Tarde AR falls short of expectations
September brought a flurry of TV chatter as the 2023/2024 season kicked into gear. Ana Rosa Quintana left the morning slot to join the afternoon lineup on Telecinco with TardeAR, filling the void left by the June cancellation of Save Me. This move set the stage for a competitive afternoon block that would soon become a focal point for audience strategy across Spain and beyond.
Meanwhile, Jorge Javier Vázquez, the enduring face of a popular chat format, saw his show temporarily handed to Pablo Motos as Cuentos Chinos tried to steady weak ratings. Quintana entered a time slot known for fierce competition, now contending with And Now Sonsoles to capture a broad and loyal audience.
Telecinco also kept one of its strongest performers on the schedule: the reality staple Big Brother VIP 8, headlined by Marta Flich. A controversial revival of 25 Words, a close sibling to Pasapalabra, faced challenges after a surprising cancellation and its removal from the lineup.
As with the afternoon shifts, TardeAR did not meet Mediaset’s ambitious goals. The latest farewell-era benchmark for a long-running program had been a 15.1% audience share for Sálvame’s final broadcast, drawing roughly 1,234,000 viewers. TardeAR managed about 11.3%, leaving a gap close to one hundred thousand viewers shy of a million on a typical day. [Source: Media coverage summaries, September reports]
Ana Rosa Quintana’s new offering, produced by Unicorn Content in collaboration with Mediaset España, opened with a tribute to María Teresa Campos, who had passed away earlier in the month, honoring pioneers of Spanish television. The premiere showcased a forward-looking approach with augmented reality and artificial intelligence elements, creating an infoshow feel while preserving the morning show’s familiar segments such as the Zero Row feature. The set design was expansive and modern, underscoring the program’s resourceful ambitions. [Source: production notes]
On its first day, TardeAR drew attention for its production scale and strategic positioning against rivals. In some media circles, the program was described as successful in making headlines, though it still trailed its main competitor, And Now Sonsoles. The rival briefly paused advertising during the program to curb cross-channel viewer migration, signaling the battles for audience retention in a crowded afternoon space. [Industry analysis]
Quintana discussed opening-day considerations in a candid interview, explaining the decision to leave Sálvame and the reasoning behind seeking a family-friendly afternoon format. She indicated that the move was part of a broader plan to reshape programming and align with viewer expectations in the post-merger television landscape. Her reflections highlighted confidence that audiences would respond to a calmer, more inclusive daytime experience. [Commentary excerpts]
In remarks on the transition, Quintana emphasized a desire for a calm, restful pace and a sense of purpose behind the shift. The new program aims to deliver clear, engaging content that resonates with a broad audience while maintaining the personality viewers associate with her on screen. [Interview briefing]
Addressing questions about political commentary, Quintana stated that she would express opinions freely within a respectful framework. She stressed that freedom of expression remains essential and that viewers should see diverse viewpoints represented on television. She also underscored a commitment to responsible discourse and the importance of audience trust amid intense media scrutiny. [Public statements]
As the season unfolds, the program’s management will balance editorial identity with audience expectations, aiming to deliver honest conversations, entertaining segments, and a sense of community for daytime viewers. The headline attention surrounding the show reflects a broader trend in which daytime television seeks to blend classic formats with modern technology and fresh perspectives. [Media briefing]
In closing remarks, Quintana reflected on the dynamic nature of television and the responsibilities that come with a prominent platform. She reaffirmed a conviction that the best television serves the public interest, fosters engagement, and respects diverse opinions. Her optimism about the path ahead remains grounded in practical realism about audience needs and the evolving media landscape. [Presenter reflections]
The discussion around TardeAR illustrates how a single program can serve as a barometer for a network’s broader strategy. It also shows how hosts navigate personal branding, audience loyalty, and the pressures of change in a market that rewards immediacy and relevance. The coming months will reveal whether the afternoon block can sustain momentum and carve out a distinctive voice amid intense competition. [Industry outlook]