New Year’s Eve broadcasts are traditionally seen as a time for unity, joy, and reflecting on the year gone by. However, this year TV3 took a different approach to holiday television. Instead of a festive, communal atmosphere, viewers were offered a format where advertising integrations took center stage.
From the very first moments, the broadcast was saturated with brand exposure. Hosts Laura Escanes and Miki Nuñez regularly mentioned their outfit designers, and sponsor logos appeared not only in the studio decor but also across graphic elements, including the countdown to midnight. As a result, the line between a festive show and an advertising campaign was virtually erased.
Advertising Takes Center Stage
One of the most telling moments was a drone show over Barcelona just minutes before the New Year. This visually striking spectacle, which could have been the climax of the celebration, was instead used to display a sponsor’s logo. The moment became symbolic: even the most emotionally charged elements of the broadcast were ultimately subordinated to commercial objectives.
The hosts actively discussed not only the holiday but also the channel’s achievements over the past year, along with upcoming TV3 projects. Program previews were seamlessly woven into the New Year’s broadcast, turning the show into a large-scale content presentation. The studio design reinforced this impression, resembling a storefront where every element served a promotional purpose.
Promotions Without a Break
Advertising integrations were so tightly embedded that viewers hardly had a moment to experience the broadcast outside of a commercial context. Sponsor mentions accompanied even the greetings and traditional New Year’s night segments. As a result, advertising stopped being a backdrop and became the main focus of the broadcast.
Even festive rituals, including the midnight toast, were incorporated into the advertising scenario. Branded drinks and ongoing references to partners gave the impression that the broadcast was directed primarily at advertisers, not viewers.
The Lost Holiday Spirit
The New Year’s chimes are traditionally associated with genuine emotion and a sense of wonder. This time, however, the TV3 broadcast felt more like a corporate event with a strictly orchestrated marketing plan. Audience reactions in the studio seemed staged, and the overall mood appeared artificial and preplanned.
A celebration meant to unite the audience instead became a showcase for brands and a platform to promote new TV channel projects. Elements once perceived as genuine now appeared part of a script crafted by marketing teams.
Final impressions
By the end of the broadcast, it felt less like a festive program and more like a large-scale presentation. The visuals were vibrant and high-tech, but emotional depth gave way to commercial calculation. Toasts and messages sounded more like advertising slogans than sincere well-wishes.
The TV3 broadcast clearly illustrated that the lines between entertainment and commerce have virtually disappeared. In this model, the celebration takes a back seat, and the viewer is seen primarily as a consumer. It seems this format is becoming the new norm for television broadcasts—one that audiences will have to adapt to, whether it meets their approval or not.
