2011: the profound transformation of the television model continues

The television business model continues its profound readjustment in a context of economic and advertising crisis. TVE's La1 is once again the most watched channel in Spain for the third consecutive year with a 14.5% share. Television fragmentation is once again becoming more acute while advertising investment decreases by between 8 and 10%.

According to the annual hearing report prepared by Windward Communication With data from Kantar Media, the television and audiovisual market continues to be immersed in a profound transformation.

The digital switch-on that took place a little over a year and a half ago coincided with a horizon of economic crisis that has had an extraordinary impact on the sector. Agents in the medium are immersed in a readjustment of their business models to which none has been an exception; the integration of Telecinco and Cuatro (effective in the last days of 2010), the merger by absorption of Antena 3-La Sexta (which will polarize the competitive and advertising scenario), the business declines and disappearances of networks (stifled by a difficult financial situation, such as CNN+), the difficulties of the television sector (private but above all public, with the regional ones at the head), and the new births of channels (13TV, Divinity...) have audiovisually marked the recently concluded year 2011.

Hearings

In terms of audiences, despite the decrease of 1.5 points due to the atomization of the market, La 1 (14.5%) leads the annual ranking of most watched channels for the third consecutive year, ahead of Tele 5 (14.2%) and Antena 3 (11.5%). La FORTA averages 10.4%, Cuatro adds 6.1% and La Sexta 5.7%.

By business groups, Mediaset España is the outstanding leader after its integration with Cuatro, with 26.4%. The CRTVE accumulates 22.2% while the Antena 3 group, 17.1%.

The set of 'Themes with TDT concession' reached a 24.6% share in 2011, almost a quarter of the national market. In December, the figure rises to 24.7% quota. The fragmentation of audiences continues to worsen; 2011 has been the year in which the three major general broadcasters (La 1, Tele 5 and Antena 3) have the lowest screen share: only 40.2%.

La1 is the leader in men, over 45 years of age and in the Galician, Madrid, Valencian, Castilian-La Mancha, Castilian-Leonese, Asturian, Aragonese, Balearic, Murcian and “rest” areas. Tele 5, for its part, rules in women, young adults (25 to 44 years), Andalusia, the Basque Country and the Canary Islands. Antena 3 is the channel most watched by young people (13 to 24 years old), Clan by children (4 to 12 years old) and TV3 is the leader in Catalonia.

La1 leads the days on Monday, Tuesday, Saturday and Sunday, while Telecinco does the same on Wednesday, Thursday and Friday.

By time slots, La1 is the leader in the morning, after-dinner and evening hours I, Telecinco in the afternoon and evening II and the Pago Thematics in the early morning.

Taking into account the variables that Kantar Media provides and that Barlovento collects, the public channel manages to be the first television option for 'couples with older children' (along with Tele 5), 'adult couples without children' and 'retirees'. Telecinco
obtains leadership in the segments 'independent young people', 'young couples without children', 'single-parent households', 'independent adults', Antena 3 in 'couples with medium children' and Clan in 'couples with small children'.

Regarding the so-called study of “constellations” or “ways of watching television”, it is observed how most of the time television is watched individually. This circumstance extends to almost all chains. Among the most veteran generalists, Antena 3 is the channel that has the highest type of “group” viewing (three or more people) and “dual” public channels (as a couple). In this sense, Telecinco is the most “individual”.

Advertising investment

The television advertising investment figures collected by Infoadex corresponding to the first nine months of the year (1,635 million euros between January and September 2011) point to a percentage decrease compared to 2010 of –7.5%, although the forecasts for the last quarter of the year indicate a greater decrease, between 8 and 10%. The statistical projection at the end of this year would reach a figure close to 2,250 / 2,300 million euros, around 200 less than the 2,472 million euros in 2010.

In terms of television consumption, the 239 minutes consumed per person per day represent a new record for television consumption in Spain. It is the third consecutive year of increases and the figure is 5 minutes more than the previous year. New technologies do not seem to affect the television medium, but rather on the contrary, they provide feedback to the audiovisual product.

Access to TELEVISION ANALYSIS 2011 prepared by Barlovento Comunicación.