A strong March performance for Antena 3 marks another period of leadership, with a 14.4% share matching the previous month. A notable exception stands out: Telecinco declined to 11.9%, its weakest month in history, equaling the low from August 2018. This gap represents the widest margin between Atresmedia and its main rival Telecinco in two decades, dating back to March 2002.
The formula behind Antena 3’s continued dominance remains straightforward: a trio of flagship programs that anchor prime time. Pasapalabra, Antena 3 Noticias, and El Hormiguero consistently drive the most valuable viewing window. New series debuts, including a fresh run of La que se avecina styled titles and the Turkish drama Unfaithful, reinforce the channel’s prime-time strength. Afternoon ratings for Bitter Lands, morning audience figures from El espejo de la gente, and a rising wheel of fortune overall support a robust daytime slate. At noon, the channel benefits from steady engagement across its daytime offerings.
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Telecinco, by contrast, shows a 1.6-point drop from February, with Passion of Falcons leading this decline as a major setback during primetime. The network also exits several other titles without delivering victories, including Hidden Story, which wraps up its season with underwhelming results. Additionally, viewership patterns show softer engagement, with certain daytime formats underperforming. The premium feel of some events, as well as exclusive content in early access territories, contributes to a less favorable trend this period. The only bright spot for Telecinco comes from Entrevias and El programa de Ana Rosa, which maintain solid performance amidst a broader climate of ad-supported content and a challenging crisis period, even though morning audiences show a touch of erosion.
On the other side, Antena 3 enjoys incremental growth of a tenth point versus the prior month, reaching 8.5% overall share. Yet this mark sits at its lowest historical March level, reflecting intensified competition and a crowded market. The network does not see a rapid uptick in prime-time offerings, which contributes to a softer headline figure. That said, afternoon programming shows cautious improvement, with the exception of Aquí la Tierra, which, while not breaking out with double-digit shares every day, still frequently lands in the double digits and serves as a reliable daytime anchor.