The duel between “El Hormiguero”, broadcast on Antena 3, and “La Revuelta”, offered by TVE, has been what has dominated the conversation about television in the last month. And the arrival of David Broncano has been a shock to the leadership of the audience in prime time, but it has not boosted the performance of the public channel enough to snatch the first position from the Atresmedia channel.

This is clear from the monthly television audience report offered by Windward, and prepared with data from Kantar, about the month of September. The data indicate that the daily consumption time per viewer (on those who watch television every day) for the month of September has been 277 minutes, that is, 12 minutes less than in August, and 14 minutes less than September of the previous year.

Who watches television in Spain?

Besides, everyone (over the population universe of 46.6 million) dedicated an average of 2 hours and 39 minutes (159 minutes) per day to watch traditional television, which is 14 minutes more compared to last month, but 13 minutes less compared to the same period in 2023. This represents the stabilization of consumption after the holiday period and a summer marked by events such as the Euro Cup or the Olympic Games.

Regarding the demographic profile Of the viewers, the report indicates that those who have spent the most time per day watching television are women (168 minutes) and those over 64 years of age (297 minutes). As for the location, Asturias (197 minutes), Galicia (175 minutes) and Valencian Community (172 minutes).

On the other hand, Barlovento reports that the unique viewers accumulated in the month reached 42.8 millionwhich means that 91.9% of the population contacted television in September. This is two percentage points more compared to August. In addition, 26.7 million Spaniards watched television for at least one minute every day, that is, 57.2% of the population, which reflects an increase of 7 points compared to August.

On the contrary, according to the consultant, there were 3.8 million “telephobes”, which means that 8% of the population did not watch television at any time during the month of September. The figure reflects 1.2 million less than in the month of August and, therefore, an improvement in the reach of the medium.

Streaming television consumption

attending to “other audiovisual consumption” different from conventional television – which include streaming or video platforms, recorded content, video games or radio – the average time spent per person per day was 49 minutes, that is, 4 minutes more than in September of last year. Thus, the total TV usage time (traditional television + other uses) has been 208 minutes per person per day; and 326 minutes per viewer per day.

According to Barlovento, 24% of total television use is for “other audiovisual consumption” different from 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, is 2,447,000 viewers, the same as in previous months.

The most watched on television in Spain in September

Beyond the fight between David Broncano and Pablo Motos, the sport has once again monopolized the audience in September. Thus, the match between Switzerland and Spain, held on September 8 as part of the UEFA Nations League, has been the most viewed of the month, accumulating an average audience of 3,284,000 viewers and achieving a 29.3% share.

However, the list of the 35 most viewed broadcasts of the month is divided between “El Hormiguero” and “La Revuelta”. The visits of Lamine Yamal and Victoria de Marichalar to the Antena 3 program occupy the second and third position, respectively, in the ranking.

Breaking down the content of the report by format, the public chain has obtained the most viewed movie of the month. It was “The Worst Neighbor in the World”, broadcast on the “Movie of the Week” program on September 22, and reached 1,812,000 viewers on average and 16.3% of the screen share.

Instead, the most watched series September was once again “Dreams of freedom”, broadcast on Antena 3. Specifically, the September 30 episode accumulated 1,338,000 viewers and a 14.8% share.

On the other hand, the golden minutethat is, the most viewed minute of the month, occurred
during the broadcast of the aforementioned football match on September 8 at 10:34 p.m. and registered an audience of 3.7 million viewers.

Network television audience

Despite the arrival of “La Revuelta” and David Broncano to La1, the proposal of Antenna 3 As a whole, it continues to convince viewers and has given, for yet another month, leadership in audience to the network. Thus, the Atresmedia channel leads the television ranking by audience with 12.8% of the share, followed by La1 with 9.7%, and Telecinco in third position with 9.5% of the screen share.

We also highlight two data of interest: on the one hand, unique viewers of free-to-air channels have reached 42.3 million (91%) coverage; and on the other hand, the set of 80 channels that make up the paid themes reached 11.4% of the share.

Taking into account the time slotsAntena 3 led the morning, after-dinner, afternoon, and prime-time, while Telecinco has done so in late-night; and Energy led the early morning. By targets, Antena 3 has dominated in both men and women; while by age, it has conquered individuals from 13 to 24 years old and from 45 years old. For its part, Boing leads among people from 4 to 12 years old, and Telecinco has conquered the group from 25 to 44 years old.

Focusing on television groups, Atresmedia -with 6 channels in broadcast- occupies first place in the ranking with 26.2% share. Mediaset -with seven channels in broadcast- follows with 24.8%, and RTVE Group – with five channels – closes the podium with 14.9% of the audience share.

Television advertising of the month of September

According to the Barlovento audience report, the volume of GRPs from advertising campaigns decreased by -7.5% in September compared to the same period last year, reaching 151,261 GRPs 20″. The most viewed spot has corresponded to “Nature Views – Torrevieja City Council”, broadcast on Antena 3 in the “El Hormiguero” space on September 3, with 24 GRPs 20″.

The first positions for the different advertising attributes are:

• Bell: “Lidl/supermarket”, with 1,978 Grp’s 20”
• Advertiser: Procter & Gamble, with 5,336 Grp’s 20”
• Brand: Lidl, with 2,705 Grp’s 20”
• Sector: Distribution and restoration, with 18% of advertising pressure

In numbers, we have talked about:

• Advertisers: 1,467, 3.8% more than in September 2023
• Spots: 1,040,560, 4% more compared to the same period of the previous year
• Grps 20″: 151,261
• Sectors: 21
• Brands: 1,736, 3.1% more compared to September of last year
• Campaigns: 2,318, 0.5% more compared to September 2023

More info.: Barlovento hearing report – September 2024