The fight between Broncano and Motos drives everyone to change their plans.
In these times of overstimulation, program success depends on more than just the audience. Success is also measured by social media, conversation, and competitor impact. We’re all talking about ‘La revuelta’, so TVE’s bet with Broncano is paying off.
The numbers. Several things are clear from the audiences: ‘La revuelta’ wins coincidental time slots almost always (except Monday, when Johnny Depp beat an unannounced Norman Reedus). ‘El hormiguero’ usually wins the day. Example: Thursday, September 27 figures:
Which wins? It depends on what we value more (Motos announces every day that the previous day had more viewers than all its competitors), but logic suggests valuing the time slot where the programs strictly coincide because you can measure what viewers choose.
A clear example: after ‘La revuelta‘, the Lottery results arrive on La 1 and viewers flock to ‘El hormiguero’, but that doesn’t mean Motos’ program is better. Broncano won three of four coincidence time slot broadcasts this week, as well.
Nighttime advertising moves. We know that ‘La revuelta’ audiences are surprising everyone, and its competitors are trying to minimise Broncano’s program. ‘El hormiguero’, its main competitor, removed its two-block advertising as a first step. It started with two or three ads before the guest. A second of three to five ads a few minutes later. Generally, they removed the first cut and moved the second after the program. ‘El hormiguero’ still promotes content.
Small moves. ‘La revuelta’ and ‘El hormiguero’ have tried different broadcast schedules to find their groove. Usually, ‘La revuelta’ starts ten or fifteen minutes earlier to gain audience and overtake Motos. Motos’ program benefits from ‘El hormiguero‘ ending later and the lottery sinking La 1’s audience.
On Wednesday, lawyers. Both switched strategies last Wednesday. ‘El hormiguero‘ and ‘La revuelta’ ended 25 minutes late, at 23.15 and 23.04. La 1 also eliminated the lottery to promote its new series, ‘Las abogadodas’ The series debuted with a 13.3% share thanks to Broncano’s popularity, which did not move to ‘El hormiguero’. This is an isolated experiment since the lottery result returned to its usual time slot on Thursday.
Even so, Telecinco wins. Interestingly, Telecinco’s posthumous interview with Julián Muñoz was another major winner of the night. Splitting the program into two segments, it had a lower share (10.7%) during the time slot with ‘La revuelta’ and ‘El hormiguero’, but gained the highest share (19.9%) after the Broncano and Motos programs ended, despite fewer viewers.
Broncano rules. All these changes suggest Broncano’s rivals are reacting to his rule. He starts without advertising, horrible cuts for the audience Antena 3 or Telecinco must fit into their schedule. ‘La revuelta‘ can experiment with formats and durations, while ‘El hormiguero’ can only react, as on Wednesday when ‘López y Leal contra el canal’ started 45 minutes late on Antena 3. All for Access podium.
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