26 million Spaniards saw traditional television in September every day

Jane Anderson

October 1, 2025

Hombre viendo la televisión tumbado en el sofá

The return to school and work routine has improved consumption and television audience data, after an August which, as usual, has been marked by seasonality. Football and today have dominated the month of September that, once again, closes with the leadership of Antena 3.

They are the main conclusions that can be extracted from the monthly audience report offered by Windward, prepared with Kantar data. As reported, the daily consumption time per spectator (on whom they see television every day) of the month of September has been 275 minutes, this is 5 minutes less than in August and 2 less than in the same month of the previous year.

In addition, each person (about the population universe of 47.1 million) dedicated an average of 2 hours and 33 minutes (153 minutes) a day to watch traditional television, which reflects an increase of 15 minutes compared to the previous month, but 6 less compared to September 2024.

Who watch television in Spain?

Regarding the profile of the spectators, the report indicates that those who have spent the most time to watch television have been, again, those over 64 (299 minutes a day) and women (164 minutes a day).
With regard to the location, once again, Asturias (192 minutes) and Galicia (173 minutes) are the regions where television was most seen in September.

The unique spectators accumulated in the month reached 42.7 million

According to data shared by Barlomento, the unique spectators accumulated in the month reached 42.7 million, a figure that represents that 90.7% of the population contacted traditional television. In addition, 26 million Spaniards saw television every day at least a minute, that is, 55.3% of the population.

On the contrary, according to the report, there were 4.4 million “telephone”, which means that 9% of the population did not see television at any time during the month of September. The figure is a decrease of 1.2 million compared to the previous month, which shows the return of television normality after summer.

Streaming television consumption

The report also breaks down the digital television consumption and collects “other audiovisual consumption” different from conventional television. These include the use of streaming or video platforms, recorded content, video games or radio.
In this sense, the average time of hybrid consumption has been placed in 52 minutes per person a day, as in August and 3 minutes more than in the same month of the previous year.

This makes the total time of use of the TV (traditional television + other uses) has been 206 minutes per person a day and 328 minutes per spectator a day. The data reflect a 16 -minute increase in the first case, but a 13 -minute decrease in the second, compared to the previous month.

According to Barlovento, 25% of the total use of the TV is for “other audiovisual consumption” different from conventional television, that is, use of streaming, video, recorded content, games, radio, etc.
In addition, the exclusive audience of these “other uses”, that is, the number of people who use the TV for a different activity to watch the traditional linear television, has been 3,305,000 spectators.

The most watched on television in September

In the content section, the month of September has been dominated by football and today. The most watched television broadcast has corresponded to the match played between Spain and Turkey on the occasion of the 2026 World Cup classification. He broadcast on September 7, brought together an average audience of 3,677,000 spectators, and reached 32% of the screen share.
The broadcast has also been the gold minute of the month, that is, the television minute with the highest audience: 4.4 million viewers.

Reluring the content of the format report, LA1 was made with the most watched film. It has been “the pilot”, broadcast on the “Movie de la Week” program, on September 14. Reached 1,412,000 average spectators and 13.4% of Share.

Instead, Antena 3 has raised again with the most watched series in September. It has been, once again, “dreams of freedom”, whose chapter issued on the 11th, brought together 1,316,000 spectators and accumulated 14.8% screen share.

The television audience for chains

One more month, Antena 3 has continued to lead the audience ranking for chains, with a 13%screen share. For its part, La1 once again occupies the second position, with a 11.6% share, while Telecinco closes the podium with 9.2% of the screen share.

It should also be noted, on the one hand, that the unique spectators of the chains in open have been 42.2 million, that is, 90% of the coverage. And on the other, that the set of the 80 chains that make up the payment issues reached 11.6% of the screen share.

Putting the focus on the audience for time stripes, the 1 led the morning and early morning, while Antena 3 has been the preferred option for desktop, afternoon and first. For its part, Telecinco has headed the late-night.
By Targets, Antena 3 has led between women and 1 among men. By age, the audience has been distributed: Boing has conquered children under 4 to 12 years, la1 to those from 13 to 24 and those aged 45 to 64; While Antena 3 has been made with spectators of 25 to 44 years and over 65.

In response to television groups, Atresmedia – with 6 chains in broadcast – occupies first place in the ranking with 25.9% screen share. Mediaset – with seven emission chains – follows with 23.6%, and Grupo RTVE – with five chains – closes the podium with 17.6% of the screen share.

Television advertising in September

According to Barlovento, the volume of GRPs of advertising campaigns decreased by -7.2% in September compared to the same period of the previous year, until it is located at 140,360 GRPS 20 “.
The most watched spot has corresponded to the Banco Sabadell campaign, aired on September 15 in Antena 3, in the “Sports” space, with 35 Grp’s 20 ”.

The first positions by the different advertising attributes are: