The joy in Mediaset has not lasted long. If last month, the audiovisual group chaired by Borja Prado began to reap the harvest of the so-called revolution of Alessandro Salem, the CEO who replaced Paolo Vasile, the month of May has clouded again the brief sun that came out in April: the group has lost the leadership that returns to the hands of Atresmedia (26.5%), although it has one less channel.

Although Telecinco continues to grow little by little in viewers and goes from 11.2% of screen share in April to 11.5% this month, Mediaset has not managed to sustain the long-awaited leadership (26.2%), mainly because Antena 3, the main chain of Atresmedia, is the one that grows the most in a month of May where the number of viewers decreases again. The chain grows to 13.5%, and, in particular, in prime time, where Telecinco sinks back to third position behind even La 1, which thanks to the rise of MasterChef, Eurovision and football grows in this strip to 10.8%.

Television

Series.

The Promise: how the melodrama of a lifetime managed to rescue the afternoons of RTVE

  • Writing: SARA POLO Madrid

The Promise: how the melodrama of a lifetime managed to rescue the afternoons of RTVE

Thus, Antena 3 leads prime time for the twenty-second consecutive month by growing 0.9% in May and remains unstoppable with 14.5%, which represents an advantage of 4.3% over Telecinco, which falls to third position in this strip (10.2%), marking its worst record in prime time in a month of May. And not only in prime time, despite the rise of 0.3% share, Telecinco scores its worst May in history.

In fact, the prime time data is the most coveted by all chains, since the commercial target in this strip is the most appreciated by advertisers. Again, Antena 3 leads this ranking, along with thechain with the most unique viewers, 12.4 million.

And all this despite the fact that Telecinco nights have been improving in audience both in April and May thanks to Survivors. The reality show has been gaining viewers week after week. However, the rest of the channel's programming in the queen strip of television is quite far from the data of Antena 3 or La 1.

The explanation is none other than the most watched entertainment programs on television, most broadcast in prime time, are from Antena 3. Starting with El Hormiguero that repeats as the most watched program on television and the leader another month -increases to 6.2% the distance over Telecinco and doubles La 1-, passing through Pasapalabra, which leads Telecinco in its strip by almost 12 points, Tu cara me suena, which continues to sweep on Fridays (17.9%), Mask Singer, more than 7 points above Telecinco, or La Voz Kids, which remains undefeated on Saturday nights.

La 1 marches the best May since 2018

Along with the loss of viewers in the prime time of Telecinco, Mediaset is also added that Cuatro is the only chain that lowers its screen share in the month of May. It falls and registers the worst month in its history, 4.7%. In fact, it now also has the worst annual record in history, 5%, for the third year in a row.

Meanwhile, laSexta, its main competitor, rises to 6.1%. It also conquers the leadership over Cuatro in prime time -5.2% compared to 5% of Cuatro- with the good premieres of Anatomy of.. o The way home. In addition, Al rojo vivo recorded its second best month of the season (10.2%) and is once again the program with the greatest contribution to the chain.

On the other side of the coin is La 1. The main channel of RTVE remains one tenth of recovering the double digit in audiences, by 9.9%. Still, the public broadcaster records its best May since 2018. It is true that this month La 1 has had Eurovision and football, but it is also the result of the success of La Promesa that since its premiere in January in percentage terms has had an increase of 47% share. "Spectacular," say the experts.

In fact, the forecasts with respect to The Promise is that at the moment in which the definitive cancellation of Save me occurs, it will lead the first part of the afternoon slot, where it will have to compete with the 11% average screen share of Amar es para siempre and 13.8% of Original Sin, both from Antena 3.

  • Telecinco
  • Mediaset
  • Antenna 3

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