Antena 3 has shown visible impatience with Password. Cristina Pedroche’s game show, which debuted on July 28, is shifting away from prime time on the sixth night after confidential audience figures weighed heavily on the network. The show began its run on Friday nights at the close of the season, but as September rolled in, it moved to Saturdays, with a newer format taking shape in the schedule.
Starting tonight, the competition will air at the later hour: Password will be shown late at night, a time slot where viewership tends to be lower and its impact on the daily average is minimal. As described by the Antena 3 program, Password will begin at 12:15 a.m., rather than at 10:00 p.m. The shift reflects a strategy to place the program in a window with softer competition and to align with consumer habits that favor late-night viewing.
Password’s trajectory in prime time
As noted, Password originally occupied Friday nights, where it achieved a share around 12.7 percent. The program remained on air for six further nights within that cycle, delivering three nights of stronger performance and contributing a respectable average. This data point marked a level of visibility that several segments within the network could interpret as promising, albeit with caveats about overall audience size. In the end, confidential figures suggested a complex picture for the channel, given the overall audience landscape.
With the switch to Saturdays, Password did not manage to improve its standing. The late-evening audience remained fragile, and the ratings dipped to roughly 5.2 percent. The picture grew clearer: the shift to a new night did not translate into a stable uptick in viewers, and the program faced a challenging environment typical of time-slots with stiff competition from other formats.
The format’s performance on the sixth night of the week—hosted by Cristina Pedroche—recorded an even bleaker trend, with an average around 5.8 percent. The show did not surpass rivals such as There’s Talent, which hovered around 7 percent, nor did it reach the points achieved by leading programs on other networks like Cuatro, laSexta, or various thematic channels. The data painted a clear picture: Password was not breaking through the audience barrier on Saturdays, despite a strong lead-in and the host’s appeal.
Ultimately, Password appears to be concluding its prime-time run with modest numbers. The late-night strategy remains a possibility to salvage the format, relying on recorded episodes that could be aired later to maintain a presence on the network without risking prime-time performance. The network’s approach reflects a balancing act between historical brand strength and the realities of viewer behavior in the current landscape.