Social television in Spain is strongly consolidated

32% of all comments on Twitter in Spain during prime time are from television programs. A total of 3,900,000 unique Twitter users have commented on a television program during its broadcast.

General has just released a report on the impact of social media on television. It follows that in the last 12 months there has been a great explosion of social television in Spain. Viewer comments in real time are beginning to be part of the live content of programs, and especially talent shows and reality shows. Television networks no longer only fight for screen share but also fight for social share, which has become an element that reflects the audience's engagement with a program, nourishing it with future audiences.

And the viewer likes to be a participant in the creation of their entertainment, which is why the networks facilitate this participation and fight for social share with the dissemination of hashtags or the design of second screen applications, which allows viewers to obtain additional information and content.

It is clear that the networks are currently the biggest beneficiaries of this new way of watching and making television, but we must not forget that in a commercial television model like the one we have in Spain, advertisers play a primary role, supporting this television model with their advertising investment.

In this sense, one might think that greater engagement with the program could, in some way, erode the attention of the advertising messages, but the reality is not like that.

32% of all comments on Twitter in Spain during prime time are from television programs. A total of 3,900,000 unique Twitter users have commented on a television program during its broadcast.

According to the Tuitele report, the devices that users use most to comment on television broadcasts on social networks are Android devices (52.6%), laptop or desktop computers (20.3%), and 12.2% use an iPhone.

In the last year, the five programs with the most social audience have been The voice (Telecinco), Big Brother Fourteen (Telecinco), A prince for Corina (Four), Red Bracelets (Antenna 3) and The one that is coming (Telecinco).

By genre, sports broadcasts (22.4%), talk shows (14.0%), feature films (9.3%) and national series (8.7%) capture the highest percentage of social viewers.