La 1, thanks to football, both with the Copa del Rey and with the National Team, has achieved the most viewed television broadcasts of the month, but even so it has not managed to reduce the difference of 0.7 points of screen share that separates it from Antena 3, which once again remains the audience leader in a March of lower consumption of the medium.

This is inferred from Barlovento’s monthly audience report, prepared with data from Kantar. According to the consulting firm, the traditional television consumption time per viewer (referring to those who watch television every day) has stood at 284 minutes. This is 6 minutes less than in February, and 11 minutes less compared to the same period last year.

Furthermore, the time of traditional television consumption per person (over the entire Spanish population: 47.5 million) has been 165 minutes. The figure is 5 minutes less than the previous month, and 12 minutes less than in March 2025. The improvement in weather conditions and the prioritization of leisure away from home could be reasons for the recorded decrease.

Who watches television in Spain?

Regarding the profile of viewers, the analysis indicates that those who spent the most time watching television in March were women (176 minutes) and people over 75 years of age (355 minutes). By location, Castilla y León (199 minutes), Asturias (190 minutes) and Galicia (188 minutes) are the regions that consumed the most television.

According to the report, the unique viewers accumulated in March reached 43.8 million, which represents 92.1% of the population of Spain, which does contact traditional television. The figure represents a 0.2% growth compared to February. On the other hand, 27.6 million Spaniards watched traditional television for at least one minute every day, that is, 58.1% of the population. The data reflects a drop of -0.6% compared to the previous month.

On the other hand, there were 3.7 million “telephobes”, which means that 7.9% of the population did not watch television at any time during the month of March. The figure represents a decrease of almost half a million viewers compared to the previous month.

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 57 minutes per person per day in March. This reflects a decrease of 2 minutes compared to February, and an increase of 2 minutes compared to March 2025.

This type of consumption represents 26% of total television use in Spain; and it is broken down as follows: 51 minutes for internet or streaming, 4 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 222 minutes per person per day. The figure reflects 7 minutes less than in February, and 11 minutes less than in February of last year.
In addition, the total time of television use per viewer per day has been 339 minutes. which represents a decrease of 6 minutes compared to the previous month, and 10 compared to March 2025.

In addition, hybrid television consumption has 35.6 million total unique viewers and 14.5 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 3,480,000 viewers.

The most watched on television in March

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 Copa del Rey match between FC Barcelona and Atlético de Madrid, which was broadcast on March 3 and attracted 4,028,000 viewers with a 26.9% audience share. The most watched minute occurred at 11:01 p.m. and registered 4.7 million viewers.

However, 21 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. Some of them have achieved a greater audience than the Copa del Rey match played between Real Sociedad and Athletic de Bilbao.

Breaking down the content of the report by genre, La1 also won the most viewed film. It was “Indiana Jones and the Kingdom of the Crystal Skull”, broadcast on March 29 in the “Movie of the Week” slot. It achieved 1,345,000 viewers and 12.3% share.
On the other hand, the most watched series went to “Sueños de Libertad”, on Antena 3. The episode broadcast on March 9 attracted 1,343,000 viewers and a 15% audience share.

Network television audience

Antena 3 has once again led the audience by achieving 12.6% of the share, which represents a decrease of 0.4% compared to January. However, La1 has achieved 11.9% of the screen share, and is once again 0.7 points behind the first. For its part, Telecinco regains third position by achieving 9.3% of the 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 March

According to Barlovento, the volume of GRPs from advertising campaigns decreased by -5.4% in March compared to the same period of the previous year, reaching 134,478 GRPs 20″. The number of active campaigns, on the other hand, has grown by 11.7%.

The most viewed spot corresponded to Gaes, broadcast on Antena 3 on March 10. He achieved 16 Grp’s 20”.

The first positions for the different advertising attributes are:

• Advertiser: Procter & Gamble, with 5,476 Grp’s 20”+
• Campaign: “Securitas Direct / Alarms”, with 2,024 Grp’s 20”
• Brand: Danone, with 3,205 Grp’s 20”
• Sector: Food, with 16.9% of advertising pressure

In numbers, we have talked about:

• Advertisers: 1,549, 10.6% more than in March 2025
• Spots: 865,809, 6.3% more compared to the same period of the previous year
• Grps 20″: 134,478
• Sectors: 21
• Brands: 1,817, 10.7% more compared to March of last year
• Campaigns: 2,427, 11.7% more compared to March 2025

More info.: Barlovento hearing report March 2026