetime from October 27th – November 3rd. Total impressions more than doubled during the second week of the month (32,000), before dropping a bit in the following two weeks.

Week 5 is currently the least-watched week of the month to-date, but Nielsen has only released the numbers for Monday, November 24th and Tuesday November 25th as of 11am ET on Monday, December 1st. Numbers for the entirety of last week (and consequently the entire month of November) will be released on Wednesday morning.

How have El Rey’s programs, both syndicated and original, been performing in the month of November?

El Rey Primetime Telecast Impressions (Live+Same Day)

Date	Genre Detail	Program	Episode	Day of Week	Indicators	Telecast Start Time	P 2+ Proj (000s)	P 18-34 Proj (000s)	P 18-49 Proj (000s)	P 25-54 Proj (000s)
11/13/2014	FEATURE FILMS	FLYING FIVE FINGER THU 2	THE KUNG FU INSTRUCTOR	…R…	(R)(M)(E-O)(P-A)	08:30 PM	96	19	39	53
11/22/2014	FEATURE FILMS	EL REY ALL DAY SAT 5	MAD MONKEY KUNG FU	…..Sa.	(R)(M)(E-A)(P-A)	08:15 PM	91	8	17	36
11/22/2014	FEATURE FILMS	EL REY ALL DAY SAT 6	RENDEZVOUS WITH DEATH	…..Sa.	(R)(M)(E-A)(P-A)	10:45 PM	71	2	3	21
11/13/2014	FEATURE FILMS	FLYING FIVE FINGER THU 3	MARTIAL ARTS OF SHAOLIN	…R…	(R)(M)(E-O)(P-A)	10:45 PM	65	17	22	35
11/06/2014	FEATURE FILMS	FLYING FIVE FINGER THU 2	SHAOLIN PRINCE	…R…	(R)(M)(E-O)(P-A)	09:00 PM	55	17	33	30
11/04/2014	SERIES – DRAMA	X-FILES MF 10P	N/A	.T…..	(R)(P-A)	10:00 PM	48	4	4	5
11/05/2014	WRESTLING	LUCHA UNDERGROUND	LUCHA 102	..W….	(P)(E-O)(P-O)	08:00 PM	41	7	21	28
11/20/2014	FEATURE FILMS	FLYING FIVE FINGER THU 2	MAN OF IRON	…R…	(R)(M)(E-A)(P-A)	09:15 PM	40	1	2	6
11/05/2014	SERIES – DRAMA	DUSK 102 WED1	N/A	..W….	(R)(P-O)	09:00 PM	39	13	26	29
11/09/2014	DOCUMENTARY – OTHER	KUNG FU KILLERS SS 9P	N/A	……Su	(R)(P-A)	09:00 PM	38	12	14	16
11/07/2014	FEATURE FILMS	PRIME FEATURE FRI 2	MACHETE	….F..	(R)(M)(E-A)(P-A)	10:00 PM	35	18	20	23
11/25/2014	SERIES – DRAMA	X-FILES MF 930P	N/A	.T…..	(R)(P-A)	09:30 PM	34	0	1	13
11/23/2014	SERIES – DRAMA	X-FILES SS 830P	N/A	……Su	(R)(P-A)	08:30 PM	33	0	19	19
11/04/2014	SERIES – DRAMA	X-FILES MF 9P	N/A	.T…..	(R)(P-A)	09:00 PM	31	5	7	6
11/12/2014	WRESTLING	LUCHA UNDERGROUND	LUCHA 103	..W….	(P)(E-O)(P-O)	08:00 PM	31	1	9	15
11/14/2014	FEATURE FILMS	PRIME FEATURE FRI 1	ZOMBIE STRIPPERS	….F..	(R)(M)(E-A)(P-A)	10:00 PM	31	1	5	9
11/03/2014	FEATURE FILMS	PRIME FEATURE MON 2	ARMY OF DARKNESS	M……	(R)(M)(E-A)(P-A)	10:00 PM	29	1	23	23
10/31/2014	SERIES – DRAMA	DUSK MARATHON 107	DUSK 107	….F..	(R)(E-O)(P-O)	08:00 PM	28	0	18	21
