2023-07-29 00:21:11
A little over a month after Mediaset decided to lock the universe of ‘Sálvame’ to bet on another type of programming, the conclusion is clear: the audience turns its back on the new Telecinco. The move to cancel the pink magazine was risky, but necessary if the group wanted to change its content and image as a single-issue chain, reduced to a very specific public sector. The bets to broaden the spectrum of viewers continue without attracting attention, a fact to be expected given the 180 degree turn in the programming and even more so when a program that entertained viewers for more than fourteen years is cancelled. The fall due to the ‘shock’ of the renewal of the grid was expected; what is unheard of, perhaps, is that this decline is so pronounced.
Patience will continue to be key. The consolation for Mediaset? That the summer changes the television habits of the Spanish public and is not decisive for the chain. It is a period of transition. The highlights will arrive in September with a more ambitious program full of novelties. Confidence is placed in the new season, with which it is expected to recover the audience lost during the holidays. Nor will it be easy to raise a Telecinco that will arrive very weakened to the new television season.
A few days after closing the month of July, the chain is close to one of its worst historical data with an average 9.4%, behind La 1 (9.9%), which recovers the second position in the monthly ranking of hearings. The cross and the face of two televisions that have reinforced their ‘prime time’ in summer to entertain their faithful.
After the end of ‘Sálvame’ and until the arrival of Ana Rosa Quintana in the afternoons with ‘TardeAR’, the chain relied on the journalists Sandra Barneda and César Muñoz to lead the evening slot with ‘Así es la vida’, a Cuarzo Producciones that is committed to current events, social chronicles and whiter entertainment than what its predecessors had accustomed us to. Its premiere did not stand out (10.7% and 922,000 viewers) although in the following weeks, the format has been weakening and getting worse than ‘Sálvame’, until averaging audiences of around 8% and 9% ‘share’. Precisely, this past Thursday, the program scored its worst figures: 7.1% and 635,000 followers. Previously, Telecinco recovered its commitment to daily fiction with ‘Mía es la venganza’, a serial starring Lydia Bosch that was broadcast in the after-dinner time slot. A month after the premiere, Mediaset decided to relegate the series to Divinity after its poor data on Telecinco, with audience shares that also hovered around 7% and 8%, much lower than what ‘La Promesa’ (TVE) marks daily. or ‘Love is forever’ (Antena 3).
unsuccessful bets
In the ‘prime time’, the summer premieres of Telecinco also fell with the passing of the weeks. The first to arrive was ‘Me slips’, a program that Mediaset recovered after its stage on Antena 3 and which, on this occasion, is presented by Lara Álvarez. Its premiere on June 27 registered a good 11.7% ‘share’ and 1,077,000 viewers; however, in its last broadcast last Tuesday, the audience collapsed to 7.1% and barely 687,000 viewers. The situation is similar with ‘¡Vaya vacaciones!’, hosted by Luján Argüelles. Its first broadcast started with 11.7% but, four weeks later, the summer reality show fell to 9.4%, behind José Mota’s new program on La 1.
Thus, the return of Cristina Tárrega with ‘La vida con filtros’ does not excite viewers either. In her latest installment, she scored 8.7% and 674,000 followers. On the contrary, the new stage of ‘Allá tú’ works better with Jesús Vázquez as presenter, who scored 10.9% in his second program after its promising premiere (12.3%). The chain’s big setback in the summer was the Turkish series ‘La traición’, withdrawn from the main channel’s grid after a single broadcast (6.8% and 494,000).
While Telecinco continues to search for the formula to convince viewers, the ‘Sálvame’ team is already in Latin America to record their new ‘reality’ for Netflix. The collaborators have taken advantage of their stay to participate in some of the most successful programs on Latin American television. Precisely, Belén Esteban and Kiko Matamoros had a hookup in the ‘Chismorreo’ space on Channel 6 in Mexico, where the one from Paracuellos de Jarama expressed her opinion about the breakup of Rosalía, a great friend of the collaborator, and Rauw Alejandro.
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