Karta utjecaja na TDT: A3 dominira vijestima, a La 1 ostaje na drugom mjestu, čekajući La Séptima

Sarah Santaolalla has officially confirmed she will host her own show on La Séptima, a new television channel set to launch on November 5th. The announcement was made this Sunday morning, marking a significant shift in Spain's media landscape. Santaolalla, a prominent figure in public broadcasting, joins La Séptima, a channel backed by José Miguel Contreras and aligned with Prime Minister Pedro Sánchez’s political movement. Her move signals a growing influence of progressive voices in Spanish television, which has long been dominated by conservative-leaning networks. The launch of La Séptima comes amid a broader transformation in the country’s media environment. Traditional television continues to hold substantial reach despite declining daily usage, with 47.1 million unique viewers during the 2025/2026 season, according to data from consultancy firm Barlovento. However, average viewing time per person dropped by 3.6%, to 163 minutes daily, reflecting shifting audience habits driven by digital platforms and social media. This context underscores the importance of La Séptima entering the fray, aiming to provide a counterbalance to the dominant presence of right-wing and far-right-aligned channels such as Antena 3. Antena 3 currently leads the open television market, maintaining a commanding position in both news and entertainment programming. Its midday news segment, hosted by Sandra Golpe, consistently draws over two million viewers, achieving a rating above 22%. This is significantly higher than its closest competitor, Telediario 1, presented by Alejandra Herranz, which averages around 1.2 million viewers with ratings between 12.3% and 14%. In the evening slot, Antena 3 Noticias 2, led by Vicente Vallés and Esther Vaquero, reaches approximately 1.6 million viewers, compared to Telediario 2, hosted by Pepa Bueno, which attracts roughly 1.9 million viewers with a slightly lower share of 12.5% to 13%. These figures highlight the structural advantage held by conservative-aligned channels, particularly in prime-time slots that attract broad audiences. The combined ratings of right-leaning channels during the midday period range between 38% and 39%, excluding regional public broadcasters, many of which are under the influence of the People’s Party and Vox. Other channels, including Telecinco, Cuatro, and La Sexta, collectively account for between 20% and 21% of the audience. Despite these challenges, La Séptima aims to carve out a niche by focusing on current affairs and offering a distinct perspective rooted in progressive values. The timing of its debut coincides with the final year of the current legislative term, adding political weight to its launch. With general elections scheduled for 2027, the potential for a change in government has intensified competition among media outlets, each seeking to shape public perception through their coverage. Santaolalla’s transition from TVE, where she had established herself as one of the leading commentators, represents a strategic move for La Séptima. Her experience and credibility bring added legitimacy to the network, which is still in the early stages of building its brand. While the channel faces an uphill battle against entrenched competitors, its alignment with the ruling party and its focus on contemporary issues could help it gain traction over time. As La Séptima prepares for its official launch, the media landscape in Spain remains highly polarized. The dominance of right-leaning channels persists, but the emergence of La Séptima introduces a new dynamic. Whether it can achieve lasting success will depend on its ability to attract and retain viewers, particularly in key time slots, while delivering content that resonates with a diverse audience.