Irvine-based Kia Motors America Inc. has signed on as the official automotive sponsor of Nuestra Belleza Latina, a beauty pageant reality show produced by Spanish-language Univision Communications Inc.
New York-based Univision has the highest number of Spanish-language viewers in the world, according to Nielsen Co.’s ratings.
Last year’s premiere of Nuestra Belleza garnered 6.7 million viewers. It was the top-rated program that evening in the Los Angeles market among all viewers between the ages of 18 and 49.
The show’s ratings have grown steadily over seven seasons, helping Univision to rank among the most-watched broadcast networks in the U.S.
Nuestra Belleza kicked off its latest season earlier this month.
This season will run for about two months and feature contestants using Kia vehicles in various challenges.
—Jane Yu
