The audience drain on Mediaset continues, although its main channel, Telecinco, manages to improve compared to January, when it reached a record low (10.5%). While waiting for the changes initiated by the new CEO of the group, Alessandro Salem, to begin to bear fruit, the month of February, with a weight to improve by half a point, has once again accentuated the audience crisis that Mediaset is experiencing: Telecinco marks the worst month of February in its history.
While the new Mediaset Code of Ethics and the change of characters, with the veto of 13 of its best-known faces, settles in the group, the data for the month of February have once again delivered a coup de grace, mainly to the first channel of the group: Antena 3 is the leading channel with a 14.1% audience share, three points ahead of Telecinco, which remains at 11%. In February 2022, Telecinco marked a 13.5% screen share, 2.5 points more than now.
In fact, it is the third worst month in its entire history. Telecinco has only had two worse months: January of this year (10.5%) and December of last year (10.7%).
While in prime time, waiting for Telecinco to premiere Survivientes 2023 this Thursday to recover an audience in that slot, Antena 3 continues unrivaled. In prime time, the distance is abysmal: Antena 3 (15.7%) leads with more than six points above Telecinco, which remains at a 9.4% share and still does not reach double digits in the slot most important on television.
In addition, it is not only a question of audiences or number of viewers, but the main Atresmedia network is also the leader, with several points of advantage, in the commercial target in prime time, the most important for advertisers.
For its part, La 1 is only half a point behind Telecinco in prime time, with an 8.9% share of the screen. Even so, La 1 also lost audience in the month of February and fell to 8.7% share, dropping almost one point compared to January when it achieved 9.4%. And all this in the midst of innumerable premieres since the beginning of the year in that time slot, such as the Julia Otero program or the All Against 1 contest.
In terms of groups, Atresmedia also continues its leadership, despite having one less channel than Mediaset, and it does so with a three-point advantage over its competitor.
All this is the sum of a success that right now is unattainable for Telecinco, which continues to establish its new guidelines to get out of this audience crisis that is now approaching its year and a half.
While Telecinco continues to find its place in the late afternoon slot, in access time and in prime time, the Antena 3 programs continue to break records. Pasapalabra marks this month of February a 23.9% share of the screen, with an average of 2,845,000 viewers. It is the most watched program on television and has achieved its monthly season high this month and 30 consecutive months of leadership. It leads Telecinco by 15.7 points, registering 5.2 million unique viewers
It is what has been called the untouchable strip. Since Y ahora Sonsoles began, which continues to lead the time slot between 7:00 p.m. and 8:00 p.m., also with a new monthly maximum, both in quota and in thousands of viewers, continuing with the Vicente Vallés News, again leaders as well as the rest of the editions of the Antena 3 newscasts and with more than 11 points of difference over Pedro Piqueras, up to El Hormiguero.
The Pablo Motos program achieved a 17.2% share and 2,537,000 viewers on average in February. He is the leader for another month with the greatest historical distance over his main competitor, 9.6 points.
For its part, Telecinco maintains the leadership of the mornings that continue to belong to El Programa de Ana Rosa and in the edition of Sálvame, Sálvame Limón, from 4:00 p.m. to 5:00 p.m., most of the afternoons, although it maintains a fierce fight with the series Antena 3 Loving is forever. As for the night, only The Island of Temptations 6 holds the pulse of the Brothers series, although the fiction returned to bring joy to the chain last Sunday with Operación Camarón, the best premiere of a film on television since 2021 -19.4%-.
The rest of the slots are covered by programs with which Telecinco cannot compete right now, since the distance between them, even with the Mediaset network maintaining double digits, is practically unattainable.
Hence, the changes ordered in recent weeks in the group by the hand of Salem, which seek to end the audience and image crisis, but also with the decision to bring forward the new edition of Survivors.
Telecinco has all its hopes pinned on the reality show, which opens this Thursday and in which more risk is promised and, of course, more hardship for the 17 contestants. 17 faces that, although present in the Mediaset universe, break with the usual faces with the exception of Raquel Mosquera, who repeats her stint on Survivors, or Adara Molinero, winner of GH VIP 7. New presenter, Laura Madrueño, and surprises that so far they have revealed little.
Survivors will also have to face the premiere of Cover Night, the new musical talent from La 1 with Miguel Bosé among the judges, and Joaquín Sánchez and his Penúltima y me voy, leader on Thursday nights since its premiere with almost 6.5 % advantage over Telecinco.
All this could make the month of March shed some light on Telecinco's audience crisis, although audience experts continue to insist that "they are cycles" and that Telecinco has now had to "look for changes beyond faces or principles "that they turn" the situation around.
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