• Big Brother: Order of silence in Telecinco: the case of the alleged violation is taboo

The sector that invests most in advertising is the automotive sector. The vehicles, however, did not pass by Big Brother this Thursday. Automotive, energy, consumer and financial institutions were not present in the main format in live broadcast, currently under surveillance for having recorded the reaction of a contestant who allegedly suffered a violation.

The chains have 12 minutes of publicity every natural hour and, thanks to their maximum audience data, this program achieves full occupancy (fill all available gaps). In fact, sector sources state that each commercial pass in the space reaches more than 10 GRP (the measure of advertising impacts in the sale of ads), at the level of what would be achieved, for example, a football match of the National Team Spanish. According to calculations made by EL MUNDO, Telecinco occupied from 48.00 to 23.00 48.5% of its commercial advertising time allowed (those mentioned 12 minutes), 62.9% from 23.00 until midnight, and 70 , 5% from 00.00 to 01.00. Therefore, the average in those three hours would be 60.6% occupancy , instead of the 100% usually rubbed. Four out of every 10 minutes available ran out of ads.

"The marketing departments are not for the work, but the pressure on the brands is enormous," a market manager tells this newspaper, which underlines the fact that "a few dozen tweeters may end up having more influence than 3.6 million viewers ", the record audience harvested by Big Brother in its edition this Thursday.

Some put the loss at 400,000 euros, as published by elconfidencial.es , which previously released the videos recorded by the program of the participant when she saw the images of the alleged sexual assault she would have suffered. Mediaset strongly denies that this is the amount, as stated yesterday in a brief statement.

The escape of advertisers is evident - more than thirty companies have recognized this - but, beyond the quantity, the impact can be measured in quality: the automotive industry is the economic sector that invests most in advertisements , according to Infoadex , and none of the car manufacturers appeared Thursday in reality , in the most watched prime time program of the leading chain. Nissan, Skoda and Toyota were in Telecinco a week before.

The consumer brands were not present, nor the energy companies or the financial entities, other fundamental areas for advertising investment, more so if it fits in the star band of television. In the telecommunications sector, the spectators encountered a Telefónica spot , but this company assures this newspaper that it is a mistake , since it has also ordered the withdrawal of advertising from the program.

Since the events analyzed occurred two years ago and must be settled in court, Mediaset argues that everything is part of a "denigrative campaign" promoted by its rival, the Atresmedia group: "The smear actions are being unfairly fueled from the spaces and informative programs of Antena 3, La Sexta, Onda Cero and some of its vertical portals, to which La Razón newspaper also joins, with which the publishing group shares shareholder ".

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