Spain overview - ZINTX International Media Agency

SPAIN
AUDIENCE REPORT
April 2015
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Advertising investments
SPAIN
January – March 2015
Total market: 898 Million Euros
MEDIASPLIT
SPLIT BY TV SALES HOUSE
Internet
Cinema 9,2%
0,8%
Outdoor
7,4%
Radio
9,3%
Print
20,8%
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Others
7,7%
TV
52,5%
Forta
6,7%
MEDIASET
ESPAÑA
43,0%
Atresmedia
42,6%
Source: InfoAdex – January - March 2015. Net data.
TV Audience – April 2015
SPAIN
Cumulative share by group
Average 24 hours
TARGET ADULTS
Others
17,9%
ADULTS COMMERCIAL TARGET
MEDIASET
ESPAÑA
30,8%
MEDIASET
ESPAÑA
34,2%
TVE
Group
13,6%
TVE Group
16,5%
Forta
7,8%
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Others
19,4%
Atresmedia
27%
Forta
4,7%
Atresmedia
28,1%
Source: Kantar Media – April 2015 – Commercial
Target: 16-54 years, Urban Centres + 10.000
inhabitants, upper and middle social class.
TV Audience – 1st Quarter 2015
SPAIN
Mediaset España
Outstanding performances on feminine and commercial targets
Share %
36,6
34,6
34
27,8
ADULTS 25-44 y.o.
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37,7
35,3
29,1
25,4
WOMEN C.T.
27,8
25,2
YOUNG 16-34 y.o.
HOUSEWIVES WITH
CHILDREN
WOMEN 16-44 y.o.
Source: Kantar Media – 1st Quarter 2015 Share
24 hours . Commercial Target: 16-54 years,
Urban Centres + 10.000 inhabitants, for women
C.T. + 50,00 inhabitants upper and middle social
class
TV Audience – April 2015
SPAIN
Mediaset España
Growing audience results compared to the 1st Quarter on young and feminine targets
Share %
36,8
37,6
36,9
36,8
34,1
27,6
28,4
28,8
27,9
24,8
ADULTS 25-44 y.o.
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WOMEN C.T.
YOUNG 16-34 y.o.
HOUSEWIVES WITH
CHILDREN
WOMEN 16-44 y.o.
Source: Kantar Media – April 2015 Share 24 hours
. Commercial Target: 16-54 years,
Urban Centres + 10.000 inhabitants, for women
C.T. + 50,00 inhabitants upper and middle social
class
TV Audience – 1st Quarter 2015
SPAIN
Telecinco consolidates the leadership on its direct competitor on adults and feminine
targets
24 hours and Prime Time
Adults
19,1
17,2
15,5
24 HOURS
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19,5
17,8
13,2
14,7
13,9
14,2
16,2
PRIME TIME
Women 16+
Housewives
12,9
13,6
Source: Kantar Media – 1st Quarter 2015
TV Audience – April 2015
SPAIN
Telecinco confirms the leadership vs. Antena3 on adults and feminine targets
24 hours and Prime Time
Adults
18,7
16,8
15,4
24 HOURS
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19,4
17,7
14,4
15,5
14,5
14,3
16,6
PRIME TIME
Women 16+
Housewives
14,4
15,5
Source: Kantar Media – April 2015
TV Audience – April 2015
SPAIN
Telecinco: Prime Time
Best results for the reality show “Supervivientes” and Spanish TV series “El Principe”.
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
EL DEBATE
EL DEBATE
ULTIMA HORA
SPANISH SERIES
23,1%
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SPANISH SERIES
24,5%
Sunday
TALENT SHOW
REALITY SHOW
TALK SHOW
TALK SHOW
REALITY SHOW
18,0%
24,3%
26,9%
19,7%
10,3%
16,9%
Source: Kantar Media – April 2015 - Target: Adults .
TV Audience – April 2015
SPAIN
La Que se Avecina: the best audience results for the Spanish TV series
Very strong among the young 16-34 y.o.
40
20,6
La Que se Avecina:
Spanish TV series
HOUSEWIVES
22,4
22,8
ADULTS
WOMEN 16+
25,6
HOUSEWIVES
C.T.
28,6
WOMEN C.T.
YOUNG 16-34 y.o.
episode: 20th April
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Source: Kantar Media – April 2015
TV Audience – April 2015
SPAIN
La Voz : excellent results for the successful reality TV show
Very strong among the commercial women
26,8
26,8
ADULTS C.T.
