Despite the growing fragmentation of media and the shift in attention toward multiple screens, prime time remains the most-watched time slot on television. Brands invest millions to access it, making it the primary revenue source that sustains the television business. That's why NGOs are often relegated to donated spaces outside of prime time, where fragmented audiences limit their effectiveness.

Latina intervened in its own programming. By accelerating a 2-hour 29-minute prime time block by 0.7% imperceptible to the human eye and ear it generated an additional minute of advertising time during each day's peak attention period. This made it possible to create enough space to air two daily fundraising spots in prime time during the campaign period, facilitating real-time donations.