The Spanish premiere of Starz mini-series “Pillars of the Earth” aired Tuesday on weblet Cuatro, drawing one of the highest auds ever for a foreign drama in Spain.
Bowing primetime, “Pillars” first two segs averaged a 31 share and 5.1 million total viewers, Cuatro’s best result for non-sports programming. The TV adaptation of Ken Follett’s 1989 bestseller pushed Cuatro’s daily aud share up to 12.6.
Viewers’ awareness of the mini was driven by the book, per audience analyst Eduardo Garcia Matilla at Corporacion Multimedia, who said, “Product brand marketing is key, it’s what drives most film and TV productions.”
Programming “Pillars” on Tuesday, Cuatro’s scored a bull’s eye, Garcia Matilla said.
Mini aired on Cuatro at 10:30 p.m., after the Barcelona-Panathinaikos European Champions League soccer match had wrapped on pubcaster RTVE’s commercial web La 1.
The soccer match was Tuesday’s highest-rating program, notching up a 33 share and 5.3 million viewers.
An eight-hour mini, “Pillars” chronicles the construction of a cathedral in 12th century England amid political turmoil.
Cast includes Ian McShane, Rufus Sewell and Donald Sutherland.
Budgeted at $40 million, “Pillars” is produced by Germany’s Tandem Communications and Muse Entertainment in collaboration with Ridley and Tony Scott’s Scott Free Prods. and ProSiebenSat.1 Media.
“Pillars” didn’t do so well Stateside, averaging 690,000 viewers across its run, which began in July.