HOUSEWIVES
C.T.
29,4
30,4
31,4
32,8
HOUSEWIVES
WOMEN C.T.
YOUNG 16-34
y.o.
WOMEN C.T.
Supervivientes: The
successful reality TV
show.
episode: 16th April
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Source: Kantar Media – April 2015
TV Audience – April 2015
SPAIN
Telecinco achieves the best results with the friendly match Zenit - Sevilla
Strong on the male commercial target
Friendly match
Zenit – Seville
17,2
21,2
22,6
ADULTS C.T.
ADULTS
24,8
26,2
YOUNG 16-34 y.o.
MEN C.T.
23th April
HOUSEWIVES
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Source: Kantar Media – April 2015
TV Audience – 1st Quarter 2015
SPAIN
Cuatro: the great channel for young adults
Stronger than LaSexta especially among young 16-34 y.o
Share %
24 hours
8,4
8,3
9,3
9,1
9
8,1
6,8
6,5
WOMEN 16-44
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ADULTS C.T.
ADULTS 25-44
YOUNG 16-34
Source: Kantar Media – 1st Quarter 2015 – Share
24 hours. Commercial Target: 16-54 years,
Urban centres + 10.000 inhabitants, upper and
middle social class
TV Audience – April 2015
SPAIN
Cuatro: the great channel for young adults
Strongest performance than LaSexta especially among commercial adults
Share %
24 hours
8,4
7,9
7,1
8,2
7,7
6,5
6,3
WOMEN 16-44
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8,1
ADULTS C.T.
ADULTS 25-44
YOUNG 16-34
Source: Kantar Media – April 2015 – Share 24
hours. Commercial Target: 16-54 years,
Urban centres + 10.000 inhabitants, upper and
middle social class
TV Audience – April 2015
SPAIN
Cuatro: the Prime Time programmes
Best results for the movies and the comedy show “Sopa de Gansos”.
Monday
Tuesday
AMERICAN SERIES
AMERICAN SERIES
COMEDY SHOW
9,1%
9,6%
9,0%
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Wednesday
Thursday
AMERICAN SERIES
7,6%
Friday
Saturday
Sunday
FOOTBALL/
MOVIE
NOVIE
INFOTAINMENT
11,8%
8,3%
8,5%
Source: Kantar Media – April 2015
Adults C. T.
-
TV Audience – 1st Quarter 2015
SPAIN
Mediaset España multichannel offer
Share 24 hours
FACTORIADEFICCION
DIVINITY
ENERGY
Free-to-air Channel on digital
terrestrial TV, entirely dedicated
to TV Series and Features Films.
24 hours a day with the most
popular Spanish and
international productions.
Free-to-air Channel on digital
terrestrial TV, aimed to a female
target. TV series and reality
shows, movies and glosy
magazines dedicated to lifestyle
and celebrities
Free-to-air Channel on digital
terrestrial TV, targeting a young,
urban male audience.
Documentaries, reportages ,
commedy shows, movies and TV
series. Rich sport content and
motor racing .
6,8
4,3
WOMEN C.T.
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5,0
3,0
ADULTS
25-44
YOUNG
16-34
ADULTS C.T.
3,6
WOMEN
16-44
3,8
WOMEN C.T.
1,9
2,1
ADULTS C.T.
MEN C.T.
2,3
MEN 25-44
Source: Kantar Media – 1st Quarter 2015.
Commercial Target: 16-54 years, Urban centres +
10.000 inhabitants, upper and middle social class
TV Audience – April 2015
SPAIN
Mediaset España multichannel offer
Growing audience results compared to the 1st Quarter 2015
Share %
24 ore
FACTORIADEFICCION
DIVINITY
ENERGY
Free-to-air Channel on digital
terrestrial TV, entirely dedicated
to TV Series and Features Films.
24 hours a day with the most
popular Spanish and
international productions.
Free-to-air Channel on digital
terrestrial TV, aimed to a female
target. TV series and reality
shows, movies and glosy
magazines dedicated to lifestyle
and celebrities
Free-to-air Channel on digital
terrestrial TV, targeting a young,
urban male audience.
Documentaries, reportages ,
commedy shows, movies and TV
series. Rich sport content and
motor racing .
6,9
4,4
WOMEN C.T.
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5,0
3,1
ADULTS
25-44
YOUNG
16-34
ADULTS C.T.
