A woman between 45 and 64 years old, who spends around 4 hours a day on television and opts for fictional content, constitutes the profile of the viewer in Spain, according to an analysis carried out by Kantar. The study, collected by Europa Press, has been carried out on the occasion of the celebration of World Television Day that is celebrated this Sunday, November 21, and has a sample of 6,000 households.
According to the results of this report, among viewers, 55% are women and 45% are men. In addition, by age, although consumption is generalized in all of them, almost four out of ten are in the range of 45 to 64 years and a third are over 65.
Likewise, the study points out that these viewers consume an average of 237 minutes of television per day, that is, about 4 hours throughout the day, being the ‘prime time’ between eight thirty in the afternoon and twelve in the afternoon. night, when 30% of the minutes are consumed.
Spaniards turn on the television regularly during the week, but Sunday is the day with the most time in front of the screen, with 3% more compared to the weekly average. Mainly, fiction (movies, series) and news are consumed, which account for practically half of weekly television consumption. Thematic channels already represent 10% of the minutes.
By autonomous communities, television consumption in Spain does not show great differences and none of them falls below 3 hours a day. However, it is in Asturias and Castilla-La Mancha where a little more “TV” is seen than in other regions of the country, since both autonomies reach 259 minutes, more than 20 minutes than the national average. On the other hand, it is in the Balearic Islands and Catalonia where less time is spent in front of the screen, with less than 220 minutes a day.
The study authors have highlighted that, in all cases, television consumption has returned to more “normal” figures compared to the confinement of March (partially), April and May 2020, when Spaniards, being at home all the time , they came to exceed five hours a day. However, 2020 was on the verge of tying or exceeding the record of 2012, only 9 minutes compared to then, which coincided with the hardest phase of the economic crisis.
According to Eduard Nafría, Insights & Business Development Director of the Media Division in Kantar, “television continues to be the center of leisure at home and the one that offers the most coverage, although it is increasingly sharing time with other screens”.
“But in this fragmentation, in this new scenario, it is possible to continue measuring all audiences and knowing the individuals behind each of the screens. With this new cross-media measurement we provide a complete photograph of the audience, which is what they need to know media owners, advertisers and media agencies, “he concluded.