2022, the year with the lowest historical consumption of traditional television

Television consumption in 2022 was three hours and ten minutes per person per day (190 minutes), which translates into an 11% drop (24 minutes less per day) compared to what was recorded in 2021, according to the latest analysis of the 2022 Television-Audiovisual Sector carried out by the consultancy firm Communication in the wind. The recorded data make 2022 the year of minimum historical consumption since 1992year after which there are official measures.

In 2022, the number of people who connected to television for at least one minute a day also decreased. According to Barlovento’s report, they were 28,829,000 spectators (-1,676,000 compared to the previous year). If we analyze the television consumption of only this group of people who watched free-to-air television for at least one minute a day, this figure increases to 5 hours and 2 minutes on average per person per day (302 minutes), 6% less than in 2021.

January, the month with the highest television consumption

One more year, it’s January month of highest consumption television newspaper, with an average of 218 minutes per person updated. While the one with the lowest consumption, as usual, is August with 155 minutes per person per day.

In terms of demographic segments, women spend the most time in front of television, with a daily average of 3 hours and 25 minutes, against 2 hours and 54 minutes for men.

By age, those who watch traditional television the most are the over 65s with 5 hours and 38 minutes. They are followed by people between 45 and 64 years old with 3 hours and 55 minutes.

The age groups that recorded the greatest drop in traditional television consumption are children between 4 and 12 years old, with an average of one hour and 16 minutes (-16%), and young people between 13 and 24 years old, with an hour and 9 minutes (-fifteen%).

If we look at the autonomous communities, Asturias, Andalusia and the Valencian Community are the regions with the highest television consumption.

Ad spend will decline in 2022

The figure for television advertising investments in 2022 is not good. Advertiser investment advertising revenue projection for last year is approximately €1,700 million, which represents a decline of between 4 and 5%. which “represents moderate growth in the recovery of advertising investment in television”. Extrapolation with Infoadex data relating to investments in 2019 and 2020 indicates that investments could reach 1,800 million euros, between 9% and 10% more than in 2020, when 1,640 million euros were recorded.

“This investment projection, according to the information available with the evolution of the first ten months of 2022, 1,700 million euros, would be close to that of 2020, the second year of Covid or practically equal to 2013, the worst year of the financial crisis (2008-2013)”, according to the Barlovento report.

Mediaset and Atresmedia maintain their strength

For one more year, Mediaset España and Atresmedia will maintain their strength in the distribution of television advertising sales. Of the 1,700 million euros in turnover estimated for 2022, each of the aforementioned companies would record turnover figures of approximately 715 million euros (about 42%). As for regional chains, they are expected to get 5% more investment, a similar percentage to what payment chains should register.

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