10/28/2014	FEATURE FILMS	PRIME FEATURE TUE 1	THE THUNDERBOLT FIST	.T…..	(R)(M)(E-A)(P-A)	09:30 PM	27	0	2	8
11/14/2014	SERIES – DRAMA	X-FILES MF 9P	N/A	….F..	(R)(P-A)	09:00 PM	27	0	2	6
11/14/2014	SERIES – DRAMA	X-FILES MF 8P	N/A	….F..	(R)(P-A)	08:00 PM	25	0	3	3
11/15/2014	FEATURE FILMS	EL REY ALL DAY SAT 6	ZOMBIE STRIPPERS	…..Sa.	(R)(M)(E-A)(P-A)	09:30 PM	25	2	6	8
11/04/2014	SERIES – DRAMA	X-FILES MF 8P	N/A	.T…..	(R)(P-A)	08:00 PM	24	2	5	7
10/27/2014	SERIES – DRAMA	X-FILES MF 10P	N/A	M……	(R)(P-A)	10:00 PM	23	0	2	2
10/28/2014	SERIES – DRAMA	X-FILES MF 830P	N/A	.T…..	(R)(P-A)	08:30 PM	23	0	1	1
11/10/2014	INTERVIEW/TALK – ENTERTAINMENT	DIRECTORS CHAIR MON 8P	GUILLERMO DEL TORO	M……	(R)(E-O)(P-O)	08:00 PM	23	0	11	11
11/17/2014	FEATURE FILMS	PRIME FEATURE MON 1	ENTER THE DRAGON	M……	(R)(M)(E-A)(P-A)	09:30 PM	23	4	6	10
11/23/2014	SERIES – DRAMA	X-FILES SS 930P	N/A	……Su	(R)(P-A)	09:30 PM	23	0	18	18
11/03/2014	FEATURE FILMS	PRIME FEATURE MON 1	MONKEY KUNG FU	M……	(R)(M)(E-A)(P-A)	08:00 PM	22	1	6	5
11/19/2014	WRESTLING	LUCHA UNDERGROUND	LUCHA 104	..W….	(P)(E-O)(P-O)	08:00 PM	22	0	5	15
11/09/2014	SERIES – DRAMA	X-FILES SS 10P	N/A	……Su	(R)(P-A)	10:00 PM	20	12	13	18
11/08/2014	FEATURE FILMS	EL REY ALL DAY SAT 6	ZOMBIE STRIPPERS	…..Sa.	(R)(M)(E-A)(P-A)	09:15 PM	19	1	3	11
11/23/2014	SERIES – DRAMA	X-FILES SS 1030P	N/A	……Su	(R)(P-A)	10:30 PM	19	0	1	3
10/30/2014	FEATURE FILMS	PRIME FEATURE THU 2	DAY OF THE DEAD	…R…	(R)(M)(E-O)(P-A)	09:30 PM	18	2	14	15
11/16/2014	SERIES – DRAMA	X-FILES SS 830P	N/A	……Su	(R)(P-A)	08:30 PM	17	0	9	9
11/21/2014	FEATURE FILMS	PRIME FEATURE FRI 1	ARMY OF DARKNESS	….F..	(R)(M)(E-A)(P-A)	10:00 PM	16	3	6	12
10/29/2014	WRESTLING	LUCHA UNDERGROUND	LUCHA 101	..W….	(P)(E-O)(P-O)	08:00 PM	14	4	8	8
11/16/2014	SERIES – DRAMA	X-FILES SS 1030P	N/A	……Su	(R)(P-A)	10:30 PM	14	2	11	11
11/25/2014	INTERVIEW/TALK – ENTERTAINMENT	BACK HOME	101 MICHAEL PENA	.T…..	(P)(E-A)(P-A)	08:00 PM	14	1	6	8
11/25/2014	SERIES – DRAMA	X-FILES MF 1030P	N/A	.T…..	(R)(P-A)	10:30 PM	13	3	3	10
11/19/2014	SERIES – DRAMA	DUSK 104 WED1	N/A	..W….	(R)(P-O)	09:00 PM	12	0	6	6
11/25/2014	SERIES – DRAMA	X-FILES MF 830P	N/A	.T…..	(R)(P-A)	08:30 PM	12	0	3	7
11/07/2014	FEATURE FILMS	PRIME FEATURE FRI 1	THE BATTLE WIZARD	….F..	(R)(M)(E-A)(P-A)	08:15 PM	11	0	1	4
10/31/2014	SERIES – DRAMA	DUSK MARATHON 109	DUSK 109	….F..	(R)(E-O)(P-O)	10:00 PM	10	0	3	4
11/05/2014	WRESTLING	LUCHA 101 R	N/A	..W….	(P-O)	10:00 PM	9	1	7	7
11/16/2014	SERIES – DRAMA	X-FILES SS 930P	N/A	……Su	(R)(P-A)	09:30 PM	9	0	6	7
