Ana Rosa in the mornings

Ana Rosa Quintana returns to the mornings. The one that was absolute winner of Mediaset mornings For 18 years he abandons his fleeting experiment in the afternoons, in which attempts have been made to raise the low rates of Telecinco after the disappearance of ‘save me‘. It is an important change (and desired by the presenter, who has never felt comfortable in her new format), and above all, it is further proof of the need that Telecinco has to strengthen some proposal from your grill beyond the realities.

Failed afternoons. Two years ago, Alessandro Salem, CEO of Mediaset at the time, asked Ana Rosa Quintana to try to fill the space left by ‘Sálvame’. Despite a good first year, it has not been able to stand up to Sonsoles Ónega, much more established, and the essential traveling companions who reinforce and continue the bet have not had much better luck: ‘Jorge’s Diary’, the vehicle for Jorge Javier Vázquez, after the disappearance of ‘Sálvame’, has not been able to find a space; and ‘Chain Reaction’ has done well while it has had its Mozos de Arousa, but once they are gone, the program fails to maintain interest. And that’s without talking about the current battle for access. prime timewhich with ‘La Revuelta’ and ‘El hormiguero’, Tele5 already considered lost.

Again in the mornings. The reformulation of the mornings starting on February 3 will not be total, and both Ana Terradillos and Joaquín Prat, who were previously part of Ana Rosa’s team, will maintain the spaces with which Tele5 covered the slot after the presenter’s passage in the afternoons. Mediaset talks about “a remodeling of the network’s morning slot”, and there will be changes in the formats and durations, but both ‘The Critical View’ by Terradillos and ‘Let’s See’ by Prat will continue.

Total domination. ‘TardeAR’ continues without Ana Rosa (perhaps the name change will be inevitable, but it is enough to dispense with the capital letters), although its current presenters, Frank Blanco and Verónica Dulanto, continue. With this change, the one that is undoubtedly the big winner is Unicorn Content, owned by the presenter, who, as stated in a statement about the change, will be on TeleCinco “from first thing in the morning until three o’clock, and then ‘TardeAR ‘from 5:40 p.m. to eight o’clock.’ A true absolute mastery of the channel grill.

Bad figures. The afternoon, as we have mentioned, had not worked for Ana Rosa for a while. On December 17, ‘TardeAR’ made 10.7%, and since then, more than a month later, it has always remained below 10%, sometimes with figures as low as 7.7% this Monday , which may have precipitated his return to the mornings. To his rival on Antena 3, Sonsoles Ónega, it happens just the opposite: rarely falls below 10% share since last summer, and sometimes it reaches figures such as the 12.7% that was the maximum in October 2024, taking two and a half points ahead of Ana Rosa.

What is left for Telecinco. Safe tricks, very few. It seems more or less guaranteed that the mornings will be yours again (although right now They’re not doing so well either.), but at the cost of the afternoon being extremely destabilized, with a program that is already in free fall in audiences, and that without its main supporter, may continue to decline. But the worst comes at night: although ‘Big Brother’, ‘Temptation Island’ and others realities they work well (without being infallible), the lack of a powerful product at the time of ‘El Hormiguero’ and ‘La Revuelta’ prevents there from being a carryover effect, and many times the public has to join their proposals “from scratch”. prime timewhich has made ambitious bets like ‘Next Level Chef’ puncture loudly.

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