Telecinco tops ratings league

Drama is a better weapon than soccer in battle for auds

MADRID — Spain’s World Cup TV battle had one clear winner: terrestrial broadcaster Telecinco, which topped June ratings without airing a single soccer match.

In terms of putting their brand about — rather than straight commercial revenues — new broadcasters Cuatro and La Sexta, which shared free-to-air broadcasts, also had good runs.

Telecinco averaged a 21.4% market share in June, 3.2% above nearest rival Antena 3 (18.2%), and just one percentage point below its May market share of 22.4%.

Pubcaster RTVE’s TVE-1 took 17.2%; Cuatro, which simulcast Spain games with La Sexta, averaged 7.5%.

La Sexta, which launched late March, upped its share from 0.6% in May to 6.1% in June.

“Telecinco’s target is more women-skewed and it doesn’t show much sport except for Formula 1. So it was less affected by the World Cup than Antena 3, which has more of a soccer-loving family demo,” said Glen Spencer Chapman at Ibersecurities.

The performance of Telecinco, which is controlled by Silvio Berlusconi’s Mediaset, underscored its formidable primetime fiction fundamentals.

Telecinco’s top-perfing skeins were led by E.R. skein “Hospital Central,” (29.7% average share), “CSI: Las Vegas” (23.9%), sitcom “Aida” (26.5%) and comic sketch skein “Camera Cafe” (21.8%).

Most of these skeins finish their seasons early July. But they will form the backbone of Telecinco skedding in the fall.

The market has taken note. Telecinco’s stock rose 5.7% to Euros 19.32 ($24.7) over Friday and Monday boosted by its June performance, and recognition that its stock, which had dropped 10% this year, was probably undervalued.

Want to read more articles like this one? SUBSCRIBE TO VARIETY TODAY.
Post A Comment 0

Leave a Reply

No Comments

Comments are moderated. They may be edited for clarity and reprinting in whole or in part in Variety publications.

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

More TV News from Variety

Loading