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21
CORPORATE RESPONSIBILITY REPORT 2011
COMMERCIAL
TARGET
Vs
TOTAL DÍA
14.1% 11.8%
+2.3
PRIME TIME
12.8% 12.2%
+0.6
DAYTIME
14.7% 11.7%
+3
Prime time (daily total individuals)
Daily total individuals
14.2
13.2
Source: Kantar Media
Telecinco, the most viewed commercial channel in 2011, with a generalist
offering based on news, live events, in-house entertainment programmes and
fiction series
At the end of 2011, Telecinco maintained the clear
audience leadership that it has enjoyed over the past
decade in the commercial channel sector.The invincibility
of Telecinco’s programming model was clearer than ever
before, despite high audience fragmentation following
the definitive launch of the new DTT offerings, sealing its
ninth annual leadership among commercial TV channels
with a 14.2% audience share, 2.7 percent ahead of
Antena 3. Prime time was also conquered by Telecinco,
with a 13.2% share, nearly 2 percent ahead of its closest
competitor. The channel has now been the commercial
target benchmark channel for eight years in Spanish
television, following a new victory in 2011. A
14.1% total
daily market share and a 12.8% prime time market share
confirmed
Telecinco as the most appealing channel for
adver tisers, with a considerable lead over Antena 3.
11.3
11.5
Telecinco, the benchmark for commercial television in all time slots, with the industry’s largest and most
varied offering of live, in-house programmes
A par t of Telecinco’s success in 2011 lies in its proximity
to viewers, who chose Telecinco on a daily basis for
information and enter tainment during close to 2,800
hours of live programming devoted to in-house content,
once again providing the broadest and most varied
offering in Spain’s audiovisual arena.
Magazines, game shows, debate slots, social chat shows,
investigative repor ting, reality shows and news were
some of the main content types that made Telecinco
the favourite commercial channel in all time slots, as a
benchmark for live, flexible, viewer-friendly programming.
During prime time,Telecinco broadcast the most popular
reality shows, the most relevant being “Supervivientes:
perdidos en Honduras”, with a 27.8% audience share
and 3,705,000 viewers; it was the most watched TV
enter tainment show in 2011. The reality’s closing show,
presented by Jorge Javier Vázquez and Raquel Sánchez
Silva, was the most watched reality programme ever, with
a share of close to 40% and nearly 4.5 million viewers;
peaks of over 70% were registered.