Telecinco has changed half of its afternoon schedule to escape the worst season in its history. At the moment, however, the changes are not being noticed as much as Mediaset would have liked, and so far no program has reached 8% of share. There is still a lot of summer ahead, and in some cases, the headlines have barely had a couple of broadcasts, but we are certainly far from brilliant starts for these new programs whose structure, aesthetics and presenters smell of the company’s old glories.
The figures. He date show by Carlos Lozano ‘Love… or whatever arises’ debuted on June 22 with 6.8% share and 632,000 spectators; the return of Paz Padilla to Telecinco after his rudeness with the now deceased ‘Sálvame’, ‘El show de Paz’, with 7.8% and 638,000; and the magazine of suns and gossip presented by Ion Aramendi and Kike Quintana ‘El Verano Se Move’, with 7%. The latter, the most recent premiere (this Monday), is the network’s third evening premiere in eight days, and the penultimate of a plan that Mediaset designed to get the network out of its worst historical moment.
Some context: ‘El show de Paz’ occupies part of the time on weekends of ‘Fiesta’, Emma García’s magazine that had just had its two worst months in history (8.1% in April and 8.2% in May). If Padilla manages to settle at around 9% compared to his rivals (cinema on the rest of the channels) and, in the process, spreads a rise to ‘Fiesta’, he will have fulfilled his promise. And it remains to be seen what happens with the fourth piece of the plan, ‘From Monday to Fridaythe daily version of ‘De Viernes’ with Beatriz Archidona and Santi Acosta, which premieres on Monday, July 6 at 6:15 p.m., in the gap left by ‘El Diario de Jorge’ during the summer. Their litmus test is twofold: not to sink against ‘The Promise’, which averaged 12.6% in May, and to stand up to the World Cup matches that still lie ahead.
Summer ahead. They have all just started and you have to give them some space. The only headline that has already been filming for a week is that of Carlos Lozano, which had been on the air for a week on the day of the premiere of ‘El Verano Se Move’. For that day, ‘Amor… or whatever arises’ had a minimum audience (5.4%), and right after, La 1 broadcast the Brazil-Japan of the Worldwhich swept with a 33.7% share and 3,075,000 viewers, and sank both ‘El Diario de Jorge’ and ‘Allá tú!’. Result: 7.2% on average, one of the worst Mondays in the history of Telecinco.
The plan. Mediaset announced in mid-June a offensive of four new programs for the section from 3:45 p.m. to 8:00 p.m.: ‘Love… or whatever arises!’, ‘Summer moves’, ‘From Monday to Friday’ and ‘The Peace Show’. They all replace formats that had been moving between 8% and 10% for months, such as ‘El tiempo just’, whose presenter, Joaquín Prat, is on paternity leave. The program had been averaging 8.5% for two months in a row. share and it had barely exceeded double digits five times since its premiere, a far cry from ‘Sueños de Libertad’ on Antena 3, the undisputed leader of the after-dinner program with an average of 14.2% in May.
The precedents. Telecinco arrives this summer with the worst possible figures: the 2025-2026 seasonwas the worst in the history of the channel: an 8.9% average share, eight tenths less than the previous year and the fifth consecutive time that Telecinco has set a new historical season low. For the first time, the channel fell below 10% share in the twelve months of the course, with a ceiling of 9.4% and a floor of 8.4% in December, its worst month in the regular season.
The afternoon slot, which is now trying to be reformed, also closed the course at a historic low: 9%. And it is a deterioration that is not limited to entertainment: the network’s news They also posted their worst figure, 8.3% share, without any of their three editions reaching double digits on average. It can be compared, for example, with the increasingly firm La 1, which in the last five years has gone from 8.8% to 12.1%. Telecinco’s path has been practically the opposite, from 13.1% to 8.9%.
The importance of football. We were talking about the World Cup as relevant when it came to giving the finishing touch to the Telecinco audiences, but the phenomenon goes further. La 1 closed June as the leading channel, with a 14.3% share, its best June in 15 years, with the World Cup contributing almost a quarter of its monthly result. The entire Mediaset group, on the other hand, lost 3.4 points year-on-year compared to an RTVE group that gained 4.4. Football is obviously determining which channel goes better and worse this summer.
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