After a summer of records for La1, in which an average of 15.7 million viewers saw Spain win the Soccer World Cup – the second most watched event in history in our country -, Antena 3 once again regained its usual leadership in television audience during the month of August. The medium’s consumption experienced a slight decrease compared to the previous month derived from natural seasonality, according to Barlovento’s monthly audience report.

The analysis indicates that the time of traditional television consumption per viewer (over the total number of those who watch television each day) stood at 279 minutes. This is one minute less than in July and one minute less than in August of last year.
On the other hand, the time of traditional television consumption per person (over the universe of the Spanish population: 47.5 million), has been 137 minutes. The figure is 16 minutes less than the previous month, and one minute less than in August 2025.

Who watches television in Spain?

Taking into account the profile of the viewers, the analysis indicates that those who spent the most time watching television in August were women (143 minutes) and people over 74 years of age (295 minutes). By location, Castilla y León (173 minutes), Asturias (164 minutes) and Andalusia (163 minutes) are the regions that consumed the most television.

According to the report, unique viewers accumulated in August reached 42.1 million, which means that 88.6% of Spain’s population does contact traditional television. On the other hand, 22.9 million Spaniards watched traditional television for at least one minute every day, that is, 48.3% of the population.

It should be noted that in August there were 5.4 million “telephobes”, which means that 11.4% of the population did not watch traditional television at any time. The figures as a whole reflect a transfer from leisure at home to activity outside of it as a result of the summer period.

Streaming television consumption

Barlovento’s analysis 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 55 minutes per person per day in August. This reflects an increase of 2 minutes compared to July, and an increase of 3 minutes compared to August 2025.

This type of consumption represents 29% of total television use in Spain; and is distributed as follows: 50 minutes for internet or streaming, 3 minutes for “play” or recorded video; and 2 minutes for video games, radio and other actions.

This implies that the total time of television use (traditional television + other uses) has been 192 minutes per person per day, that is, 14 minutes less than in July, but 2 minutes more than the same period last year.
In addition, the total time of television use per viewer per day has been 342 minutes. which represents an increase of 5 minutes compared to the previous month, and 1 minute compared to August 2025.

On the other hand, hybrid television consumption has 33.9 million total unique viewers and 12.8 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 3,400,000 viewers.

The most watched on television in August

The solar eclipse experienced on August 12, turned into a social event, stood out as the most watched on television during the month of August. Its live broadcast as part of a special edition of the program “Aqui la tierra” on La 1 accumulated an average audience of 2,131,000 viewers, and a share of 27.3%. What’s more, it is the only exception in a list of the 25 most watched broadcasts dominated by Antena 3’s informative proposal.

The Atresmedia channel won, among other things, the golden minute. It occurred on August 31 at 2:56 p.m. during “The Roulette of Luck”, broadcast on Antena 3, with 2,404,000 viewers.
Breaking down the content of the report by genre, Antena 3 has also achieved the most viewed film: “The Hour of the Spider”, broadcast on August 1 in the “Multicine” space. It achieved 1,285,000 viewers and 16.7% share.
For its part, the most watched series has once again fallen to “Sueños de Libertad”, also on Antena 3. The episode broadcast on August 31 gathered 1,198,000 viewers and a 13.9% audience share.

The television audience, by networks

Consequently, Antena 3 managed to lead the television audience in the month of August with 11.9% of the screen share, regaining leadership after a month of July in which La1 won. This left the TVE network in second position with 11.5% of the share, and the television networks as a whole closing the podium with 8.8%. Telecinco fell to fourth place with 7.8% of the audience share.

Serving the audience by time slots, La 1 led the morning, afternoon and early morning hours, while Antena 3 took over the after-dinner, prime time and late-night hours. As for the targets, TVE reigned in all audiences, with Boing among children from 4 to 12 years old and with La 1 in ages from 13 to 74 years; with the exception of the population over 75 years of age that connected with Antena 3.

By audiovisual groups, Atresmedia, with six channels on broadcast, was at the top of the audience with 24.4% of the screen share; followed by Mediaset, with seven channels on broadcast, which has achieved 21.7%. Third place is occupied by RTVE, with 18.7% of the share.

Television advertising in August

According to Barlovento, the volume of GRPs from advertising campaigns decreased by -13.3% in August compared to the same period of the previous year, reaching 81,128 GRPs 20″. The number of active campaigns, on the other hand, has decreased by -4.5%.

The most viewed spot corresponded to Galería del collector, broadcast on Antena 3 on August 5. He achieved 16 Grp’s 20”.

The first positions for the different advertising attributes are:

• Advertiser: Procter & Gamble, with 3,665 Grp’s 20”+
• Campaign: “Verisure / Alarms”, with 2,220 Grp’s 20”
• Brand: Collector’s Gallery, with 3,114 Grp’s 20”
• Sector: Distribution and Restaurants, with 23.7% of advertising pressure

In numbers, we have talked about:

• Advertisers: 1,079, -5.5% less than in August 2025
• Spots: 605,182, -10.1% less compared to the same period of the previous year
• Grps 20″: 1,128
• Sectors: 21
• Brands: 1,245, -5.5% less compared to August of last year
• Campaigns: 1,646, -4.5% more compared to August 2025