One month of March characterized by an adverse climate has left a greater consumption of television, both traditional and hybrid, and has hunched the struggle for the audience Among the great chains of our country. And although football issued by 1 has continued to monopolize the interest of the public for another month, Telecinco’s commitment to the realities has relieved the period of low audiences of the Mediaset Canal.

They are some of the conclusions that can be detached from the monthly television audience report made by Windward from data from Kantar. It states that the daily consumption time per spectator (on which
They watch television every day) has been 295 minutes, that is, 5 minutes more than in February, but 6 minutes less than in the same month last year.

In addition, each person (over the population universe of 47.1 million) has dedicated an average of 177 minutes (2 hours and 57 minutes) a day to see the Traditional television. This means four minutes more than the previous month, but 3 minutes less compared to March 2024.

Who watch television in Spain?

Attending to Demographic profile of spectators, The report points out that those who have spent the most time watch television are women (191 minutes) and those over 64 (330 minutes). As for the locationAsturias (206 minutes) and Castilla La Mancha (196 minutes) are the regions where television has been seen most.

On this occasion, the Unique accumulated spectators In the month of March they have reached 43.7 million, which means that 92.8% of the population has contacted traditional television. In addition, 28.2 million Spaniards have seen television every day at least a minute, that is, 59.9% of the population of our country.

On the other hand, in March there have been 3.4 million “Telephone.” Therefore, 7% of Spaniards have not seen television at any time during the month of March. The figure 0.3 million less than in February.

Streaming television consumption

The audience report offered by a dwelling also breaks down the Digital television consumption and collects “other audiovisual consumption” different from conventional television -which include streaming or video platforms, recorded content, video games or radio.

The consultant points out that the average time of hybrid consumption It has been 56 minutes per person per day, that is, 2 minutes more than in February and 5 minutes more than in March last year. This makes him Total TV use time (traditional television + other uses) It was 233 minutes per person a day
and 349 minutes per spectator a day. The data efficient an increase of 5 minutes in the first case, and 7 in the second, compared to the previous month.

According to Barlovento, 24% of the 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 the traditional linear television, is 3,184,000 spectators, about 6,000 spectators less than in February.

The most seen on television in March

Football has re -leaded the television audience. Specifically, the most watched of the month were the penalties of the Party between the Netherlands and Spain held in the framework of the UEFA Nations League. The retransmission took place on March 23 at 1 and gathered an average audience of 6,467,000 viewers and 46.2% screen share. In addition, the extension and the party itself close the podium as the three most viewed broadcasts of the month of March.

Drawing the content of the format report, the public chain also took the more seen movie. It has been “The Equalizer 3”, broadcast on the “film of the week” program, on March 30, and reached 1,886,000 spectators on average and 15.5% of the screen share.

Instead, Telecinco has raised the More viewed series March. It has been “La Favorita 1922”, whose chapter issued on March 17 brought together 1,560,000 spectators and accumulated 17.1% Share.

On the other hand, The golden minutethat is, the most watched minute of the month, occurred
during the issuance of the penalties of the aforementioned meeting between Spain and the Netherlands. It took place on March 23 at 23: 26h and registered an audience of 6.8 million viewers.

The television audience for chains

Antena 3 The audience ranking for chains continues to lead, with a screen share of 12.5%. However, unlike previous months, changes in the podium are observed: Telecinco He has achieved the second position, with a 10.7%Share, which shows that his proposal, headed by “the island of temptations,” has conquered the public. 1 It stays third with 10.3% of the screen share.

It should also be noted, on the one hand, that the unique spectators of the Open chains They have been 43.1 million, that is, 92% of the coverage; and on the other, that the set of the 80 chains that make up the Payment themes They reached 11.3% of Share.

Attending to the audience for time stripes, Antena 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. By targets, LA1 led in men and antenna 3 in women; While by ages the leaders have been distributed: Boing has conquered children under 4 to 12 years, the 13 to 24 years; Telecinco to the spectators from 25 to 44 years and antenna 3 to those over 45.

Focusing on television groups, Atresmedia -With 6 chains in broadcast- occupies first place in the ranking with 26% screen share. Mediaset -With seven emission chains- it follows with 25.6%, and RTVE Group – With five chains- closes the podium with 15.3% of the screen share.

Television advertising in March

According to Barlovento, the volume of GRPs of advertising campaigns decreased by -8.4% in March compared to the same period of the previous year, until it is located at 142,154 GRPS 20 “.
He most watched spot It has corresponded to the “Adidas” campaign, broadcast on March 23 at 1, in the “UEFA Nations League” space, with 19 GRP’s 20 ”.

The first positions by the different advertising attributes are:

• Bell: “DIRECT / Alarms Securitas”, with 2,012 GRP’s 20 “
• Advertiser: Collector’s gallery, with 5,041 GRP’s 20 ”
• Brand: Collector’s gallery, with 5,041 GRP’s 20 ”
• Sector: Distribution and restoration, with 18% of the advertising pressure

In numbers, we have talked about:

• Advertisers: 1,399, -9.1% less than in March 2024
• Spots: 814,430, -10.6% less compared to the same period of the previous year
• GRPS 20 “: 142,154
• Sectors: 21
• Brands: 1,642, -8.3% compared to March last year
• Campaigns: 2,169, -47.1% compared to March 2024

More info.: Report Audiences Barlovento March 2025