Internet Beats Television (EGM)

In the 2nd Wave of the EGM in 2021, the Internet had a penetration of 84%, while that of television stood at 82.8%.

The data corresponding to the 2nd WAVE of 2021 of the General Media Study (EGM), conducted by the Association for Media Research (AIMC). This report breaks down the figures collected from the internet, television, outdoor, radio, magazines, newspapers, supplements and cinema.

Internet leads with 84% penetration in this second Wave of the year, somewhat less than the figure achieved in the first (84.7%), and closely followed by the TV, which stands at 82.8% (vs. 85.2% in the 1st Wave). After the two half ‘kings’ we ran into external advertising (77,3% vs. 75,2%), radio (54,5% vs. 54,4%), journals (22,3% vs. 22,7%), diaries (13,7% vs, 13,7%), supplements (4,8% vs. 4,9%) y who (1,1% vs. 0,5%).

If we stop in the middle of the internet, YouTube leads the ranking by type of internet media, followed by Facebook, Spotify, El País and La Vanguardia. The devices with which most users access the network of networks are the smartphone, the portable personal computer and the television with the possibility of connecting to the internet. The services they use the most are instant messaging, email and social media.

internet 2ª Ola EGM 2021

The TV ranks second in terms of penetration, with Antenna 3 topping the list -Mediaset has not participated in this study since 2015-, followed by La 1, La Sexta, TV3 and Canal Sur TV. Consumption stands at 203 minutes a day by viewer.

The total audience of television networks reaches 28.4 million (last 30 days). Within the paid themes, FOX, AXN, Movistar La Liga, National Geographic Channel and Canal Hollywood lead the ranking, while in the rest of thematic channels, Neox, Dmax, 24 Horas TVE, Paramount Channel and Nova stand out.

television t 2ª Hello EGM 2021

According to the 2nd Wave of EGM 2021, 31,635,000 individuals have seen external advertising in the last week, especially in street furniture, which includes bus stops, billboards / opis, columns, clocks, containers, kiosks and flagpoles.

The radio this time is in fourth place, with 22.3 million daily listeners (from Mondays to Sundays). In general radio, which manages to reach 11.4 million listeners a day, they lead the audience ranking To be, Cope, Onda Cero, RNE and Rac 1. In the case of themes, which reach 13 million, the most notable are The 40, C100, Dial, EuropaFM and Rock FM.

The report continues with the journals, which accumulate 5.8 million readers per month. The main titles in the monthly magazine rankings are National Geographic, Muy Interesante, National Geographic History, Vogue and Saber Vivir. Within the weekly magazines (3.5 million), Pronto, Hola, Lecturas, Ten Minutos and Semana occupy the top 5, while in the fortnightly magazines (201,000) there are Actual Car and Motor 16. Finally, in the segment of the Bimonthly magazines, which reach 1.8 million readers, lead Glamor, National Geographic Special Edition, Special Cooking Readings, Racc Club and National Geographic Special Edition History.

With respect to diaries, the report reveals that this medium attracts 5.8 million daily readers, especially thanks to Marca, El País, El Mundo, La Vanguardia and ABC. The audience is mainly concentrated in general information newspapers (4.9 million).

Readers per week of the supplements They are at 2 million according to this 2nd Wave, where XI Semanal, El País Semanal and Mujer Hoy stand out.

Last of this EGM Wave appears who, a medium whose penetration has grown the most in recent months and greatly affected by the pandemic. In the attendance habit graph, we observe that 67.6% never or almost never go to the movies, while 32.4% affirm that they go sometime. Of the latter, 14.5% attend less than 5 times a year, 8.3% between 5 and 6 times, 5.5% 1 time a month, 2.5% 2 or 3 times a month and 0.7% 1 or more times a week.

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Source: Marketing Directo by

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