10/29/2014	SERIES – DRAMA	DUSK 101 WED1	N/A	..W….	(R)(P-O)	09:00 PM	8	0	4	4
11/11/2014	INTERVIEW/TALK – ENTERTAINMENT	DIRECTORS CHAIR TUE 9P	QUENTIN TARANTINO VOL2	.T…..	(R)(E-O)(P-O)	09:00 PM	8	0	6	8
11/12/2014	SERIES – DRAMA	DUSK 103 WED1	N/A	..W….	(R)(P-O)	09:00 PM	8	0	0	7
10/31/2014	SERIES – DRAMA	DUSK MARATHON 108	DUSK 108	….F..	(R)(E-O)(P-O)	09:00 PM	7	0	0	0
11/11/2014	INTERVIEW/TALK – ENTERTAINMENT	DIRECTORS CHAIR TUE 8P	QUENTIN TARANTINO VOL1	.T…..	(R)(E-O)(P-O)	08:00 PM	7	0	4	7
11/10/2014	INTERVIEW/TALK – ENTERTAINMENT	DIRECTORS CHAIR MON 9P	JOHN CARPENTER	M……	(R)(E-O)(P-O)	09:00 PM	6	0	3	3
11/21/2014	INTERVIEW/TALK – ENTERTAINMENT	DIRECTORS CHAIR FRI 8P	JOHN CARPENTER	….F..	(R)(E-O)(P-O)	08:00 PM	6	0	6	6
11/24/2014	INTERVIEW/TALK – ENTERTAINMENT	DIRECTORS CHAIR MON 8P	GUILLERMO DEL TORO	M……	(R)(E-O)(P-O)	08:00 PM	6	0	1	1
11/01/2014	FEATURE FILMS	EL REY ALL DAY SAT 5	CHUNGKING EXPRESS	…..Sa.	(R)(M)(E-A)(P-A)	09:15 PM	5	1	2	3
11/12/2014	WRESTLING	LUCHA 102 R	N/A	..W….	(P-O)	10:00 PM	5	0	2	1
11/24/2014	FEATURE FILMS	PRIME FEATURE MON 1	ZOMBIE STRIPPERS	M……	(R)(M)(E-A)(P-A)	10:00 PM	5	1	2	2
11/10/2014	FEATURE FILMS	PRIME FEATURE MON 1	ZOOT SUIT	M……	(R)(M)(E-A)(P-A)	10:00 PM	4	0	1	2
11/19/2014	WRESTLING	LUCHA 103 R	N/A	..W….	(P-O)	10:00 PM	4	0	0	0
11/21/2014	INTERVIEW/TALK – ENTERTAINMENT	DIRECTORS CHAIR FRI 9P	GUILLERMO DEL TORO	….F..	(R)(E-O)(P-O)	09:00 PM	4	0	3	3
11/02/2014	SERIES – DRAMA	DARK ANGEL SS 8P	N/A	……Su	(R)(P-A)	08:00 PM	3	2	2	1
11/11/2014	SERIES – DRAMA	X-FILES MF 10P	N/A	.T…..	(R)(P-A)	10:00 PM	3	0	1	2
11/17/2014	INTERVIEW/TALK – ENTERTAINMENT	DIRECTORS CHAIR MON 830P	GUILLERMO DEL TORO	M……	(R)(E-O)(P-O)	08:30 PM	3	0	3	3
11/18/2014	SERIES – DRAMA	X-FILES MF 1030P	N/A	.T…..	(R)(P-A)	10:30 PM	3	0	0	0
11/18/2014	SERIES – DRAMA	X-FILES MF 830P	N/A	.T…..	(R)(P-A)	08:30 PM	3	1	2	2
10/27/2014	INTERVIEW/TALK – ENTERTAINMENT	DIRECTORS CHAIR MON 8P	QUENTIN TARANTINO VOL1	M……	(R)(E-O)(P-O)	08:00 PM	2	0	1	1
11/18/2014	SERIES – DRAMA	X-FILES MF 930P	N/A	.T…..	(R)(P-A)	09:30 PM	2	1	1	1
11/24/2014	INTERVIEW/TALK – ENTERTAINMENT	DIRECTORS CHAIR MON 9P	JOHN CARPENTER	M……	(R)(E-O)(P-O)	09:00 PM	2	0	1	2
10/29/2014	INTERVIEW/TALK – ENTERTAINMENT	DIRECTORS CHAIR WED 10P	QUENTIN TARANTINO VOL1	..W….	(R)(E-O)(P-O)	10:00 PM	1	0	0	1
11/02/2014	SERIES – DRAMA	DARK ANGEL SS 9P	N/A	……Su	(R)(P-A)	09:00 PM	1	0	0	0
10/27/2014	INTERVIEW/TALK – ENTERTAINMENT	DIRECTORS CHAIR MON 9P	GUILLERMO DEL TORO	M……	(R)(E-O)(P-O)	09:00 PM	0	0	0	0
11/02/2014	SERIES – DRAMA	DARK ANGEL SS 10P	N/A	……Su	(R)(P-A)	10:00 PM	0	0	0	0

