Second EGM wave: the number of moviegoers grows and radio and television consumption decreases

For the first time, the Internet exceeds the 60% average daily access.

The data from the 2nd Wave of the General Media Study (EGM) that was made public this morning includes the field work carried out from April to mid-June.

According to these data, the behavior of media users is what is usually recorded in these months prior to the summer holidays.

The arrival of good weather reduces the consumption of radio and television. Radio has gone from assuming an average daily consumption in the 1st wave 2014 from 111 minutes to 108 minutes in the second, while on television consumption of 248 minutes has moderated to 234 minutes in the 2nd wave.

But not everything is reductions. For the first time, the Internet overcomes the barrier of 60% average daily access, reaching 60.4%. Likewise, the good weather encourages people to go outside more and the external environment also benefits from this, which impacts 59.3% on these dates, above the 57.0% of the 1st wave.

But if there is a medium that has grown in this wave, it is cinema. The average weekly viewership figure is 1,548,000, a 3.9% penetration, which represents a significant increase of almost 300,000 viewers compared to the previous wave. To find a higher number of viewers, we must go back to the 1st wave of 2010 when penetration was 4.6%, with 1,797,000 viewers on a weekly average.

Avatar versus Eight Basque surnames

Precisely in the 1st wave of 2010, the highest grossing film up to that moment was studied at the EGM, Avatar, which was seen in the cinema, according to the study, by 6,807,000 spectators, with results similar to the recent phenomenon at our box office Eight Basque surnames, which has remained very close to that record (6,741,000 viewers).

When comparing these two major film events produced in 2010 and 2014, differences can be seen in terms of the profiles of film viewers: By sex, men continue to go more to movie theaters in both cases. However, in Avatar male spectators predominate over female spectators, while in Eight Basque surnames women predominate. As far as age is concerned, the average has risen slightly (the average of 35.8 years for Avatar is surpassed by the average of 40.6 years for Eight Basque surnames). The activity of movie viewers has also changed today compared to 2010: 55.6% of moviegoers Avatar were active workers, compared to 51.1% of viewers of Eight Basque surnames.

The data on spectators by autonomous community does reflect notable differences between both films: If in 2010, 3% of spectators in the Basque Country went to see Avatar (1.7% less than the average of the Spanish population), in 2014, 9.8% of viewers of Eight Basque surnames belong to this autonomous community (more than double the national average of 4.7%).

It has yet to be determined whether this increase is due to the good results of a blockbuster film or a new push by viewers towards the cinema medium. This can be contrasted with the results that the third wave of the EGM will offer next December.