3,8
WOMEN
16-44
3,9
WOMEN C.T.
2,0
2,0
ADULTS C.T.
MEN C.T.
2,2
MEN 25-44
Source: Kantar Media – April 2015. Commercial
Target: 16-54 years, Urban centres + 10.000
inhabitants, upper and middle social class
TV Audience – April 2015
SPAIN
Programmes: Factoría de Ficción
Share%
ADULTS 16-34
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ADULTS 16-44
7,8%
5,9%
5,7%
4,9%
4,8%
4,6%
Source: Kantar Media – April 2015
TV Audience – April 2015
SPAIN
Programmes: Divinity / Energy
Share%
WOMEN 16-44
6,9%
4,5%
MEN 25-44
4,3%
3,9%
3,1%
CRONICAS CARNIVORAS
DULCES INCREDIBLES
4,2%
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3,9%
3,3%
2,7%
2,5%
2,2%
1,9%
Source: Kantar Media – April 2015
TV Audience – April 2015
SPAIN
Two integrated advertising offers: “Modulo Telecinco” and “Grupo Cuatro”
Optimization of share results
+
Individuals
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Adults C.T. Affinity
14,8%
14,6%
18,4%
19,5%
105
Individuals
Adults C.T.
7,2%
8,4%
11,0%
13,5%
Affinity
122
Source: Kantar Media – April 2015 – Share% .
Affinity vs. Individuals . Commercial Target: 16-54
years, Urban centres + 10.000 inhabitants, upper
and middle social class
TV Audience – April 2015
SPAIN
Shorter breaks (under 6 minutes)
Mediaset España offers a better advertising layout in Prime Time
TOTAL%
TOTAL%
64
83
CHANNELS
92
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71
98
92
CHANNELS
60
65
67
74
69
38
Source: Kantar Media – April 2015
TV Audience – April 2015
SPAIN
Boing: the entertainment channel for children
The best commercial kids channel in Spain
14,4
14,4
14,9
14,2
14,3
13,3
12,8
12,0
11,9
12,0
10,4
11,1
11,0
10,9
11,3
12,6
12,4
11,2
10,6
12,2
10,9
10,7
12,1
12,2
10,7
11,0
Boing changed the frequancy
on 25 October of 2014
APRIL '14
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MAY '14
JUNE'14
JULY'14
AUGUST'14
SEPTEMBER'14
OCTOBER'14
NOVEMBER'14 DECEMBER'14
JANUARY'15
FEBRUARY'15
MARCH'15
APRIL'15
Source: Kantar Media – April 2014 / April 2015
TV Audience – 1st Quarter 2015
SPAIN
Boing: overcomes Disney Channel in the 1st Quarter.
12
10,7
Children 4-12 y.o.
The most watched programmes on Boing in the 1st Quarter 2015
DORAEMON GATO COSMICO
18,1%
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17,5%
16,8%
15,5
Source: Kantar Media – 1st Quarter 2015
TV Audience – April 2015
SPAIN
Boing: overcomes Disney Channel also in April.
Growing audience results compared to the 1st Quarter 2015
12,1
11,0
Housew. with children.
2,9%
2,8%
Housew. C.T. with child.
3,0%
2,8%
Women C.T. with child.
3,6%
4,2%
Children 4-12 y.o.
The 15 most watched
programmes on children’s
commercial channels in
April 2015.
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Source: Kantar Media – April 2015
TV Audience – April 2015
SPAIN
The best rated programmes for children
Share%
DORAEMON GATO COSMICO
17,1%
14,5
13,8%
13,5%
11,6%
11,4%
EL ASOMBROSO MUNDO DE GUMBALL
13,5%
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12,6%
Source: Kantar Media – April 2015
Coming soon
SPAIN
May/June 2015
New programmes and sport events
• Telecinco: will broadcast soon the funny Spanish fiction “B&B”
revolving around a fashion magazine.
• Telecinco: airs from April 2015 the “MotoGP World Championship 2015,
which includes 3 categories: MotoGP, Moto2, Moto3.
The channel will air the Grand Prix of MotoGP Italia on 31st May 2015.
• Telecinco: will schedule the final football match of the “Copa del Rey”
(Spain Cup), on air on 30th May 2015.
• Cuatro: the great football event Europa League continues with the
broadcast of the final football match, on air on 27th May 2015.
• Energy: the (FIA) Formula E Championship, dedicated to vehicles with
electric motors, continues its programming.
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