Telecinco’s afternoon schedule is starting to show results after a deliberate reorganization. Since the shift took effect on February 24, TardeAR has posted an average 9% audience share with 775,000 viewers, according to measurements through March 25. Those numbers translate into a meaningful lift for the network, raising eight-tenths of a point from the prior average logged by El diario de Jorge and the early run of TardeAR, which had been sharing the 4:00 p.m. to 6:00 p.m. window with an 8.2% share from January 2 to February 21. Observers note that the move aimed to create a smoother, more predictable block rather than two separate shows competing for attention. The goal is to hold viewers longer in the late-afternoon hours, fostering higher engagement and better context for advertisers. Industry trackers emphasize the value of a stable lead-in that can lift downstream programs while reducing volatility typical of mid-afternoon schedule changes. Source telecinco audience data.
That 0.8-point rise holds firm when compared with year-to-date figures for the same slot and when seen against the program’s own premiere on July 29. In both comparisons, the combined performance of El diario de Jorge from 15:58 to 17:35 and TardeAR from 17:35 to 18:30 remains at 8.2%, suggesting the new layout has produced sustained momentum rather than a brief spike. The continuity appears to smooth transitions and strengthen cross-program appeal within the late-afternoon block. Advertisers are likely to value the predictability of this schedule, which can translate into more effective reach for targeted campaigns. Media analysts highlight the importance of a cohesive afternoon rhythm in building loyalty and long-term audience habits. Source telecinco data.
With this adjustment, Mediaset has reinforced its late-afternoon block by prioritizing continuity in the lineup and designating TardeAR as the central pillar from 16:00 to 18:30. The strategy reduces the risk of audience diffusion across multiple shows and aims to create a narrative rhythm that keeps viewers engaged for a longer stretch. For producers and talent, a stable timeslot can improve planning, promotions, and cross-program storytelling, which in turn supports stronger cross-promotion across the network’s portfolio. The shift also aligns with a broader push to synchronize content pacing from early afternoon through early evening, keeping a steady energy level throughout the day. Source Mediaset press materials.
Yet the published figures still trail the network’s main competitors, whose telenovelas hold a more established foothold in the schedule. The ongoing challenge is to sustain the momentum in the weeks ahead amid an industry where audience preferences shift quickly. On March 25, Telecinco posted a 10.1% share, tying with the talk-show host Sonsoles Ónega while attracting a larger audience overall. This momentum suggests the changes are resonating, even as the competitive landscape remains intense with entrenched formats and familiar favorites. Analysts will be watching whether the trend can be maintained as new episodes and promotions roll out.
For now, TardeAR has raised the floor for its time slot and delivered numbers that are more competitive than before. All signs point to a favorable outcome in this initial phase of the restructuring, with Mediaset’s move paying off in steadier audience engagement and potentially stronger advertising metrics. Observers will monitor whether the trend persists in the coming weeks as the network tests further content tweaks and cross-promotional strategies aimed at strengthening the entire late-afternoon block.