• Audiences The crisis of Telecinco worsens: it falls to the third position and marks its historical monthly minimum
  • Television Telecinco heats September with the bets with which it wants to recover the television throne

For a few years the summers in Telecinco are not the best time of year for the chain. In reality, summers are not good, television speaking, for any network. The good weather, the terrace, the heat, the beach, the reunions focus more the interest of the spectators than sitting in front of the television. The loyalty of the audience plummets and it could be said that it is almost a miracle that something works and hits the firecracker on television at this time.

However, this summer there are those who have found the formula and have surprised with data that were unthinkable a few months ago for a time like this. The Summer Grand Prix is sweeping (26% screen share on the day of its premiere and 24% in the second program). What does this mean? Well, as much as you try to explain the debacle of audiences with the hackneyed phrase "it's summer and people watch less television", The Grand Prix has shown that if there is something that interests you, people will see it.

Television

Audiences.

The crisis of Telecinco worsens: it falls to the third position and marks its historical monthly minimum

  • Writing: ESTHER MUCIENTES Madrid

The crisis of Telecinco worsens: it falls to the third position and marks its historical monthly minimum

La 1 is making its August, and never better said. The Grand Prix works, the Women's World Cup works, The Promise continues to work, the 4 Stars data continues to improve every night and its summer premieres, especially for prime time, although they are not breaking the audimeters -with the exception of The Grand Prix- are surpassing every night what until now was the second most watched chain in Spain: Telecinco. Yes, for little, but La 1 its battery of premieres are working and Telecinco not only not, but they are sinking the average audience of the chain.

They are two sides of the same coin. La 1 is recomposed, while Telecinco sinks to levels never seen in its 30-year history. In fact, in the month of July La 1 has surpassed Telecinco, which has become the third channel chosen by viewers marking historical minimum. The situation has reached such a point that in the promotion of Mediaset with the results of audiences has decided to omit, not the programs released this summer, but any data on Telecinco.

It is true that Mediaset has placedall its hopes in the start of the new season next September with great and expected premieres such as GH VIP 8, but it does not cease to surprise the debacle of audiences that is marking the chain this summer, despite having opted for a large battery of premieres in an attempt to mark the new course of the audiovisual group.

The problem is that of the seven programs released since the beginning of June, none is working. And it's not just that they don't work, it's that some are marking the worst audience data for decades.

In recent years, summer on Telecinco has never been a good time, especially in its prime time. While the rest of the year their realities saved with note the strip most desired by the chains, in summer the second or filler realities, irremediably lowered the audience data of the chain. However, the four hours of Save Me from Monday to Friday, even if it was in the afternoon slot, avoided precisely what is happening now.

A few weeks ago, several audience experts assured this newspaper that afternoons do not decant the audiences of a chain. That is, if you hold the prime time, but you lose the afternoon there is no problem. The serious thing is when you lose the afternoon and prime time and you lose it by a lot. Precisely what is happening to Telecinco.

The Friday Tragedy

Last Friday, August 4, Telecinco audience data made visible the drama that the chain is experiencing. Telecinco marked a 7.9% share of screen -of every hundred people, eight watched Telecinco-. It was only 0.9% away from being surpassed by laSexta, 0.4% of the data of La 1 (the public chain achieved 8.2%, and five points behind Antena 3 (12.9%), which continues to be the leading chain every day.

The reason for this terrible data was the sum of some afternoons that do not raise their heads and the bad data harvested by La Última Noche, the program presented by Sandra Barneda and Pablo González -substitute for the Deluxe-, which on Friday night, being its second program, reaped a poor 5.6% of audience (385,000 viewers). The prime time of Telecinco that night was behind Cuatro, which improved thanks to the cinema, on a night in which Password won again, although the contest is not making large audiences either.

It wasn't a good night for almost any network. Only Password, the contest presented by Cristina Pedroche, despite dropping 1.2 points compared to the previous Friday, the day of the premiere, maintained the million viewers. The friendly between the Spanish basketball team and Venezuela did not give very good results to La 1 that remained in a 5.8% share of screen with 524,000 spectators. The difference is that these bad data have become the dynamics of Telecinco this summer.

"The problem that Mediaset is experiencing is to face a change of model with very low audiences and without any clear strategy," said a few weeks ago different television experts to EL MUNDO, in reference to the bad data that the chain was doing in its afternoons. Now, the afternoons have been joined by the disaster in prime time.

Mediaset's efforts

It certainly won't be because Mediaset's main chain isn't trying. While the rest of the chains pull reruns and some other premiere, Telecinco has thrown the house out the window with many premieres, but with few and bad results.

In the afternoon, the program that replaced Sálvame, Así es al vida, barely exceeds 8% of screen share and has not managed to exceed one million viewers a single day since it premiered. Not even by withdrawing Lydia Bosch's series, Mia es la venganza, which now airs on Divinity, has managed to improve its audiences.

Sandra Barneda has had to dance with the ugliest this summer. Two of this summer's premieres of Telecinco are hosted by her and both are being a failure. Now, pointing to Sandra Barneda is a big mistake, because it is not a question of the presenter, who triumphs in other formats such as La isla de las tentaciones, but of the formats that do not end up convincing an audience, already far from television in summer.

Prime time is not much better. In fact, a few weeks ago the terrible strip was the afternoon, but now it is, without a doubt, prime time. Telecinco premiered the Turkish series La traición and had to cancel it after the first broadcast by marking a 6.8% share of the screen. Me resbala, Lara Álvarez's comedy program, has only managed to exceed 10% of screen share two nights. The last one, on August 1, marked 7.4%. Cinema doesn't work for them either. Two weeks ago Telecinco chose to broadcast again Operation Shrimp, the film that in its first broadcast exceeded 19% share. This time it did not even exceed 9%.

His summer reality, ¡Vaya Vacaciones!, is one step away from becoming the least watched reality in the history of Telecinco. And Blanca Portillo's series, Better Days, premiered last Monday, competing with The Grand Prix, remained at a 6.2% share. Of all the summer premieres of Telecinco is saved only ¡Allá tú!, which maintains worthy data -this Sunday reached one million viewers-, although not spectacular, and La vida sin filtros, the Saturday night program of Cristina Tárrega that, although it has been lowering the audiences, has fought several weeks since its premiere. This Saturday, for example, led the audiences and surpassed the cinema of La 1 and Antena 3 by more than one point.

In this situation, many causes could be pointed out. The first, the audience crisis that Mediaset has been dragging for almost two years and that in recent times has been increasing, while looking for its new identity. A new identity that goes through trial and error. The problem is that when the audience data is so bad and nothing works for you, testing is a very difficult hill to climb.

It is clear that many of the programs released this summer will not continue from September: I slip, That's life, What a vacation!... But The Last Night has been announced as one of the formats of the new season. A season in which Mediaset will try to reverse this debacle with GH VIP 8, TardeAR, El musical de tu vida, the new season of Entrevías and great film premieres. But until the time comes, it will be difficult to stop a fall in audiences like the one Telecinco is experiencing this summer.

  • Telecinco
  • Mediaset

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