Aerial 3 closed the year 2022 leading the television audience with a proposal that attracts viewers, despite the fact that consumption of the medium remains in a downward trend as evidenced by the data from the last wave of the EGM. The month of December, which has just ended, was the month with the lowest television consumption in history, with an average of 200 minutes per person per day.
As indicated by the monthly audience report prepared by Barlovento, with data from Kantar, each person (out of a population universe of 45.7 million) dedicated an average of 3 hours and 20 minutes per day to watch traditional television last month, which represents a decrease of -14 minutes (-7%) compared to December 2021.
13 fewer minutes of television were consumed than in December last year
Los sociodemographic groups Those who spend the most time on television are women (213 minutes) and those over 64 (352) and, by region, Castilla La Mancha (223), Castilla León (220) and Asturias (218′). Similarly, the daily consumption time per viewer (for those who turn on/watch television every day) is 311 minutes, which is 13 minutes less than in the same month last year.
As for the other uses of television (Internet, recorded content, games, radio…), the exclusive audience, i.e. the number of people who use television every day for an activity other than watching traditional linear television, is 2,169,000 viewers. Thus, 18% of total television use is for “other uses” other than conventional television viewing.
The age groups who spend the most time on “Other Uses of Television” are individuals aged 25 to 44 (59 minutes) and children aged 4 to 12 (63 minutes).
December’s Most Viewed Broadcasts
Despite the drop in television consumption, the World Championship in Qatar enjoyed an excellent following from the Spaniards, which allowed La1 to dominate the classification of most viewed broadcasts in December.
At the head of this ranking are therefore the Morocco-Spain penalties, corresponding to December 6, which managed to accumulate 13.2 million unique viewers and 70% screen share.
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The other two the most popular sports broadcasts of the month correspond to the Argentina-France penalties in La1 on 18 December, with 12,207,000 viewers and a 69.7% share; and the extension of the Morocco-Spain match on La1 on 6 December, with 11,946,000 viewers and a 68% share.
For its part, the Atresmedia channel appears only once in the ranking of the most watched programs in December, with its special “¡Happy 2023!” on December 31, which achieved an audience share of 33.5%, amassing 10.5 million unique viewers.
Audience ranking by channel
According to the Barlovento report, Antena 3 accumulates 14 consecutive months leading the TV audience. This positions it favorably compared to its main rival, Telecincowhich reached 10.7%, being the third option in December and closing the year 2022 with the lowest monthly rate in its history.
A1 it closed the year with a share of 12.7%, occupying second position in the ranking of channels, with the month of December being the highest in the last eleven years thanks to the World Cup in Qatar. Thus, the contribution of the World Cup matches is 3.9 points, 31% of the channel’s total result for the month.
On the other hand, the consultant points out that the group of more than 73 chains that make up the Payment themes (10.2%) sign the best month of December in their history.
For targets, Antena 3 is the leader in women and over 64s, while La1 is the leader in men, under 64s and in the “commercial target”. Telecinco was the most watched channel in December in the Canary Islands.
For Time ZonesAntena 3 drives the desktop, the early evening yes deep nightwhile La1 is the leader in the afternoon and early morning and Telecinco in the morning.
Attend the audience of television groups, Atresmedia, with six widespread channels, occupies the first position in the ranking with a 25.6% share. Mediaset (24.4%), with seven broadcasting channels, is the second group in the standings and Grupo RTVE (18.2%), which includes five channels, occupies the third position.
Most viewed ad of the month
The audience report indicates that during the month of December, the GRP volume of advertising campaigns decreased by -12.8% compared to the same period last year, reaching 186,000 GRP 20″. The most viewed commercial corresponds to Coca- Cola, aired on Antena3 on December 31. It got 42 20″ GRPs.
The top positions for the different advertising attributes are:
- bell: “El Corte Inglés” with 2,767 Grp’s 20”
- Advertiser: Antonio Puig, with 8,148 Grp’s 20”
- Brand: Ferrero, with 3,816 Grp of 20”
- Sector: Beauty and hygiene, with 24% of advertising pressure
In numbers we talked about:
- Advertisers: 1,679, 0.5% less than in December 2021
- Points: 1,022.40, 2.5% less than in the same period of the previous year
- Grp 20″: 186,000
- Sectors: 21
- Brands: 1986
- bells: 2,776, -5.2% compared to December 2021
Further information.: TV audience – December 2022
