© Reprodução Rita Franca/SOPA Images/LightRocket via Getty Images | Global Imagens/REINALDO RODRIGUES
The conclusion of the audience analysis from Universal McCann (UM), a media agency under the Mediabrands group, for the initial two weeks of election debates leading up to the legislative elections on May 18, has been revealed.
The most watched debate so far has been the one featuring the Left Bloc’s coordinator, Mariana Mortágua, and the PS secretary-general, Pedro Nuno Santos. This debate captured a total audience of 1.388 million viewers, had an average audience of 890,000 viewers, and achieved a share of 19.5%, according to UM.
Moderated by journalist Clara de Sousa, the debate was broadcasted on SIC and was the most-viewed program on April 8.
The second most-watched debate involved André Ventura and Pedro Nuno Santos. This debate held during the second week, aired on TVI, and was moderated by journalist Sara Pinto.
This debate attracted a total audience of 1.296 million viewers, with an average of 884,000 viewers, and achieved a share of 18%, UM reports.
Completing the podium of the most-watched debates in the initial two weeks was a face-off between Pedro Nuno Santos and Rui Tavares from Livre.
This encounter reached a total audience of 1.383 million viewers and had an average audience of 858,000 viewers, representing a share of 18.2%.
An analysis of debates aired on information channels (RTP3, SIC Notícias, and CNN Portugal) indicates a “new leader” according to Universal McCann.
In first place was the debate between André Ventura, president of Chega, and Paulo Raimundo, the secretary-general of the PCP, broadcasted by CNN Portugal, reaching a total audience of 360,000 viewers, an average audience of 176,000 viewers, and a share of 3.8%.
With two weeks of debates concluded and seven debates remaining among leaders of parties with parliamentary seats, as well as a debate with all leaders of non-parliamentary parties, there is a noticeable decline in Portuguese interest compared to 2024, across both general and news channels.
Overall (general and news channels combined), the debates in the first two weeks averaged an audience of 398,000 viewers, which is an 8% drop compared to the first two weeks of debates in 2024.
On general channels, debates recorded an average audience of 720,000 viewers, down by 11%, while news channels saw an average audience of 106,000 viewers, a 21% decrease compared to the first two weeks of 2024 debates.
In summary, looking at the debates’ viewership over the two weeks compared to March’s audience figures, SIC stands as the only channel recording growth, emphasizes UM.
During the two weeks of debates, SIC’s share increased to 15.4%, which is a rise of 0.7 percentage points compared to March.
Related:
