Basic HTML Version
24
OUR BUSINESS
In-house programmes and the largest offering of foreign series on a generalist
channel, a successful tandem for Cuatro
Daily total individuals
Daily total commercial targets
Daytime commercial targets
7.6
7.7
Source: Kantar Media
2011 saw Cuatro’s integration into Mediaset España,
where the strategy of segmenting audiences by channel
has allowed Cuatro to focus more than ever on its essential
nature as a channel targeting young viewers, through a
programming model based on adventure, docu-realities,
quiz shows, stories, coaching programmes and a careful
selection of foreign fiction series.
As a result of this combination of products, in 2011 Cuatro
managed to over take La Sexta, its closest competitor
among second-generation channels, having exceeded La
Sexta’s share in 11 out of 12 months and in nearly 75% of
disputed days, despite the competitor’s offering of spor ts
content such as the Spanish Football League and Formula
1 races, Cuatro having reach an average 6.1% audience
share in daily total terms.This dominance was reflected by
a wider gap in the viewer segment that is most appealing
to adver tisers, referred to as commercial targets, in which
Cuatro grew to reach a 7.6% share and a 7.7% share in
daily total and daytime terms, respectively.
6.1
5.7
7
6.4
In-house programmes, Cuatro’s calling card
In-house programmes were once again a benchmark in
the channel’s offering, with a robust range of content
starring some of Spain’s best known television faces: Mar ta
Fernández, Jesús Vázquez, Mercedes Milá, Luján Argüelles,
Frank Cuesta, Jesús Calleja, Iker Jiménez, Rocío Ramos-
Paul, Pedro García Aguado, SamantaVillar and Adela Úcar,
among others.
During prime time,Cuatro again demonstrated its mastery
of the docu-reality and reality genre, broadcasting original,
enter taining formats such as “Perdidos en la ciudad”, in
which African tribe members were left in the middle of a
large city and watched by over twomillion viewers (11.6%);
“Hijos de papá”, in which wealthy youngsters learn to get
by without financial help from their families (1,613,000
and 9.1%); “Pekín Express”, a treasure hunt through Africa
by a group of contestants in pairs, with only one euro
to spend per day (1,214,000 and 7.5%); “Me cambio de
familia” (1,112,000 and 7.6%), in which various people
exchanged roles to live with a family radically different
from their own; and “El líder de la manada” ( 1,065,000
and 6%), in which César Millán rehabilitated abandoned
dogs, teaching their owners how to live with them.
Cuatro also offered large doses of adventure in 2011
through new seasons of “Frank de la jungla” (awarded
a Premio Ondas for the Most Innovative Programme),
discovering the fauna in Thailand’s jungle with the help
of Frank Cuesta (1,624,000 and 8.4%), and “Desafío
Extremo”, in which Jesús Calleja overcame challenges such
as reaching the top of unexplored Himalayan peaks or
beating the world record for aerostatic balloon flight over