Sometimes, the remote areas of the Televisa grill offer more information about our tastes and customs than if we only look at the great successes. This is the case of the thematic chain Thirteen and its widely followed noon western, which in the popular imaginary has already replaced “the documentaries of the 2” as a synonym for open track for long and peaceful naps. However, if we delve into the figures, we find more relevant details than merely suggesting that these shows are mere background noise.
The Western Triumph
During 2025, the Western genre has become an authentic highlight of Thirteen’s programming. Classics such as ‘Rio Bravo’ have emerged among the most viewed on TDT during certain days, reaching audience peaks of up to 376,000 viewers and a 3.8% screen share , as noted on April 13. In fact, these numbers have allowed them to surpass strong competitors like ‘The Simpsons’ on Neox, which managed only a 2.7% viewership at the same time.
It is Not an Isolated Case
‘Rio Bravo’ was no fluke. Other films like ‘The IRA Valley’, ‘Fury in the Valley’, and ‘Deep Roots’ have achieved shares that exceed 5% , with peaks close to 5.6% , attracting between 400,000 and 465,000 spectators . On average, the Western genre maintains a steady audience ranging from 250,000 to 450,000 viewers , with share percentages fluctuating between 3.5% and 5.6% . This consistent performance highlights an important point: the public’s loyalty to this strip and genre is indeed substantial.
Western Everywhere
With such impressive numbers, Thirteen has ramped up its Western programming, effectively transforming its broadcast times into a dedicated thematic channel for the genre. They now host double sessions from 14:40 to 18:40 . In Access Prime Time, from 20:45 to 22:00 , more modern and commercially appealing Westerns kick off. On occasion, gender films even premiere past 00:30 hours.
But What is Thirteen?
Thirteen is a TDT channel operated by the Spanish Episcopal Conference and managed by Average Apse, the same group behind Radio Cope, Rock FM, and Chain 100. Its programming is centered around spreading Catholic values and emphasizes content that caters to the entire family. However, financially, the channel faces challenges: it has reportedly accumulated losses of over 100 million euros since 2010. Reports indicate ongoing financial difficulties, including structural indebtedness .
Is it a Real Success?
While the audience numbers are impressive within the thematic TV realm, the Thirteen Westerns are still far from the major players on general television. They often rank as leaders or contenders among thematic channels but fall short compared to bigger shows that typically exceed a 10% share . Still, these figures shine when juxtaposed against typical competitors, such as Nova’s soap operas—like ‘Emanet’ and ‘My Secret is You’—or the high-profile fictions aired on Factory.
Not Everything Advertised is Popular
To provide further context, noteworthy is the fact that ‘Nor That We Were Shhh’, the successor to ‘Save Me’ on Ten, struggled to break the 3% share mark and stagnated below 2% share in its final weeks. This observation points to the reality that Thirteen is attempting to replicate the success of its desktop Westerns across its entire programming grid, a strategy that could either solidify its standing or stretch its resources too thin.
In Xataka, it is noted that shows like ‘El Hormiguero’ also contribute significantly to the ongoing competition for audience share, despite their premium production costs. The landscape of Spanish television continues to shift, and understanding the dynamics of viewership remains critical for both networks and audience members alike.