The television It is the channel chosen by consumers to follow the great cultural, social and sports events. This is highlighted by media data during the month of May, which have placed events such as Eurovision wave Champions League As the most watched and maintained stable levels of consumption, although it is in a descending trend in a context of fragmentation of attention.

According to the monthly audience report of Windwardprepared with Kantar data, which indicates that the Daily consumption time per spectator (On those who watch television every day) it was 278 minutes, that is, 5 minutes less than in April and 4 minutes less than the same month last year.

In addition, each person (over the population universe of 47.1 million) dedicated an average of 2 hours and 42 minutes (162 minutes) a day See traditional televisionwhich is only one minute less than the previous month and 8 less compared to May 2024.

Who watch television in Spain?

As for the Demographic profile of spectators, The report indicates that those who spend the longest to watch television are still those over 64 (306 minutes a day) and women (175 minutes a day).
Regarding The location, Again, Asturias (200 minutes), Castilla León (177 minutes) and Andalusia (174 minutes) are the regions where television was most seen in May.

On the other hand, Barlovento informs that Unique accumulated spectators In the month they reached 43.5 million, a figure that represents that 92.5% of the population contacted television. In addition, 27.3 million Spaniards watched television every day at least a minute, that is, 58.1% of the population.

On the contrary, according to the consultant, there were 3.5 million “Telephone”, which means that 8% of the population did not see television at any time during the month of May. The figure reflects 0.1 million more than in April and, therefore, a growing fragmentation of attention in the media landscape.

Streaming television consumption

The audience report offered by Barlovent also breaks down digital television consumption and collects “Other audiovisual consumption” Different to conventional television -which include streaming or video platforms, recorded content, video games or radio.

The consultant points out that the Average hybrid consumption time It has been 51 minutes per person per day, that is, 1 minute less than in April and 4 minutes more than in May last year. This makes the total time of television use (traditional television + other uses) has been 213 minutes per person a day
and 328 minutes per spectator a day. The data reflect a 1 minute decrease in the first case, and 7 in the second, compared to the previous month.

According to Barlovento, 24% of Total use of the TV is for “other audiovisual consumption” different from conventional television. In addition, the exclusive audience of these “other uses”, that is, the number of people who use the TV for another different activity to watch traditional linear television, is 3,150,000 spectators.

The most seen on television in May

Eurovision led the television audience In May. Specifically, the most seen were the voting of the musical contest, a broadcast that took place on May 17 in La1 of TVE and accumulated 6,315,000 spectators on average and reached 59.7% screen share.
The broadcast was made with the Gold minutethat is, the most watched television minute of the month, accumulating 7.1 million viewers at 00:21 hours.

For its part, space Eurovisionthat is, the broadcast of musical performances brought together 5,884,000 spectators and reached 50.1% Share.
The meeting between Paris Saint-Germain and Inter of Milan, as the final match Champions League, issued on May 31, accumulated 2,641,000 viewers and 26.3% of the screen share. The three spaces, issued in La1, complete the most watched podium in May.

Drawing the content of the format report, the public chain also took the more seen movie. It has been “Megalodón 2: La Tip”, broadcast on the “Movie de la Week” program, on May 11, and reached 1,283,000 spectators on average and 10.7% of the screen share.

Instead, Antena 3 has raised with The most watched series May. It has been “dreams of freedom”, whose chapter issued on the 15th, brought together 1,331,000 spectators and accumulated 14.9% Share.

The television audience for chains

Although TVE He achieved the most viewed broadcasts of the month of May, Antena 3 He has continued to lead the audience ranking by chains with a screen share of 13.3%. LA1 occupies the second position, with a 10.4%share, while Telecinco Close the podium with 9.8% of the screen share.

It should also be noted, on the one hand, that the unique spectators of the chains in open have been 43.1 million, that is, 92% of the coverage, same figures as the previous month; and on the other, that the set of the 80 chains that make up the payment issues reached 11.7% of the share.

Putting the focus on the audience for time stripesAntena 3 led the morning, the desktop, the afternoon and the prime-time, while Telecinco has done it in the late-night and energy at dawn. Por targets, Antena 3 also led between men and women; While by ages the leaders have been distributed: Boing has conquered children under 4 to 12 years, the 13 to 44 years; and Antena 3 to those over 45.

Attending to television groups, Atresmedia -With 6 chains in broadcast- occupies first place in the ranking with 26.9% screen share. Mediaset -With seven emission chains- it follows with 24.5%, and RTVE Group – With five chains- closes the podium with 15.5% of the screen share.

Television advertising in May

According to Barlovento, the volume of GRPs of advertising campaigns decreased by -7.8% in March compared to the same period of the previous year, until it is 137,348 GRPS 20 “.
The most watched spot has corresponded to the “Hac /Training Platform” campaign, by the RTVE Institute, issued on May 17 in 1, in the “Eurovision, with 16 GRP’s 20 ” space.

The first positions by the different advertising attributes are:

• Bell: “Securitas Direct / Alarms”, with 1,992 GRP’s 20 “
• Advertiser: Procter & Gamble, with 3,613 GRP’s 20 ”
• Brand: Collector’s gallery, with 3,406 GRP’s 20 ”
• Sector: Distribution and restoration, with 17% of the advertising pressure

In numbers, we have talked about:

• Advertisers: 1,539, -3.3% less than in May 2024
• Spots: 846,931, -4.6% less compared to the same period of the previous year
• GRPS 20 “: 137,348
• Sectors: 21
• Brands: 1.816, -2.7% compared to May of last year
• Campaigns: 2,433, one -2.9% compared to May 2024

More info.: Barlovent Audiences Televisión May 2025