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THE AUDIOVISUAL BUSINESS

Wi 14 otal day audience share, it once again pre the leading television ofering among co ial operators and was 2.9 points ahead of it ediate competitor, Antena 3, which registered greatest decline of all television channels c red with 2009 (-3 points), leaving its share 7%. Telecinco, for its part, was the commercial channel showing the greatest resistance to fragmentation, down only 0.5% on the previous year.

The channel ended this year of transition marked by the end of advertising on TVE, the defnitive roll-out of TDT in Spain and the completion of the transaction with the Prisa group. It embarked on this new scenario in a unique position thanks to its management model and strength of content throughout all programming blocks.

Thi or by the fact that Telecinco overtook the secon mercial television channel in all blocks. Pa rly noteworthy is the diference in relation to etime viewing where its audience share amo to 14.4%, 2.9 points more than Antena 3 h registered its worst historical performan h an 11.8% share).

Moreover, the channel has been the commercial television target reference for the last seven years in Spain. A total day audience share of 14.9%, which at prime time stands at 14.3%, confrmed that the channel has the greatest advertising appeal for advertisers, diferentiating itself markedly from its immediate competitor.

Telecinco ended the year of its 20th anniversary with a solid lead in commercial television audience ratings and embarked on a newera as the leading audiovisual communications group in Spain and one of the largest in Europe following the integration of Cuatro and the acquisition of 22% of Digital +.

Corporate Responsibility 2010

23

Total day 2010

11,0

7,0

6,6

14,6

11,7

Prime Time 2010

11,5

7,2 7,2

14,4

11,8