The Atresmedia chain consolidates the change in the habits of the public compared to its rival, immersed in a major renovation
Never before has Antena 3 experienced such a positive audience as it has been in the past year. On October 31, Atresmedia’s closed its first full year as the most watched television in our country with a share of 13.9%, a milestone for the chain that has its central studios in the city of San Sebastián de Kings in Madrid. In twelve months, viewer preferences changed radically, consolidating an alternative television model to that of Telecinco, whose primacy over the past decade has been practically unbeatable thanks to its dedication to entertainment through reality television, the “talent shows” and the gossip shows. starring their own characters.
The shares of ‘share’ offer a clear view that the television cycle has completely reversed its trends. Antena 3 ended October with a ratings of 14.1%, the best record this month in 14 years, ahead of Telecinco (12.3%) by 1.8 points, the biggest difference in October since 1996. good luck? Consolidate a competitive programming that suits the taste of a viewer that has more variety of content than ever thanks to the implosion of the platforms.
The figures still show the hegemony of free-to-air television over other operators, despite consumption being at a minimum level. In October, each person (of the population universe of 45.7 million) spent 3 hours and 4 minutes per day watching traditional television, which is an 8% decrease (15 minutes less) compared to the month of October 2021. this sentence, the groups that consume the most time on the small screen are women, with 198 minutes, and those over 64 years (324′). By contrast, young people between the ages of 13 and 24 are the ones who spend the least time in front of the television, with an average of 63 minutes, according to data from Barlovento Comunicación. According to the autonomous communities, Asturias (209′), Castilla-La Mancha (201′) and Comunidad Valenciana (197′) are the areas where consumption is highest.
In this context, Antena 3 clearly dominates the most competitive hour of the day: prime time. That is, the afternoon-evening timeslot where the greatest number of people gather in front of the television. In the past month, Atresmedia won in this section with 15.9%, a distance of 5.5 points against Telecinco. The programs ‘Pasapalabra’ (23.5% and 2.372.000 viewers in October) and ‘El Hormiguero’ (17.5% and 2.474.000) and the news program presented by Vicente Vallés (19.7% and 2.4 million ) have taken the channel to the lead of the public in the past year, along with other programs such as ‘Tierra amarga’ or ‘La roulette de la suerte’.
Sonsoles Onega
In addition, Antena 3 has had more successes than mistakes in its bets for the new season, with new hits such as ‘Joaquín, el novato’, which won its debut by 29.5% (the best entertainment premiere on television in the last ten years) or the Turkish soap opera on Sunday, ‘Family Secrets’ (1,712,000 and 15.3%). In the afternoon, Sonsoles Ónega also successfully reached the station’s afternoons (17.6%) on the first day, but the journalist dropped to 11.5% in a week, so we will have to wait until the next few days to see the evolution of the format.
On the contrary, Telecinco is in an opposite situation. From Mediaset, the channel’s leadership in commercial target stands out (12.8% of share). The network can also boast of the loose leadership Ana Rosa Quintana gives to the network’s morning slot. His return to the small screen was followed by 25.5% of the audience.
In the coming months, the communications group will face this drop in viewership as it manages its head replacement, Paolo Vasile, who is no longer CEO of Mediaset after more than two decades. His way of watching television radically changed the Spanish media landscape. However, the model is beginning to show signs of exhaustion, with a ‘Sálvame’ in low hours and a celebrity ‘reality’ (‘Nightmare in Paradise’) that has failed to arouse the public’s interest.
For the time being, from this afternoon, at 7 p.m., Telecinco will change the lock prior to the Pedro Piqueras news with the open premiere of the soap opera “Café con aroma de mujer”, which will cover the broadcast of Jorge Javier Vázquez’s program with the aim of filling the gap. close to his closest rival.
Source: La Verdad
I’m Wayne Wickman, a professional journalist and author for Today Times Live. My specialty is covering global news and current events, offering readers a unique perspective on the world’s most pressing issues. I’m passionate about storytelling and helping people stay informed on the goings-on of our planet.
