The Via Crucis of Telecinco has reached its zenith in the month of July, producing the surprise that they have been avoiding for several months: La 1 has surpassed the main Mediaset channel in audience in this month of July. And not only that, Telecinco records its historical monthly minimum by marking a 9.4% share of the screen compared to 9.9% for La 1 and 13.3% for Antena 3, which is once again the most watched channel by viewers. Spanish people.
Telecinco’s audience crisis has been increased in this month of July by a programming that in practically all its slots does not exceed one million viewers, especially in the afternoons, but also in prime time.
According to the data, while waiting to be official on August 1, in the stellar slot for channels and advertisers, Telecinco registers an 8.9% share of the screen and falls back to third position, ahead of La 1, which achieves 10.8%. It turns out that it is more surprising that it is also behind the regional ones and the set of payment themes in that time slot. Mediaset’s main chain cannot find the model not only with which to recover its leadership but also with which to not fall further into the well.
The difference in audience between Telecinco and its two main competitors, Antena 3 and La 1, in prime time is abysmal: Antena 3 has taken a 5.3 difference in July, the greatest distance between the two channels in a month July, while La 1 has surpassed Telecinco in prime time, which has closed this month with a screen share of 10.8%, almost two points apart.
Meanwhile, in the public channel, despite not having recovered double digits in July, the advance to Telecinco shows that the changes of recent months and the new premieres are working as The Summer Grand Prix, the best premiere of the anus.
In addition to having taken advantage of the elections of 23-J. In fact, in the post-election day, La Hora de La 1, presented by Silvia Intxaurrondo and Marc Sala, even surpassed the queen of mornings, Ana Rosa Quintana, thanks to the interest generated after Intxaurrondo’s commented interview with the leader of the PP, Alberto Núñez Feijóo, days before.
It was also the most watched channel on election night with the special by Carlos Franganillo and Alejandra Herranz, which surpassed the rest of the specials on other channels. Even so, the electoral television appointment has been the face to face of Pedro Sánchez and Alberto Núñez Feijóo that was broadcast on Atresmedia and that swept audiences despite being a month of July. The fierce debate between the two main candidates for the presidency of the Government brought together an average of 5,911,000 viewers and a 46.5% audience share.
Atresmedia thus revalidates this 23-J its position as an informative benchmark before an electoral appointment. The group thus achieves the leading news coverage with a 26.7% share and an average of 3,5111,000 viewers in the prime time specials of its two main channels, Antena 3 and laSexta
And it is one of the broadcasts that have led Antena 3 and Atresmedia once again to be leaders. Atresmedia reaches the greatest distance over Mediaset -27.3% compared to 24.4%- since March 2022, which registers a minimum with the current chain configuration.
For its part, Antena 3 leads (13% audience share) and remains invincible in prime time (14.1%). It is the leading television for 21 months, extending its longest leadership streak in history. In addition, the distance from Telecinco increases with 3.6 points, the greatest distance in a month of July since 1998.
The path of roses that Antena 3 has lived for almost two years continues. The main Atresmedia channel leads in almost all broadcast slots and with all programs. Starting with the news programs that have already accumulated 43 months of leadership, as well as entertainment programs. Five of the Antena 3 programs are in the top 5 of the most watched on television in July. And the same with the series: Antena 3 achieved four of the five most followed series with Brothers, Family Secrets, Amar es para siempre and Heridas.
Why doesn’t the post Vasile model work? “Beyond the afternoon, Telecinco’s main problem is a model that has been out of stock for almost two years, a model that does not fit with current television,” television experts told this newspaper a few days ago. The model to which the experts refer is the successful model of Paolo Vasile for many years that has been burning in recent times.
Alessandro Salem, the CEO of Mediaset, is very clear about what he wants to do with the group, but at the moment it is not working. In fact, those who know him assure that he is a “patient” person who, before being named the new CEO of the audiovisual group, spent “hours and hours watching all the group’s programming.” They affirm that he “does not make decisions without thinking about them” and that he “is very clear” about what type of television he wants for this new Mediaset.
The point is that despite changing what experts consider to be an “outdated” model, this strategy does not catch on with the viewer. Mediaset has all its hopes pinned on the new season that will start in September. At the end of that month, the new evening program by Ana Rosa Quintana, TardeAR, will arrive. In addition, the network hopes to regain prime time leadership with the return of GH VIP 8. However, until the time comes for the big premieres, concern about the network’s numbers is growing.
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