Football and an adverse weather situation, added to a turbulent current situation, have favored the time that viewers have spent in front of the television in January, a month in which La1 has managed to maintain its positions against Antena 3 that has already chained 17 consecutive months of leadership in television audiences.

That is the executive summary that could be made of the monthly Barlovento audience report, prepared with data from Kantar, and which, as has been common in recent years, shows a trend towards hybrid television consumption and viewer interest in live sporting events and current information.

According to the consulting firm, the traditional television consumption time per viewer (referring to those who watch television every day) has stood at 297 minutes. This is 6 minutes more than in December, but 2 minutes less compared to the same period last year.

Furthermore, the time of traditional television consumption per person (over the universe of the Spanish population: 47.5 million), has been 175 minutes. The figure is 7 minutes more than in December, but 2 minutes less than in January 2025.

Who watches television in Spain?

Regarding the profile of viewers, the study points out that those who spent the most time watching television in January were women (185 minutes) and people over 74 years of age (368 minutes). By location, Castilla y León (211 minutes), Asturias (209 minutes) and Galicia (203 minutes) are the regions that consumed the most television.

According to the report, unique viewers accumulated in January reached 44,163,000, which represents 92.9% of the population of Spain, which
It does contact traditional television. The figure represents only a decrease of -0.1% compared to December. On the other hand, 27.8 million Spaniards watched traditional television for at least one minute every day, that is, 58.8% of the population. The data reflects an increase of 1.3% compared to the previous month.

On the other hand, there were 3.2 million “telephobes”, which means that 7.1% of the population did not watch television at any time during the month of January. The figure represents a decrease of nearly 60,000 spectators compared to December, which may be due to the effect of more adverse weather.

Streaming television consumption

The Barlovento study points out that hybrid consumption time, that linked to “other audiovisual consumption” other than traditional television, such as streaming, video games or radio, stood at 62 minutes per person per day in January. This reflects a decrease of one minute compared to December, and an increase of 7 minutes compared to January 2025.

This type of consumption represents 26% of total television use in Spain; and it is broken down as follows: 56 minutes for internet/streaming; 4 minutes for play/recorded video and another 3 minutes for others/video games and radio.

This implies that the total time of television use (traditional television + other uses) has been 237 minutes per person per day. The figure reflects 8 minutes more than in December, and 2 minutes more than in January of last year.
In addition, the total time of television use per viewer per day has been 358 minutes. which represents an increase of 7 minutes compared to the previous month, but 3 minutes more than in January 2025.

In addition, hybrid television consumption has 36.5 million total unique viewers and 15.1 million daily unique viewers.
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, has been 3,497,000 viewers.

The most watched on television in January

As is usually the case, football stands out as the most watched of the month and, therefore, grants La1 both the most watched broadcast, as well as the golden minute. It corresponded to the match played between Real Madrid and Albacete in the Copa del Rey. It was broadcast on January 14 and attracted 3,519,000 viewers with a 25.6% audience share. The most watched minute occurred at 10:54 p.m. and registered 4.3 million viewers.

The rest of the 25 most viewed broadcasts of the month correspond to Antena 3 and are distributed among its different news programs: Antena 2 Noticias 1, Antena 3 Noticias 2 and Antena 3 Noticias Fin de Semana.

Breaking down the content of the report by genre, La1 also won the most viewed film. It was “Larry Crowne, it’s never too late”, broadcast on January 17, and accumulated 1,358,000 viewers and a 13.8% audience share.

For its part, Antena 3 achieved the most watched series, once again with “Sueños de Libertad”. The episode aired on January 22 and gathered 1,415,000 viewers, with a 14.9% share.

Network television audience

Antena 3 has once again led the audience by achieving 12.9% of the share. which represents an increase of 0.1% compared to December. However, La1 has managed to maintain its distance by registering 12.2% of the screen share, and is once again 0.7 points behind the first. For its part, Telecinco closes the podium with 8.5% of the share.

Focusing on audiovisual groups, Atresmedia – with six channels on broadcast – remains in the lead with 25.5% of the screen share. Mediaset – with seven channels on broadcast – achieves 22.8% of the share, and Grupo RTVE closes the podium with 18.3% of the screen share.

Serving the audience by time slots, La 1 led the morning, afternoon and early morning, while Antena 3 has been the preferred option for after-dinner and prime-time. For its part, Telecinco has taken over late-night.
By targets, Antena 3 has led among women and La 1 among men. By age, the audience has been distributed: Boing has conquered those under 4 to 12 years old, La1 to those between 13 to 64 years old, and Antena 3 to those over 65.

Television advertising in January

According to Barlovento, the volume of GRPs from advertising campaigns decreased by -7.1% in January compared to the same period of the previous year, reaching 131,249 GRPs 20″. The number of active campaigns, on the other hand, has grown by 7.2%.

The most viewed spot was Movistar, broadcast on Antena 3 on January 1. He achieved 24 Grp’s 20”.

The first positions for the different advertising attributes are:

• Advertiser: Procter & Gamble, with 5,306 Grp’s 20”
• Campaign: “Securitas Direct / Alarms”, with 2,041 Grp’s 20”
• Brand: Gallery of the Collector, with 3,132 Grp’s 20”
• Sector: Distribution and restaurants, with 17.3% of advertising pressure

In numbers, we have talked about:

• Advertisers: 1,350, 6.1% more than in January 2025
• Spots: 797,701, 7.7%% less compared to the same period of the previous year
• Grps 20″: 131,249
• Sectors: 21
• Brands: 1,567, 4.7% more compared to January of last year
• Campaigns: 2,078, 7.2% more compared to January 2025

More info.: Barlovento hearing report – January 2025