Back to school, back to routine… and back to TV audiences. Last year, the big surprise was the arrival of La Revuelta on the TV scene — a show that quickly became a talking point and brought a breath of fresh air to access prime time. Now, in 2025, the big question is: how will the pieces move this season, and which shows will become the most coveted by advertisers?
What’s clear is that the battle is far from over. While last spring El Hormiguero seemed to reaffirm its position as the clear prime time leader, with Broncano close behind, this new season opens with a much tighter race and potential surprises that could shake up the TV landscape.
Brands on the hunt for data
Interest in ratings has always existed, but today it takes on a new dimension. It’s no longer just about knowing who wins the title of “most-watched show” of the night, but about how those numbers directly influence brands’ investment decisions. In an increasingly fragmented media environment, every share point can tip the balance when allocating advertising budgets.
One key factor must be considered: TVE does not allow commercial breaks. This means that brands interested in being associated with La Revuelta (one of the public broadcaster’s biggest hits) can’t use the classic ad-spot route. Instead, they must explore alternatives, such as special agreements that allow them to be present without interrupting the content.
Ultimately, it’s not just about where to be, but how to be there to gain visibility without losing audience affinity.
Who watches what?
Knowing how many viewers a show has is important, but not enough. The real value lies in knowing who those viewers are: age, gender, socioeconomic level, and even consumer habits. With this information, brands can fine-tune their investments and ensure they reach their target more precisely.
Early data this season shows interesting differences:
- Among 16–44-year-olds, La Revuelta leads as the favourite choice for the young adult segment.
- Among 45–55-year-olds, the balance is even: both El Hormiguero and La Revuelta post similar figures, competing for a mature, high-purchasing-power audience.
- Among 55–65-year-olds, audiences are more fragmented across Antena 3, RTVE, Cuatro and La Sexta.
- Among over-65s, there’s a clear winner: El Intermedio on La Sexta, which retains this audience thanks to its mix of current affairs and political humour.
When you add socioeconomic level into the equation, the map becomes even more complex: attracting a young university student is not the same as reaching a young upper-middle-class professional. This is why advertisers need to look beyond total ratings and focus on audience quality.
More than just spots: the importance of “how”
Choosing which show to advertise on is only half the equation. The other half is deciding how to appear. In an environment where viewers pay less and less attention to traditional ads, creativity and integration are key.
Some of the most effective options include:
- Traditional spots: still effective when aiming for fast awareness and mass reach, especially for launches or short-term promotions.
- Product placements or sponsored segments: allow the brand to naturally become part of the content, gaining visibility without being intrusive.
- Special collaborations with hosts or the format itself: guest appearances, mentions or on-show dynamics that directly link the brand to the viewing experience.
- Second-screen strategies: combining the broadcast with a parallel social media campaign, generating conversation and extending impact beyond the live show.
In short: the key is no longer just being on TV, but doing so in a way that connects with audiences and strengthens brand perception.
The key: balance and strategy
