 SPAIN | TV CONSUMPTION |
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| TV in Spain: More Fragmentation, More Competition |
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With an underwhelming 13% market share, La 1 and Telecinco were ratings co-leaders in April. New networks appear and the scenario becomes more diverse.
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4 hours and 14 minutes: that was the average time people in Spain devoted to watching TV in April, according to Barlovento Comunicación's latest report, making April the month with the highest viewing percentage in the country's history. The number was 18 minutes higher vs. April 2011, and 36 minutes higher tan a decade ago.
After months of being the leader, La 1 (RTVE) lost its position to Telecinco (Mediaset España) in March. Now, the universe is split equally: 13% market share for each company. Yet, it has been the lowest number necessary to be leader, and the minimum ever for Telecinco. Antena landed in third place with 12.2% share, followed by Cuatro (5.9%) and La Sexta (4.6%, its worst result since October 2007).
Mediaset España remains the leader with 26.8% market share, 7% higher than TVE (19.5%) and nine above Antena 3 (17.7%).
Meanwhile, April's results show an increasing audience fragmentation: while some DTT networks reached all-time highs (Boing, with 1.6%, Paramount Channel with 1.1%, 13 TV with 1% and MTV with 0.8%), major networks (Telecinco, La 1 and Antena 3) reached their lowest lows: 38.2%.
DTT broke its own monthly record with 80.5%, while cable registered 14.7% and satellite 4.7%.
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Por grupos, Mediaset España se mantiene a la cabeza, con un 26,8% de cuota de pantalla. Se adelanta más de siete puntos de TVE (19,5%) y nueve de sobre Antena 3 (17,7%).
Por su parte, los números de abril muestran una intensificación de la creciente fragmentación de la audiencia. Así, mientras que algunos canales de TDT registraron sus máximos (Boing, de Mediaset, con el 1,6%; Paramount Channel, del Grupo Vocento, 1,1%; 13TV, del Grupo Unidad Editorial, 1%; y MTV, también de Vocento, 0,8%), las tres grandes cadenas (Telecinco, La 1 y Antena 3) sumaron en conjunto su mínimo mensual: 38,2%.
El consumo a través de TDT alcanzó su récord mensual, con un 80,5%. En tanto, el cable marcó un 14,7% y el satélite un 4,7%, ambos porcentajes más bajos que el mes anterior.
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Where Everything Grows
