A little over a month after Mediaset decided to close the universe of “Sálvame” in order to bet on a different type of programming, the conclusion is clear: the public is turning its back on the new Telecinco. The move to abolish Pink Magazine was risky but necessary if the group was to change its content and image as a single-issue chain restricted to a very specific public sector. The bets on expanding viewership remain unnoticed, which is to be expected given the 180 degree turn in programming and all the more so when a show that has entertained viewers for more than fourteen years is cancelled. The decrease due to the “shock” of grid renewal was to be expected; What is perhaps unprecedented is that this decline is so pronounced.
Patience will continue to be the key. The consolation for Mediaset? The fact that the summer changes the TV habits of the Spanish public is not decisive for the chain. It is a time of transition. The highlights will arrive in September with a more ambitious program full of novelties. Confidence is being placed in the new season, which is intended to make up for the number of viewers lost during the holidays. Nor will it be easy to raise a Telecinco who will start the new television season very weak.
A few days after the end of July, with an average of 9.4%, the chain is close to one of its worst historical data, behind La 1 (9.9%), which regains second place in the monthly ranking of hearings. The cross and the face of two televisions that have stepped up their “prime time” over the summer to entertain their faithful.
After the end of “Sálvame” and until the arrival of Ana Rosa Quintana in the afternoon with “TardeAR”, the chain relied on journalists Sandra Barneda and César Muñoz, who directed the evening slot with “Así es la vida”, a cuarzo produucciones that themselves dedicated to current events, social chronicles, and whiter entertainment than we’ve come to expect from its predecessors. Its premiere was not outstanding (10.7% and 922,000 viewers), although the format weakened over the following weeks and got worse than “Sálvame” until it reached an average viewership of about 8% and 9% respectively. Exactly last Thursday, the show reached its worst values: 7.1% and 635,000 followers. Previously, Telecinco returned to its commitment to daily fiction with “Mía es la venganza”, a series starring Lydia Bosch that aired in the after-dinner area. A month after the premiere, Mediaset decided to ban the series after Telecinco’s bad data on Divinity, with viewership shares also hovering around 7% and 8%, much lower than what “La Promesa” (TVE) quotes daily. Love is forever” (Antena 3).
unsuccessful bets
In the course of the weeks, the summer premieres of Telecinco also fell during “prime time”. First up was “Me Slips”, a program that Mediaset revived after its release on Antena 3, this time hosted by Lara Álvarez. Its premiere on June 27 saw a good market share of 11.7% and 1,077,000 viewers; However, the ratings for the last broadcast last Tuesday fell to 7.1% and just under 687,000 viewers. The situation is similar with “¡Vaya vacaciones!” moderated by Luján Argüelles. Originally aired at 11.7%, four weeks later the summer reality show fell to 9.4%, trailing La 1’s new show by José Mota.
Therefore, the return of Cristina Tárrega with “La vida con filtros” does not inspire the audience. In his last episode, he scored 8.7% and 674,000 followers. On the contrary, the new stage of “Allá tú” works better with Jesús Vázquez as presenter, who scored 10.9% (12.3%) in his second broadcast after the promising premiere. The chain’s major setback over the summer was the Turkish series “La traición”, which was withdrawn from the main channel after a single broadcast (6.8% and 494,000).
While Telecinco continues to search for the formula to win over viewers, the “Sálvame” team is already in Latin America to record its new “reality” for Netflix. The employees took advantage of their stay to take part in some of the most successful programs in Latin American television. More specifically, Belén Esteban and Kiko Matamoros met in the “Chismorreo” room on Channel 6 in Mexico, where Paracuellos de Jarama’s wife gave her opinion on the split between Rosalía, a good friend of the collaborator, and Rauw Alejandro.
