Atresmedia has demonstrated that Antena 3’s dominance is not a one-off achievement but a sustained trend. On April 18, the network is poised to extend its audience leadership, supported by a solid business model and a programming network that blends entertaining shows with compelling fiction. This mix reinforces its clear lead in news simply by maintaining consistent viewer engagement across genres.
Management has shown that patience and a clear long-term strategy pay off. Over the past eighteen months, Antena 3 has enjoyed success with every premiere, driven by the brand’s enduring reputation and a commitment to programs that resonate with a broad audience at home and abroad. This momentum aligns with a broader move in the television landscape, where trusted formats and recognizable franchises help anchor audience loyalty.
As Telecinco reshapes its strategy toward a more family-oriented model, Antena 3 has become the network that consolidates top entertainment brands. Since 2010, Carmen Ferreiro has led the department, steering flagship formats such as La Voz, its spin-offs Mask Singer and La Voz Kids, and the robust slate of talent-based competition formats like Tu Cara Me Suena and El Desafío. These shows represent the kind of large-format formats that have defined the network’s trajectory and remain central to its primetime strategy.
Antena 3’s primetime lineup is complemented by a strong daytime rhythm that starts with Karlos Arguiñano in the morning and La Ruleta de la Suerte, followed by a slate of serialized dramas and light entertainment in the afternoon. The network also blends romance, mystery, and high-energy daytime formats, with titles like Love is Forever and Original Sin paired with Pasapalabra. A live showcase, Yahora Son Soles, adds a dynamic finish to the day’s programming. In recent years, this mix has helped Antena 3 surpass Telecinco in several daytime metrics and maintain a consistent audience appeal in primetime, a performance underpinned by El Hormiguero, the long-running casual entertainment program that has drawn the largest audiences and attracted advertisers since 2011.
Even with a strong lead, the channel continues to invest in fresh content to reinforce its top position. In the coming months, it will introduce two enduring formats: The 1% Club with Arturo Valls and Password with Cristina Pedroche, both designed to become staples in the schedule for the foreseeable future. These additions reinforce a strategy focused on high-engagement formats that attract broad viewer participation and sustained advertiser interest.
With Javier Bardají taking the helm as managing director, a commitment to fiction remains a core pillar, a stance that has characterized Atresmedia for over a decade through the Atresmedia Series label. Under Sonia Martínez’s leadership, titles like Velvet, La casa de papel, Time Between Stitches, Vis a Vis, and Toy Boy have achieved international reach, often migrating beyond linear television thanks to streaming platforms and pay services. The emphasis on high-quality drama and internationally appealing series continues to be a cornerstone of Atresmedia’s strategy, helping to extend its audience far beyond national borders.
Montse García’s stewardship of Atresplayer has kept the streaming arm a vital asset. Atresplayer features fiction, original productions, and special projects that have broadened the company’s footprint. Notably, Alba’s initial success on Atresplayer Premium demonstrated how exclusive online content can amplify a franchise’s profitability and reach, a pattern that also includes celebrated titles like Veneno. This digital strategy complements the broader push toward diversified revenue streams and cross-platform visibility.
On the news front, Antena 3 has maintained a dominant lead for more than three years under the direction of Santi González. Since November 2021, the network has consistently claimed the top spot in audience share across the entire slate. The flagship evening edition of Antena 3 Noticias, led by Sandra Golpe, has occupied first place for over seven years, often maintaining a margin of more than eight points over Informativos Telecinco. In primetime, Vicente Vallés routinely outperforms rivals from TVE and Telecinco, typically by more than five points, underscoring the strength of the network’s news pillar.
In recent years, Atresmedia has positioned publishing and production at the core of its business while embracing a proactive approach to monetization. The company pursues a revenue diversification strategy that now derives a meaningful portion of EBITDA from gaming-related ventures that extend beyond traditional television. This shift also reflects an updated advertising model that prioritizes CPM over the classic GRP metric, signaling a broader change in how ad sales are monetized within the Canadian and U.S. markets where the company seeks to grow presence and relevance. The result is a more robust and resilient business that leverages content, commerce, and audience engagement across multiple platforms. Atresmedia corporate materials