Football has once again stood out in the audience television during November, a month in which consumption time has been driven by various factors, including weather or interest in news coverage of the impact of dana in our country. And although sport has given the most watched broadcast to La1, Antena 3 is the one that has continued to lead the audience.

This is reflected in the monthly report on television consumption, prepared by Windward with data from Kantar. The data indicate that the daily consumption time per viewer (on those who watch television every day) in the month of September was 294 minutes, that is, 8 minutes more than in October, and 8 minutes less than in November of last year.

Who watches television in Spain?

Furthermore, each person (out of the population universe of 46.6 million) spent an average of 2 hours and 56 minutes (176 minutes) per day on watch traditional television, which is 7 minutes more compared to the previous month, but 12 minutes less compared to the same period in 2023.

Regarding the demographic profile of viewers, The report indicates that those who have spent the most time per day watching television are women (188 minutes) and those over 64 years of age (329 minutes). As for the location, Asturias (211 minutes) and Castilla La Mancha (191 minutes) are the regions where television has been watched the most.

On the other hand, Barlovento reports that the cumulative unique viewers In the month they reached 43.3 million, which means that 92.9% of the population contacted television in November. This is one percentage point more compared to October. Besides, 27.9 million Spaniards watched television every day at least one minute, that is, 59.9% of the population.

On the contrary, according to the consultant, there were 3.3 million “telephobes”, which means that 7% of the population did not watch television at any time during the month of November. The figure reflects 0.4 million less than in the month of October and, therefore, an improvement in the reach of the medium.

Streaming television consumption

As has been customary for a few months, the Barlovento report also breaks down digital television consumption, and includes “other audiovisual consumption” different from conventional television -which include streaming or video platforms, recorded content, video games or radio-.

Thus, the average time spent per person per day was 53 minutes, that is, 3 minutes more than in October and 4 minutes more than in November of last year. Thus, the total TV usage time (traditional television + other uses) has been 229 minutes per person per day; and 343 minutes per viewer per day. These figures reflect an increase of 10 minutes in both cases compared to the previous month.

According to Barlovento, 23% of total television use is for “other audiovisual consumption” other than conventional television. Furthermore, the exclusive audience for these “other uses”that is, the number of people who use the television daily for an activity other than watching traditional linear television, is 3,150,000 viewers.

The most watched on television in Spain in November

Beyond the fight between David Broncano and Pablo Motos, which was once again the subject of conversation during November, sport has once again captured the audience. Thus, the match between Spain and Switzerland, held on November 18 as part of the UEFA Nations League, has been the most viewed of the month, accumulating an average audience of 3,434,000 viewers and achieving a 25.3% share.

However, the list of 25 most viewed broadcasts of the month are distributed between the Antena 3 news programs, “El Hormiguero” and “La Revuelta”. Arturo Pérez-Reverte’s visit to the Atresmedia program occupies third position in the ranking, after the match between Denmark and Spain in the framework of the same competition.

Breaking down the content of the report by format, the public chain has obtained the most viewed movie of the month. It was “San Andrés”, broadcast on the “Movie of the Week” program on November 24, and reached 1,485,000 viewers on average and 12.8% of the screen share.

Instead, the most watched series of November and it was once again “Dreams of freedom”, broadcast on Antena 3. Specifically, the episode of November 13 accumulated 1,284,000 viewers and a 13% share.

On the other hand, the golden minute, that is, the most viewed minute of the month, occurred
during the broadcast of the aforementioned football match on November 18 at 10:29 p.m. and registered an audience of 4.2 million viewers.

Network television audience

The proposal of Antenna 3 As a whole, it once again convinced viewers and has given, for yet another month, leadership in audience to the network. Thus, despite losing two tenths, the Atresmedia channel leads the television ranking by audience with 12.6% of the share. They follow him La1 with 10.2%, and Telecinco in third position with 9.3% of the screen share.

We also highlight two data of interest: on the one hand, unique viewers of free-to-air channels have reached 42.8 million (92%) coverage; and on the other hand, the set of 80 channels that make up the paid themes reached 10.7% of the share.

Putting the focus on time slots, Antena 3 led the after-dinner, afternoon, and prime-time, while La1 has done so in the morning and early morning, leaving late-night in the hands of Telecinco. By targetsAntena 3 has dominated in both men and women; while by age, it has conquered individuals from 13 to 75+, leaving children from 4 to 12 in the hands of Boing.

Focusing on television groups, Atresmedia -with 6 channels in broadcast- occupies first place in the ranking with 27% share. Mediaset -with six channels in broadcast- follows with 24.6%, and RTVE Group – with five channels – closes the podium with 15.6% of the screen share.

Television advertising during November

According to the Barlovento audience report, the volume of GRPs from advertising campaigns decreased by -8.6% in November compared to the same period last year, reaching -8.6%. 155,227 GRPs 20″. He most viewed spot corresponded to “Lidl-Supermercado”, broadcast on Telecinco in the “Informativos” space on November 3, with 37 GRPs 20″.

The first positions for the different advertising attributes are:

• Bell: “Lidl/supermarket”, with 2,054 Grp’s 20”
• Advertiser: Procter & Gamble, with 7,023 Grp’s 20”
• Brand: Collector’s gallery, with 3,787 Grp’s 20”
• Sector: Distribution and restoration, with 17% of advertising pressure

In numbers, we have talked about:

• Advertisers: 1,564, -1.3% more than in November 2023
• Spots: 992,091, -5.3% more compared to the same period of the previous year
• Grps 20″: 155,227
• Sectors: 21
• Brands: 1,853, -1.3% more compared to November of last year
• Campaigns: 2,726, -3.2% more compared to November 2023

More info.: Barlovento hearing report – November 2024