Last October, Antenna 3 unveiled a new chapter in its daytime lineup as Sonsoles Onega shifted from Telecinco, where she led Ya es mediodía, to Antenna 3’s competitive arena with And now Sonsoles, a current affairs show designed to challenge Save me. The move marked a bold reimagining of the presenter’s career and the network’s strategy to capture afternoon audiences with a fresh take on daily topical issues.
Sonsoles Ónega welcomes a symbolic reporter from Sálvame and Aquí hay tomate
Six months after its debut, Yahora Sonsoles managed to establish a solid foothold and position itself as a clear leader in the timeslot. The show began to rival established formats like El cazador on La 1 and 25 palabras on Telecinco, signaling that the network believed in the character and angle of the program. Although the audience seemed receptive, the network remained vigilant, ready to adjust course if audience behavior suggested a shift in loyalty or preferences.
Sonsoles Ónega spoke with Manel Fuentes during an interview that highlighted the program’s approach and its ambition to blend serious topical discussion with human-interest moments. The channel leaned into the ongoing interest in the presenter’s style, betting that a steady rhythm and conversational tone could cement viewer trust and retention as the weeks passed.
For a period, Antenna 3 kept the show a quiet brand, avoiding heavy promotional pushes within the broadcasts themselves. The strategy relied on clean, authentic storytelling rather than aggressive advertising bursts. After half a year on air, the program aired its first two-minute promotional spot, signaling a shift toward broader visibility. Whether this more explicit promotion would influence viewer habits or maintain loyal audiences remained a key question for executives in the months ahead. The connect with audiences and the commitment of the team would continue to be tested as new segments and guests joined the lineup every afternoon.
Sonsoles Ónega’s presence during an interview with a colleague helped to frame the show’s evolving identity. The aim was to showcase the program as a reliable daytime destination for conversations about current events, social issues, and public figures, while preserving the warmth and immediacy that viewers had come to expect from the host. The alignment with a credible newsroom persona was central to the channel’s strategy to balance entertainment with informative content.
Sonsoles Ónega faces criticism from a collaborator after comments about Tamara Falcó: “I don’t like this show”
On another front, Atresmedia made a strategic decision shaping the presenter’s trajectory. The host is slated to return to prime time on Antena 3 following the success of the Hablando en plata special she led earlier in the year. This development underscores the network’s confidence in the ability to extend her visibility beyond the daytime slot without diminishing the progress of Yahora Sonsoles.
The decision does not imply a fade of Yahora Sonsoles. Instead, it reflects a broader plan to diversify the presenter’s workload and maximize audience reach across different formats and hours. The prime time return, framed as a recognition of the host’s appeal and versatility, is meant to complement the daytime program as part of a cohesive strategy to maintain audience engagement across the schedule. Viewers can anticipate continued collaboration with her team as new episodes and topics are explored, preserving the core values that have defined the program since its inception.
While the prime time move adds new opportunities, it also raises questions about how the daytime show will evolve. The network’s careful orchestration aims to preserve the program’s identity and loyal viewer base while inviting new viewers who may be drawn to a stronger prime time presence. The dynamic between hosts, guests, and the audience remains a central consideration as producers balance cadence, tone, and topic selection across the dayparts.