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At the end of the year, the consulting companies dedicated to the analysis of television audiences in Spain sent their respective balance sheets with the definitive data available. As expected, Antena 3 2022 emerged as the winning channel for the first time in its history. But these reports collect analysis that show interesting trends.
2022 was the year with the lowest television consumption in history or since viewership has been measured as it is now. Traditional television viewing, of course. Spaniards watched television for an average of 190 minutes each day, a far cry from the 246 minutes in 2012, when the maximum daily time in front of a television channel was reached. As Barlovento Comunicación states in its full report, of the daily TV time spent, 176 minutes were dedicated to linear consumption, to which must be added 7 minutes by guest viewers (those who do not stay at home regularly) and 7 more minutes of time-shift television.
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What is striking is the increase in so-called “hybrid consumption”, which belongs to “other television uses”, i.e. viewing digital platforms on television, the Internet, videos from playback devices (game consoles, Chromecast…) and others such as video games or radio on television. In other words, any use of the TV that is not linear or time-shifted. Overall, it has increased from an average of 30 minutes per person per day to 36 minutes in one year, an increase of 16.7%. But if you focus on the 10.4 million viewers who use this modality every day, the average time spent increases to 155 minutes per day. And if you look at the data by age group, the group of 25 to 44 year olds spends the most time with these other television uses with an average of 50 minutes a day. Children from 4 to 12 years follow with an average of 48 minutes. The over-64s use this type of television the least, at 16 minutes a day.
The consultant’s report explains that it is a very important form of television consumption that explains the decline in traditional television. Despite this, he notes that “despite the decline of this modality, traditional television reflects on an undeniable reality: three hours and ten minutes per person, regardless of whether they have watched television every day or not. A time that no other means of communication can reach for each of us.”
Also interesting is the analysis that Barlovento makes about the number of viewers in recent years in a specific prime time window. They added the total number of viewers of all traditional channels in the quarter of an hour from 10:15 p.m follows: in 2013 the average viewership was 18.2 million viewers, the same as in 2014; In 2015 (Netflix arrives in Spain) it drops to 17.8 million; In 2016 it remains at 17.3 million; We’re jumping into the year of the pandemic, 2020, and we’re already at 16.5 million; In 2021 it remained at 15.5 million and in 2022 it dropped to an average of 13.6 million viewers. In 10 years, traditional television has lost 4.6 million followers in the quarter hour from 10:15 p.m. to 10:30 p.m.
As for the audience by broadcaster, it is interesting to see how this year, instead of an increase in Antena 3 (it only grows by 0.1 points compared to 2021), there has been a significant decrease in Telecinco, which has lost 2. 6 screen sharing points. Also of note is the consolidation of payment issues, driven by the World Cup in Qatar and football in general. This group marks a record for screen sharing. And also thanks to the World Cup, La 1 avoided the debacle and with a share of 9.1% improved the data for 2021 by 0.3 points.
The qualitative analysis of the audience is striking. Antena 3’s leadership occurs in both males and females, although it is more pronounced in them. By age, Boing is the favorite channel for children from 4 to 12 years old. Among young adults (between 25 and 44 years old), Telecinco leads and Antena 3 leads in the most advanced age groups, with the differences increasing with age. Telecinco leads the morning (from 7:00 a.m. to 2:00 p.m.) as well as early morning (12:00 a.m. to 2:30 a.m.). But Antena 3 shines in the slots where it’s really about leadership: after-dinner (2pm to 5pm), afternoon (5pm to 8:30pm) and prime time (8:30pm Watch). until 12:00 a.m.).
The results by program are striking. Sport monopolizes a good chunk of the most-watched shows in 2022. Eurovision votes slipped to 10th place and 14th is the Eurovision Gala. You have to go all the way to number 26 to find another non-football program, and it’s the Campanadas de Antena 3. The report by consultancy Dos 30′ breaks down the data by program. His analysis does not include figures for El Hormiguero, which was the most-watched format on all Spanish television, averaging 2,410,000 viewers. Among the reality shows and talent shows, Tu cara me suena is at the top with an average of 2,240,000 viewers across its 10 shows. The most watched Spanish series was Entrevías (1,733,000 viewers on average over its 16 episodes). Pasapalabra’s data is striking: in its 257 programs in 2022, it reached an average total of 2,351,000 viewers. La roulette de la suerte also stands out, averaging 1,544,000 believers across its 362 broadcasts, including weekends and reruns.
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