Mediaset is to close 2017 as the leading TV company in Spain, but margins with its competitors are tighter than ever.
For the seventh year in a row, Mediaset is the audience leader, with an average 28.7% share, ahead of Atresmedia (26.5%).
According to the company, which owns and manages seven linear free-to-air (FTA) networks, the group has also won over the commercial target (30.5% on average) and the prime-time slot audience (28.5%).
Most of Mediaset’s success relies on Telecinco, which is to end 2017 as the most-watched channel in Spain for the sixth consecutive year. However, its average 13.4% share means 1.1 percentage point less than in 2016, the lowest score in the last 25 years, according to the latest Barlovento Comunicación report, based on Kantar ratings.
As a result, the difference with Antena 3, the second most-watched network, is small than during former years. The Atresmedia channel averages a 12.3% share (0.5% than in 2016).
The third network in terms of audience, RTVE’s La 1, has a 10.3% average share, the public network’s best score since 2012, confirming the gradual increase of RTVE’s viewership.
According to Barlovento Comunicación, the Mediaset-Atresmedia control over the free-to-air advertising market hasn’t changed much. With 55% of the average audience, both groups have invoiced 85.2% of 2017 advertising outlay so far.