Well I let mine sit in full western sun from ~2 pm til the sun goes down. I think nobile types can take a lot of sun, and even full mid-day sun if acclimatized over time, but protection from mid-day sun is probably safer and will still give lots of growth and blooms. I must admit I've gotten a few burned spots on mine when I didn't give them a bit of an adjustment period (but since the leaves fall off eventually, I don't have to live with it for years!).
Ultimately, give as much as sun as possible short of burning the plant.
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