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Media penetration in Spain 2020, by medium

Television was Spain’s best-established telecommunication medium, according to the latest statistics on media penetration in Spain. This data revealed that more than 85 percent of the Spanish population watched television in 2020. This medium is almost equally popular among both genders, although women tend to consume it more often than men. Outdoor advertising, also considered a type of medium, featured a penetration rate of over 80 percent, holding the second position on the list.

The increasing numbers of media consumption

  The average Spanish consumer has been increasing their daily time using media in the last decades, clocking up over eight hours a day in 2020, up from about 6 hours in 1997. During those hours, Spaniards mostly watch TV and surf the internet, with both activities combined summing up to 390 minutes daily, that is, 6.5 hours a day. The two key differences between 2019 and 1997 that contributed to the amount of time spent on media might be related to the rise of the World Wide Web and, in particular in recent years, streaming services and social media.

Television in Spain: watchers decline but investment maintains stable

  Television might be the most consumed media in Spain, but its popularity has been in decline over the last decades. Spanish TV registered a penetration rate of over 90 percent in 2003, and it only decreased thereafter until reaching 85.1 percent in 2020. This fall in popularity does not reflect on the expenditure on television advertising, which saw an increase over the last few years in the Mediterranean country and was estimated to approximately 2.3 billion euros in 2019.

Share of media consumed by population in Spain in 2020, by type of medium

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Source

Release date

2021

Region

Spain

Survey time period

February to November 2020

Number of respondents

30,412 respondents

Age group

14 years and older

Method of interview

Face-to-face interviews, telephone interviews

Supplementary notes

Audience for the different media types was measured as follows:
Daily newspapers - readers/day
Supplements - readers/week
Magazines - readers/publication period
Radio - listeners/day
Television - viewers/day
Outside advertising - seen content/week
Cinema - viewers/week
Internet - users/day

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Statistics on "Media usage in Spain"

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