Although having a social media presence is essential for any network, Mediaset seems to be making an extra effort in Spain, where it is clearly leading the social TV trends.
During 2014, the audiovisual group registered over half of all TV-related comments in the country's social networks, meaning nearly 55 million tweetsand Facebook posts were related to the programming aired on its six free-to-air (FTA) channels.
According to Global In Media delivered by Mediaset, Spain's second largest social TV generator is Atresmedia, which gathers 27% of all the comments.
Looking through the figures, the difference between single channels is even more favourable to Mediaset, as Telecinco, the group's main channel, registered 41 million comments in 2014, over three times more than Antena 3, Atresmedia's main channel. The third position in the ranking is for the public broadcaster RTVE, which gathered 13.7 million comments, nearly the same as Antena 3.
Thanks to programmes specially designed for social TV, such as Big Brother and Survivors, which are powered by Applicaster's technology to bring the social audience to the studio, Telecinco also showed a great evolution through the year, doubling up the monthly figures during the last months of 2014.
Big Brother was the most active social-TV programme during the year, gathering nearly 11 million comments and over 700,000 during the final show alone. Among the year's most commented-on single programmes were RTVE's broadcasting of Eurovision and Goya Awards, The Voice Kids final and Atresmedia's Neox Fan Awards.