Page 37 - MEDIASET ESPAÑA / 2012. Corporate Responsibility Report

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CORPORATE RESPONSIBILITY REPORT 2012
Humour has also emerged as one of the great hall-
marks of Factoría de Ficción with programmes such as
“Al rescate”, led by the comic Óscar Terol, and successful
Spanish fiction such as “Aída”, “Escenas de matrimonio”
and “La que se avecina”. Syndicated broadcasting of the
latter has taken up 50% of the rankings for the 10 most
watched programmes of the year and has led to the
showing of various spots and programming events linked
to the comedy such as the “Breaking of ” of the series, in
which the characters set out their claims to remain in
“Mirador de Montepinar”, and “La semana fanática de La
que se avecina”, a selection of the funniest episodes of the
series introduced by their protagonists.These repeats have
made a decisive contribution to the development of the
“La que se avecina” phenomenon.
Current events have also helped shape the cinema listings
of Factoría de Ficción with the scheduling of a theme
night on Juan Antonio Bayona, director of “Lo imposible”,
the biggest box-office success in the history of Spanish
cinema, which included his opera prima “El orfanato” and
various spots on his latest work starring Naomi Watts
and Ewan McGregor; the season “Prepárate para el fin
del mundo”, which offered the disaster mini-series “10.5”
and “Inundación” to coincide with the prophecy of the
Maya calendar that the end of the world would come on
21 December 2012; and “Cine anticrisis”, a cinema slot
dedicated to Spanish comedy with the showing of the films
“Isi/Disi: alto voltaje”, “Crimen ferpecto”, “Salir pitando”,
“Los Managers”, and the first free to view showing of the
film “Café solo o con ellas”.
All of this content has made it possible for Factoría de
Ficción to raise its figures for general audiences in 2012 by
15% in overall terms and 12% in prime time. For the target
audience there has been an 18% growth overall and 17%
in prime time.
Boing, children’s favourite commercial
channel
Boing has celebrated its second birthday this year with a
position of considerable strength in the market for content
aimed at children and young people and has become an
excellent showcase for the target child audience. From
its birth this Mediaset España themed channel has seen
its audience figures rise and in 2012 it was the favourite
commercial channel of its target audience, children aged
from 4 to 12, a segment in which it has reached an average
audience share of 12·3% (4·7 points more than in 2011)
with particular progress in the second six months of
the year in which it has pulled clearly ahead of its most
immediate rival, Disney Channel:
Monthly child audiences
Vs.
JULY 14.1% 13.0% +1.1
AUGUST 14.6% 12.5% +2.1
SEPTEMBER 14.3% 12.6% +1.7
OCTOBER 13.7% 12.2% +1.5
NOVEMBER 13.5% 11.5% +2.0
DECEMBER 12.1% 11.4% +0.7