President Javier Milei is scheduled to return to prime time television this Sunday at 9 PM to mark the opening of the National Congress's ordinary sessions. His government aims to recreate the success of 2024, when Milei achieved a remarkable 50.8 rating points during his speeches. However, there is a looming concern as last year saw a significant drop in viewer engagement, with ratings falling to just a third of his earlier peak. This return comes with heightened scrutiny as Milei seeks to captivate the audience once again.

Despite the decline in traditional media viewership, the government remains optimistic about the potential for improvement compared to the previous ceremony's turnout. Milei's administration has adopted a strategy of broadcasting these significant speeches in the evening to attract a larger audience. Nevertheless, they acknowledge a risk of replicating the past year's disappointing results, leading to a divided focus between traditional television ratings and the burgeoning platforms of social media.

The upcoming speech is seen as a critical moment for Milei's presidency, indicating how his government plans to communicate its agenda effectively. With a reliance on social media to amplify their reach, the administration is positioning itself not just for television but also for digital audiences. The interplay between traditional television ratings and online engagement will be closely observed as Milei attempts to maintain visibility and influence in the current political landscape.