Cristina’s fourth day, on TVI, fourth victory in the morning and four close battles in the afternoon. And if the issue of Thursday, October 15, in the direct fight with Júlia Pinheiro, at SIC, was again more disputed, as on the day of the debut, on September 23, the remaining two issues resulted in unequivocal leadership for the talk show afternoon of the Balsemão channel.
How can a single format with one of the most iconic faces on television win in the morning and lose in the afternoon? “Audiences are different”, responds an element familiar with television consumption to Diário de Notícias. “The morning auditorium is more feminine, older, more present. The afternoon audience is younger, more dispersed and much more volatile, and it is not necessarily the same from Monday to Friday, there are variations depending on the days”, he adds.
Another element aware of this reality recalls that Cristina’s program ends up calling into question the whole “horizontality” of the grid. In other words, “in the case of very loyal audiences, especially in the programs shown during the day (day time), Cristina’s Day creates a very big cut with the habit of those who see You on TV [com Manuel Luís Goucha] and Afternoon is Yours [com Fátima Lopes]. Now, not having a certain day, it ends up weakening that habit even more “, justifies this same element.
What to do? Cristina Ferreira has been making adjustments to the format since its debut and has started the program earlier and earlier. On Thursday, it took off even before Julia and brought other content like the reality show Big Brother to your living room. Pinheiro, on the other hand, received an heir from Cristina, the emblematic doctor who had accompanied her in the mornings, Almeida Nunes.
The fight from Thursday afternoon was made tenth to tenth percentage, with both parties winning at different times. However, the closed accounts, of those who saw the formats live and already recorded, point to SIC’s victory, with Júlia Pinheiro registering 18.1% of market share, with 373 thousand and 500 spectators tuned compared to 15.5 and 367.200 obtained by Cristina Ferreira, respectively.
“Television is a habit, it is very difficult to move from one channel to the next free of charge”, says another member contacted by DN.
However, Cristina Ferreira silenced this evidence. It was the only one, in fact, in its move from TVI to SIC, in 2018 and premiering on January 7, 2019. So, that stepped into the studio of the new channel, from the territory where he was born, in the mornings, he never lost and helped leverage SIC’s results.
There are those who go further and remember: “she didn’t just prove that, she demonstrated that it was possible to bring other audiences back to television consumption and that now they don’t seem to be there in the same way”, says a person in charge of television.
At TVI, Cristina Ferreira continues to hold and hold the empire in the mornings – even though in the third broadcast of Dia de Cristina she was marked by a taco-a-taco battle with João Baião and Diana Chaves, at SIC -, but no longer in the same way. “There are days when Goucha, in the mornings and comparing to the mornings of Dia de Cristina, does not do so much less audiences than she does, inside the station”, analyzes the same element.
Julia’s paradigmatic case
If Júlia Pinheiro now sings victory on the four afternoons in which Cristina Ferreira’s presenter and former teacher fought with her former student, it is certain that the face of SIC felt this issue of the public in the skin.
It was then, in January 2011, when Júlia moved from TVI to SIC and, on the contrary, from afternoons to mornings. On New Year’s Eve, Júlia presented the final of Casa dos Segredos, in Queluz de Baixo, and at lunchtime on January 1, 2011, she issued the change notice for the Balsemão channel, then in Carnaxide.
In March 2011, it started on the antenna with Querida Júlia, a format that you could never impose or win against the then leader Você on TV, still with the duo Cristina Ferreira and Manuel Luís Goucha.
“Júlia was the undisputed leader in the afternoons and the mistake was made of putting her in the morning, which was not hers”, recalls an element close to the process. Two and a half years later, Querida Júlia moved to Queridas mornings and Júlia received a partner, João Paulo Rodrigues. And I didn’t even win. “It was a mistake to make her stay there,” says the same analyst to DN. Two months before Cristina stepped on the SIC studios, Júlia debuted in the afternoons with victories against Fátima Lopes, on TVI