'Old-young' viewers spend an average of five hours a day watching television

In its latest report, Barlovento analyzes the behavior of viewers in the 'old-young' group, that is, those between the ages of 50 and 64.

According to the International Center on Aging (PRICE) "the latest generation of older adults is proving to be healthier and wealthier than their predecessors, and they are spending more and more on technology, food and experiences instead of material goods. This has a very positive impact on the consumer market, so much so that brands are already beginning to call on this population segment viejenials or the fourth age, older people who dictate future trends… More specifically, the concept of viejenials includes all those people over 50 years of age who have greater purchasing power, have more free time and, little by little, are entering the digital world in search of interesting offers, making purchases online and discovering social networks. “This set of circumstances has made this generation the object of desire of all brands.”

Windward wanted to study the behavior of this social group as viewers and large consumers of television in any of its modalities.

People born between 1953-1968, who are currently between 50 and 64 years old They represent 21% of the population aged 4 or over in Spain with 9.3 million, a fifth of the total television viewers.

Los viejenials They watch television five hours a day on average and represent 27% of the total television audience. It is noteworthy that 81% of this group contacts the television medium every day.

The regions, los old-young Extremadurans consume the most (6h:41m daily average), followed by the Valencians (5h:40m) and the Castilians of La Mancha (5h:22m). On the contrary, the old-young from Murcia (4h:37m), the Canary Islands (4:37m) and Galicia (4h:38m) are the ones that spend the least time per day watching television.

Barlovento also highlights that this social stratum represents the 3% of delayed viewing (8 minutes, 2 minutes above average).

By chains, His favorite channel is Telecinco (13.7%), followed by Antena 3 (13.2%) and La1 (10.7%). The time of greatest consumption is between 10:30 p.m. and 10:45 p.m. (reaching 4.7 million viewers).

By age, 62-year-old viewers are the ones who spend the most time in front of the television (6 and a half hours a day). Finally, it should be noted that individuals between 50 and 64 years old spend half of the time watching television alone (4.5 points above the average).