Florentino spent €118,600 on 6 prime-time TV ads last night.

Early this morning, during an interview with Real Madrid presidential candidate Enrique Riquelme on the program "El Hormiguero," Florentino's camp announced that Mourinho would be Real Madrid's coach next season and broadcast the message by purchasing ad slots during the program. According to reports from "Mundo Deportivo," Florentino invested a large sum of money in the move. 

Reportedly, Riquelme's interview on "El Hormiguero" achieved a 16.1% viewership rating, with an average audience of over 1.8 million and more than 4.3 million unique viewers. However, the first advertisement shown after the program ended was Florentino's campaign ad.

The tagline from Antena 3 TV read: "Dear members, this message is for you," followed by images of Mourinho wearing a Real Madrid jersey, in which he gave a resounding "Yes" to the news that he would coach Real Madrid. The video concluded with: "2026, vote for Florentino!"

Telecinco also aired the same ad, but with a different opening: "While other channels (referring to Antena 3, which had just finished interviewing Enrique Riquelme) ramble on..."

Antena 3 aired one ad, Telecinco aired two ads, Cuatro aired one ad, and laSexta aired two ads. All ads were broadcast between 10:30 PM and 11:30 PM.

How much does it cost to place TV ads during this time slot? According to the advertising agency of Mediaset España, which owns Telecinco and Cuatro, among other channels, a 20-second ad on Telecinco during this time slot costs 25,800 euros, while on Cuatro it costs 10,000 euros.

In other words, Florentino spent 61,600 euros on ads placed exclusively on Mediaset channels.

According to Atresmedia Publicidad's 2026 pricing, a 20-second ad (excluding VAT) costs approximately 22,000 euros on Antena 3 and 13,000 euros on laSexta.

Given that laSexta aired two ads and Antena 3 aired one, Florentino paid 57,000 euros for these three ads, spending more than 118,600 euros on just six ads broadcast within one hour during prime time.