Free-to-air television resists despite the boom in payment platforms

The average daily consumption of free-to-air television in 2021 was 203 minutes on average in front of the television, around 3.4 hours.

Ymedia Wink iProspect has produced the annual report of television 2021, which includes the main keys of the sector with special incidence in the minutes of consumption, the evolution of the audiences, the main broadcasts made by the chains and the advertising keys of the medium. Telecinco has been the most watched network for ten years in a row, despite the big rise in Antena 3.

COVID-19 has once again influenced the way in which Spaniards consume television in 2021, although not in a way as significant as that recorded last year with the outbreak of the pandemic, the subsequent confinement in homes and restrictions on mobility.

The average daily consumption of free-to-air TV registered in 2021 was 203 minutes on average in front of TV, around 3.4 hours. These figures represent -11.7% compared to those registered in 2020, and -6% compared to 2019. The Home Purchase Manager (RCH) has added a total of 266 minutes in front of the small screen , with a variation of -9.5% vs. 2020 and only -2.9% if we compare it with the year 2019. For their part, those over 65 years of age consumed an average of 352 minutes, almost six hours a day, of TV.

Young people (13-24 years old) spent around 78 minutes a day watching TV, while children ages 4 to 12 logged 86 minutes. In total, the month of January was the one that obtained the highest TV consumption figures in all age segments, with an average of 250 minutes among those over 4 years of age.

In 2021, the growing trend of television digitization that has been observed in recent years has also been maintained and that already reaches 68.1% of the population. The increase in the population over 16 years of age that is subscribed to payment platforms has been + 12.3% compared to 2020, the highest growth percentage since 2016.

The streaming platform with the highest number of subscribers is still Netflix, which already has 50.7% of those over 16 years of age subscribed to it. They are followed by Amazon Prime Video with 31.5% and Movistar + with 20.5%.

Regarding the evolution of the television channels in the total day during 2021, Telecinco closed the year as the audience’s preferred option with a 14.9% share of the screen, +0.5 percentage points compared to the previous year, and maintains the leadership during the last decade without interruption, Antena 3, for its part, reached a 13.9% share and registered a large rise, of around +2 percentage points compared to the previous year. Both channels are the only ones that rise from the generalists since the others obtain negative results: La1 (-0.5); LaSexta (-0.6) and Cuatro (-0.2).

In the ranking of most watched programs, soccer is once again the main protagonist and occupies the first two positions. The penalty shoot-out of the Eurocup semifinal that pitted the Spanish National Team against Italy reached a 70.3% share on Telecinco and an average audience of 13,253,000 viewers. The second most watched program was the extension of that game, with a 66.9% share and 12,618,000 viewers. Rounding out the podium were the Eurovision votes, which brought together 4,288,000 people in La1 with a 34.2% share.

In the advertising field, the evolution of advertising pressure has been uneven over the 12 months. However, the number of GRPs has increased slightly in 2021 compared to 2020 (+ 1.5%). Compared to 2019, the decrease has been -4.1%. In total, 2,182,570 20 ”GRPs have been recorded during this year.

The ranking of the most active advertisers is led, for yet another year, by Procter & Gamble Spain, with 66,193 GRPs, -4% compared to the previous year. Galería del Coleccionista repeats in second position with 46,580 and -27%, while L’Oreal España also maintains third place with 35,698 GRPs and -8%. In total, around 4,000 advertisers have been advertised on TV in this period.

By sectors, Distribution and Catering (with Amazon and Lidl among the most active advertisers) this year rose to the first place with 18.2% share of GRPs (+3 percentage points vs. 2020) and moved to the second position to Food, which maintains practically the same share of the total GRPS (15.4%). Beauty and Hygiene repeated in third position with a 10.9% share.

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Source: Marketing Directo by

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