Telecinco, the Mediaset channel, continues to search for its footing after a sharp drop in viewer numbers about a year ago, with Antena 3 currently holding the top spot as the most-watched channel. The new management team has signaled a measured approach, prioritizing patience and steady execution over quick, risky moves when results are weak.
This context frames the fate of the drama “Scandal: the story of an obsession,” led by actors Alexandra Jimenez and Fernando Lindez. Despite solid production quality, the series has struggled to attract strong audiences.
As part of Telecinco’s promotional strategy, the recent decision was to push the premiere forward, scheduling the first episode at 10 p.m. rather than waiting for the traditional prime-time window to unfold. The aim was to prevent fans from waiting until morning to catch the episode’s outcome, aligning with Mediaset’s preference for producing high-quality, roughly 70-minute fiction installments. Still, the network faced stiff competition from Antena 3’s flagship programs, notably the popular segment “El hormiguero.”
The outcome for the premiere proved challenging. The series, produced by Alea Medya, registered the lowest audience share on record, tallying just 6.7% and averaging around 938,000 viewers, according to YOTELE audience analytics. This performance positioned Telecinco behind contemporary premieres such as “El círculo de los famosos” on Telecino, “Días de tele” on another network, and even “Planeta calleja” on Cuatro, signaling a tough road ahead.
Despite these numbers, executives at Mediaset reaffirmed their commitment to the show and decided to keep it on the Wednesday night slot. The plan remains to refine the schedule while preserving the series’ core format, with a shift to a 10:50 p.m. start in the current week and continued promotion through Telecinco’s advertising breaks.