It was the big bet of the new board of Mediaset Spain for this season, which represents the beginning of a new era, but the first results are not as expected. The group decided to drop Sálvame from their program, although it continued to be one of their few audiometer joys in the midst of a ratings crisis. Those responsible recently realized that these were more images than numerical data. The alternative was to place the queen of the morning in the evening hours. TardeAR, the new show by Ana Rosa Quintana, appeared this Monday, September 18th on Telecinco. It debuted at 11.3% and fell to 10.4% in its second and third broadcasts, moving away from the desired lead.
This twist in the script by Alejandro Salem’s Mediaset España and later by Paolo Vasile meant a hidden war between production companies linked to the communications group. While La Factory de la Tele (creator of Sálvame) lost its hegemony on the network, Unicorn Content, the production company of Quintana and .
More than a year ago, Antena 3 managed to snatch first place from Telecinco in the ranking of the most watched channels. This season, TVE has decided to join the fight for the audience with José Pablo López as content director. He has designed an offer and a programming strategy for La 1 that comes close to the idea of entertaining private networks. This decision caused all traditional television trends to explode. One example is what happened in the controversial afternoon slot this week.
“The promise”, the success of the audience in the afternoons of La 1.
The public institution decided to postpone the arrival of Ana Rosa Quintana. Since this Monday, La 1 has doubled the broadcast of its latest big hit, the daily series La Promesa, which will now air from approximately 4:30 p.m. to 6:30 p.m. It is a slot in which Antena 3 coincides with the last minutes of Amar es para siempre, with the Turkish series Original Sin and the beginning of Ahora Sonsoles. And on Telecinco he does it with Así es la vida by Sandra Barneda and César Muñoz and the first half of TardeAR.
With this decision, from Monday September 18th to Wednesday September 20th, La 1 has significantly improved the data collected at that time in the afternoon compared to previous weeks (from not reaching 10% screen share to over 13% on average). , especially in the second hour, and positioned itself as the front runner. Although Quintana managed to improve the share of his station in the previous week on his first two days of broadcast, which before his arrival did not exceed 9%, his data are lower than those of the extra chapter of the La 1 fiction. The Antena 3 magazine of Sonsoles Ónega has also been slightly weakened by this new television reality in terms of its results achieved in the previous week: from 12.7% and 12.6% last Monday and Tuesday, it has not achieved more than so far this week 12%. Nevertheless, this Tuesday’s result helped him surpass Quintana. In the month of May 2023, in the middle of the high season, Sálvame regularly won for Telecinco during this period from 4:30 p.m. to 6:30 p.m.
The public broadcaster still has an ace up its sleeve: the premiere of La plaza, a talk show inspired by the American format The View, in which Jordi González will surround himself with women to discuss current issues. The premiere date and time are yet to be confirmed. The debut is expected to take place this Monday, September 25th, between 6:30 p.m. and 7:30 p.m. and will be in direct competition with Ónega and Quintana.
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