The battle for television audiences has entered a new cycle. Until September 2021, Telecinco led the medium, but Antena 3 turned the metrics around, underpinning a reign that is now threatened by the growth of La1. And the public channel has managed to reduce the gap with the Atresmedia channel and is less than one point away from the leadership, thanks to a strategy based on the broadcast of sports competitions and entertainment.

This is what can be inferred from Barlovento’s monthly audience report, prepared with Kantar data. Thus, Antena 3 has remained at the top in October with 13.1% of the screen share, leading 14 consecutive months in first position; while La1 has achieved 12.3%, its best October in the last 14 years, according to the consulting firm. This represents a difference of only 0.8 points.

All this in a month in which consumption remains similar to recent periods, but shows a decrease over the last year. The daily consumption time per viewer (referring to those who watch television every day) in the month of October was 274 minutes, that is, one minute less than in September, but twelve minutes less than in October of the previous year.

In addition, each person (out of the population universe of 47.1 million) spent an average of 2 hours and 37 minutes (157 minutes) a day watching traditional television, which is 4 minutes more than last month and 12 minutes less compared to October 2024.

Who watches television in Spain?

Regarding the profile of viewers, the report indicates that, once again, those who have spent the most time per day watching television have been those over 64 years of age (299 minutes per day) and women (164 minutes per day).
Regarding location, once again, Asturias (189 minutes) and Galicia (185 minutes) are the regions where television was watched the most in October.

According to the data offered by Barlovento, the unique viewers accumulated in the month reached 43 million, a figure that represents that 91.4% of the population contacted traditional television. Furthermore, 26.9 million Spaniards watched television for at least one minute every day, that is, 57.1% of the population.

On the contrary, according to the report, there were 4 million “telephobes”, which means that 9% of the population did not watch television at any time during the month of October. The figure represents a decrease of 400,000 spectators compared to September, which may be due to the effect of more adverse weather.

Streaming television consumption

The report also breaks down digital television consumption and includes “other audiovisual consumption” different from conventional television – which includes streaming or video platforms, recorded content, video games or radio.
In this sense, the average hybrid consumption time is once again at 52 minutes per person per day, the same figure as in September and 2 minutes more than in the same month of the previous year.

This implies that the total time of television use (traditional television + other uses) has been 210 minutes per person per day (4 minutes more than last month) and 324 minutes per viewer per day (four minutes less than in September).

Thus, 25% 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, has been 3,430,000 viewers.

The most watched on television in October

As is usually the case, football stands out as the most watched of the month and, therefore, grants La 1 both the most watched broadcast and the golden minute. It corresponded to the match played between Spain and Bulgaria as part of the qualification for the 2026 World Cup. It was broadcast on October 14 and brought together 3,770,000 viewers with a 30.1% audience share.
The most watched minute occurred at 10:18 p.m. and registered 4.4 million viewers.

Breaking down the content of the report by format, La1 also won the most viewed film. It was “Geostorm”, broadcast on October 19, and accumulated 1,379,000 viewers and a 12% audience share.

For its part, Antena 3 has once again won the most watched series of October. It was, once again, “Dreams of freedom”, whose episode broadcast on the 23rd gathered 1,309,000 viewers and accumulated a 15.8% share.

Network television audience

As mentioned in the first paragraphs, Antena 3 has once again led the audience by achieving 13.1% of the share. which represents an increase of 0.4% compared to the previous October. However, La1 has managed to close the gap by registering 12.3% of the screen share, and is only 0.8 points behind the first. It has grown 2.2 points compared to the same month of the previous year.
For its part, Telecinco closes the podium with 9.4% of the share, which represents a decrease of 0.3 points compared to October 2024.

Looking at television groups, Atresmedia – with 6 channels on broadcast – occupies first place in the ranking with 25.9% of screen share. Mediaset – with seven channels on broadcast – follows with 24%, and Grupo RTVE – with five channels – closes the podium with 18% of the screen share.

Serving the audience by time slots, La 1 led the morning and afternoon, while Antena 3 has been the preferred option for after-dinner and prime-time. For its part, Telecinco has taken over late-night and Energy has led the early morning. 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 October

According to Barlovento, the volume of GRPs from advertising campaigns decreased by -12.3% in October compared to the same period of the previous year, reaching 152,217 GRPs 20″. The number of active campaigns, on the other hand, has grown by 14.5%.

The most viewed spot corresponded to Santalucía Seguros, broadcast on La1 on October 11, in the World Cup qualification match between Spain and Georgia. He achieved 23 Grp’s 20”.

The first positions for the different advertising attributes are:

• Campaign: “Securitas Direct / Alarms”, with 2,000 Grp’s 20”
• Advertiser: Procter & Gamble, with 5,133 Grp’s 20”
• Brand: Lidl, with 2,986 Grp’s 20”
• Sector: Distribution and restoration, with 19% of advertising pressure

In numbers, we have talked about:

• Advertisers: 1,552, 8.4% more than in October 2024
• Spots: 1,092,400, 7.1% more compared to the same period of the previous year
• Grps 20″: 152,217
• Sectors: 21
• Brands: 1,826, 8.7% more compared to October last year
• Campaigns: 2,582, 14.5% more compared to October 2024

More info.: Television audiences report October 2025