A month without advertising on TVE

There was great interest in knowing what the television landscape would look like in private companies after the first month with TVE without advertising. Telecinco reaches the first position among the private ones with a 14.7% screen share, 2.5 points more than Antena 3, emerging as the least affected by the withdrawal of public advertising.

With a new commercial framework, after the withdrawal of advertising on TVE, Telecinco has strengthened its leadership over the rest of the commercial television stations in January with a 14.8% share, 2 points over Antena 3 (12.8%), 7.5 over Cuatro (7.3%) and 8.7 over La Sexta (6.1%). With a 14.7% screen share in prime time, Telecinco is also at the top in this decisive slot, surpassing Antena 3 by 2.5 points - which is behind FORTA with a 12.2% share, its lowest record since May 1992 -, Cuatro by 7.4 points (7.3%) and La Sexta by 7.5 (7.2%).

The self-produced spaces offered by Telecinco throughout the day have made the channel the most watched commercial television also in the afternoon (15%), late night (21.6%) and day time (14.9%) slots.

Commercial and informative segment

On the other hand, Telecinco has once again been the preferred network for the most attractive audience segment for advertisers. With a 15.9% share in the commercial target, the channel has surpassed Antena 3 (13%) by 2.9 points. In prime time and day time, it has also positioned itself as the leader in this segment with a 15.4% and 16.1% share, respectively.
Antena 3 has started the year as the leading channel among young people (13 to 24 years old), achieving an average of 15.3% share, compared to 14.7% for Telecinco and the 12.7% that TVE-1 has achieved in this segment.

From the beginning of 2010, the two Antena 3 premieres stand out that have had the support of the audience: the series Los Protegidos, which began its journey on Tuesday nights as the most watched fiction premiere of the season, with 3.7 million and 18.6% share; and The national brush, parody program that was followed at its premiere by 3.7 million and 18.2%.

In news, in January, Antena 3 Noticias has once again been, as it was throughout 2009, the leading information offer on private television, in the sum of all editions, both from Monday to Friday and on weekends. In this way, the editions of Antena 3 News They achieve an average of 15.6% and 2.3 million viewers from Monday to Friday and 15.5% and 2.3 million from Monday to Sunday. The distance compared to its direct competitor, Informativos Telecinco, is 1.4 points from Monday to Sunday, while, from Monday to Friday, the advantage of Antena 3 News It is half point,

Prime-time

Telecinco has been the most watched commercial television 22 days in the month of January, which represents 81.5% of the days played. Antena 3 has achieved 2 leadership positions and Cuatro and La Sexta have none. Likewise, Telecinco has crowned the ranking of the 20 most followed broadcasts on private channels with the final of Big Brother (29.5% and 4,496,000) and has placed 9 more (the two deliveries of The Covenant, various galas Big Brother and episodes of C.S.I. Miami) compared to 8 broadcasts from Antena 3 and 2 soccer matches from La Sexta.

Since TVE withdrew its advertising a month ago, Telecinco has been the channel that has maintained the best position. Compared to December 2009, it has decreased only 3 tenths, while the drop for Antena 3 has been three times greater (9 tenths). Compared to January 2009, Telecinco's decline was 8 tenths, compared to Antena 3's loss of 2.7 points.

In prime time, Big Brother has once again demonstrated its strength by concluding its eleventh edition with a 24.2% share and 3,413,000 viewers (the final gala became the most watched space on private networks in the current television season with a 29.5% share and 4,496,000 followers). The Telecinco contest has been the most competitive reality show with an average commercial target of 27.8% share in the season. The impressions of the “GH” contestants have led to Big Brother: the house live has broken its historical record in January with a 33.8% share and 1,991,000 viewers, while Big Brother: the debate has accumulated an audience of 1,870,000 viewers and a 26.9% share with its broadcasts on Sunday, the highest monthly figure since December 2007.

In fiction, Antena 3 begins 2010 adding a new success to its list of series. The Protected, a title produced by Ida y Vuelta for the network, debuted last January 12 on Tuesday nights as the best fiction premiere of the season with an audience of 3,678,000 viewers and 18.6% of the screen share, data that rose in its second broadcast to 3,704,000 viewers and 18.7%. Next to her, The Boarding School In its sixth season, it maintains audience loyalty and reaches 2.7 million (15.3%) on average in January. In January, it is also worth noting the television film produced by Antena 3 Films and Europroducciones TV Adolfo Suárez, the president, production that achieved an average of 3,059,000 (15.9%) in its first pass.