Page 66 - MEDIASET ESPAÑA / 2013. Corporate Responsibility Report

BUSINESS MODEL
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CUATRO’S DISTINCTIVE FOCUS ONA MORE COMMERCIAL
AUDIENCE
Programming that is clearly distinguishable from the
other Spanish television offerings allowed Cuatro to build
loyalty among young viewers and a more commercially
attractive audience during 2013. In-house entertainment
programmes with an inimitable style, a major commitment
to innovative formats in which comedy and spontaneity
are the distinguishing features, original docu-reality shows,
new game shows exploring genre never previously
broadcast on Cuatro and a careful selection of foreign
fiction series that have been hugely successful in other
countries have brought an excellent positioning in the
viewer profile in highest demand from advertisers, with
a 7.3% full-day commercial target share. The prime time
share reached 7.4%.
With a 6% share of total viewers, Cuatro attracted above-
average viewers in regions such as Madrid (6.7%), Murcia
(6.4%), Castilla La Mancha (6.2%), Valencia (6.1%) and
Castilla y León (6.1%) and a high social media following,
with over 10 million comments, according to Global
In Media.
In social media, where Cuatro has 210,000 Twitter
followers and over 410,000 Facebook fans, the channel
stood out for its level of participation, receiving over 10
million comments on its contents.
The search for love with large doses of
comedy in formats that have become
social phenomena
In 2013 comedy was the undisputed protagonist in
Cuatro’s prime time programming, and not only on
television. The channel’s new projects and the fine-
tuning of its approach to telling stories as universal as
the search for love turned its new in-house formats
into genuine social phenomena with a high profile in
social media.
A clear example of this was the screening of “Un príncipe
para Corina”, a format presented by Luján Argüelles
in which a group of contestants seek to win a young
lady’s heart. Their exploits achieved a share of 9.2%
and 1,596,000 viewers, increasing steadily to the final
broadcast, which had a 12.4 % share, a 18.4% commercial
target share and a 29.7% share of young viewers between
16 and 34 years of age. “Un príncipe para Corina” was
the Cuatro website that received the most page views
(11,847,206) and unique users (1,698,423) during 2013,
generating over 1.5 million comments in social media
(1,521,460). It was the third most commented television
programme of the year, behind “Gran Hermano Catorce”
and “La Voz”.
Luján Argüelles also presented the third season of
“¿Quién quiere casarse con mi hijo?” (Who wants to
marry my son?), one of Cuatro’s most popular formats
and the winner ofVertele’s QVemos award for the year’s
most innovative television format, achieving an average
share of 10.3% and 1,608,000 viewers.The finale of this
edition was the most successful of all three seasons,
with over two million viewers and a share of above 27%
in viewers aged between 13 and 34. This success was
again reflected in social media, including more than half
a million comments in Twitter. The format’s success led
Cuatro to launch the spin-off “¿Quién quiere casarse
con mi madre?” (Who wants to marry my mother?),
its five episodes having accumulated a 7.5% share and
1,220,000 viewers.