This table dives quite deep into El Rey programming. It includes the 72 primetime telecasts that have aired between the hours of 8-11pm since Nielsen began measuring the network (10/27/14). The feature film FLYING FIVE FINGER is the most-watched telecast to air on the El Rey Network since October 27th. It aired on Thursday, November 13th at 8:30pm ET, and averaged 96,000 total viewers. The second episode of Lucha Underground is the most-watched original telecast since October 27th, hauling in a total of 41,000 viewers.

It’s very early on, but let’s find out how the Lucha Underground series been performing on an episodic basis to-date:

Through 4 episodes, Lucha Underground has averaged 27,000 total viewers (Live+SD). The series is experiencing a bit of an increase in median age since the premiere. This is often the case when it comes to new originals. Younger viewers often tune in to a newbie to see what all the “buzz” is about before deciding whether or not to stick with the season going forward. Episode 1 = 48.9 years. Episode 2 = 49.3 years. Episode 3 = 55.4 years. Episode 4 = 53.0 years.  There was a significant increase in total viewership (P2+) from episode 1 to 2, but there has been a drop the past two episodes. Episode 4 (11/19) was the second-least-watched episode of the four so far, but the least-watched among viewers 18-49. Total viewership for the first two episodes was half P 18-49, but episode 4 saw less than 1/4 of its audience fall into this age range. It’s very early, but is losing its 18-49 crew a cause for concern?

El Rey Network Day of Week Analysis (Primetime)

Thursdays have been the most popular night of the week in November, and the 8pm hour has been the most popular hour.  El Rey has decided to air movies on this night in November, but perhaps the network would be better served moving either Lucha Underground to Thursday nights at 8, or premiering the new season of From Dusk Till Dawn: The Series (which also aired Wednesdays at 8pm) on this night. While Sunday nights average half the total viewership of Saturday nights, they score more P 18-49 viewers on-average than Saturdays. That said, the Sunday night landscape is pretty cutthroat when it comes to the P 18-49 audience, especially the male audience who has other options including Sunday Night Football / The Walking Dead, etc.) This might be why going the Thursday night route could prove successful going forward.

El Rey Network vs. Cable Landscape During November to-date (Live+SD)

How is the network faring against other cable networks this month to-date? In November to-date, El Rey ranks 102nd out of 107 cable networks in average total viewership. This includes heavily male-skewing Fox Sports 2. It ranks slightly higher among male demos 18-49 and 25-54.