Estudio de la audiencia de El hormiguero : impacto del invitado y estructura narrativa del programa

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Abstract

This study analyzes the audience ratings of the program El hormiguero (Antena 3) during the initial months of direct competition with La revuelta (TVE1, 2024). It examines the impact of the guest as a factor for competitiveness and viewer loyalty. The relationship between guest profiles and audience behavior is explored according to age, gender, and time slot. A quantitative analysis was conducted on 69 episodes using minute-by-minute data provided by Kantar Media, segmented by gender and age cohorts. Statistical tests (paired Student’s t-test, Friedman’s ANOVA, Pearson’s correlation, among others) were applied to identify differences among audience groups and consumption patterns. The data reveal an upward trend in viewership throughout the program and certain age-based segmentation: sports figures attract younger viewers; well-established media personalities generate interest among older audiences; emerging figures, such as Victoria de Marichalar, draw cross-generational viewership. Women display more consistent program consumption, while men show greater variability depending on the guest. Competition with La revuelta has driven content strategy adjustments. It is concluded that guest selection is key to maintaining leadership and retaining viewers in a fragmented television landscape. This study provides empirical evidence on how audience segmentation and narrative structure influence the success of television formats, highlighting the strategic importance of guest profiles in Spanish late-night programming.