More than a month after losing the afternoon match with Sonsoles Ónega, Mediaset began to use a trick to make up for the Ana Rosa Quintana audience. It must be remembered that Antena 3 journalists are in the lead in this face-to-face interview, while Telecinco presenters struggle not to let TardeAR’s share fall below 10%, which has happened twice this week.
This Thursday, Mediaset decided to shorten Ana Rosa’s show by 10 minutes so that it ends at 7:50 pm instead of 8:00 pm (it usually ends at 8:00 pm, giving way to “Chain Reaction”). This may seem like a short time, but it’s an important strategy.
TardeAR had several commercial breaks, including one just before 8:00 pm, which resulted in a significant loss of viewers for the Sonsoles Ónega show, which still airs without commercials. Therefore, this suspension hurts the average performance of Telecinco projects. In order to prevent TardeAR from suffering unnecessary losses, Mediaset decided to end it early and delete the last advertising block in it, so that it would not waste the fruits of this magazine since its inception. Encounter real problems and find a stable footing.
So this Thursday, when Ana Rosa said goodbye at 7:50 pm and then went into a commercial segment that no longer counts towards her results, at 8:00 pm, the chain reaction began. Previously, TardeAR had hosted three commercials, but the lengths varied: 1 minute, 15 minutes and 8 minutes.
The strategy worked well for Mediaset, as TardeAR gained 10.4% this Thursday, which isn’t a particularly good number, but at least it puts it in the double digits after two worrisome single-digit installs: Tuesday of 9.4% and 9.3% on Wednesday. While Ana Rosa’s performance declined, the Sonsoles hit a season high on Tuesday (13.2%) and hit 12.3% on Wednesday. The Antena 3 presenter’s advantage narrowed slightly on Thursday (11.8%), the day Mediaset launched a listening test project to back up the results of its star presenter.
Advertising, Sonsoles and Ana Rosa Complaints
In recent weeks, advertising has been the most important protagonist in the showdown between Ana Rosa and Sonsoles Ónega. Let us remember that Antena 3 has chosen to protect its afternoon programming by airing it ad-free. Quintana even raised the issue in his own space when he complained about how difficult it was to compete against opponents who didn’t have the cut.
“We are going to pause because thank God we have advertising,” he said after an interview with Federico Jimenez Los Santos. “It’s true that your competition is worse because others don’t, but those of us who have it are happy that our companies are thriving and paying us wages,” he said.