Television in Spain: 2009 Report

according to the book Television in Spain: 2009 Report presented yesterday in Madrid, the television audience in 2008 was higher than in the previous year, with a profile predominantly female, lower-middle class and over 45 years old.

Television in Spain: 2009 Report, a book presented yesterday within the framework of the UTECA Conference, reveals that television consumption is increasing, with a predominantly female profile, mainly in the lower-middle class target over 45 years old. Even so, there has been a decline in the traditional audience, more pronounced in public television, which has dropped from levels of 30% to 16% in just two years, which highlights the change in model. Private television channels have experienced a growth in their audiences, partly motivated by the appearance of La Cuatro and La Sexta, and thematic channels have also increased their audiences significantly, as has DTT.

At the book presentation Television in Spain: 2009 Report, Alfonso Sánchez Tabernero, director of the CIEC-IESE of the University of Navarra, was in charge of opening the turn of interventions with a summary of the results contained in the report, among which two important lines of future stand out: the confirmation that public television continues to maintain a brand image linked to news spaces, while fiction and varieties are more related to private television, and that there is a segment of the public with a high risk of "flight" that is made up of young people and people with a highly educated (and upper class) who are stopping watching television.

Sánchez Tabernero confirmó también un incremento en el sector de la producción para televisión y una definitiva fragmentación de las audiencias. Sobre la publicidad ha comentado que, en base a las cifras que arroja el estudio, sufre una fuerte crisis que ha hecho disminuir los ingresos de las televisiones que se verán obligadas a buscar otras fuentes de financiación alternativa a los spots publicitarios. Todo ello, en su opinión, acabará marcando una fuerte tendencia a la concentración de cadenas y operadores.