The Spanish spent more than three hours a day in front of the television in 2021

The Spaniards passed before the television three and a half hours a day in 2021 (213 minutes a day), which means 11% less than in 2020, when television consumption broke a record due to the confinement decreed to stop the advance of the coronavirus pandemic.

According to Kantar’s ‘TV Audience Yearbook’, which records audience data from a panel of 5,720 households, the television consumption of Spaniards during 2021 was parallel to the course of the pandemic. Thus, between January and April, with the State of Alarm and restriction measures in force, they dedicated an average of four hours of their time.

Similarly, in December the appearance of the ‘Omicron’ variant and the quarantines left more Spaniards at home, which caused television consumption to pick up again slightly above the average.

By autonomous communities, the report presented this Thursday highlights that Castilla-La Mancha, with 236 minutes, that is, an average of 3.9 hours a day, It was where the most television was seen in all of Spain. It is followed by Castilla y León, with 234 minutes.

Likewise, the study indicates that, in 2021, the return of sports competitions and the celebration of the European Championship a year late made the football was once again the most followed broadcast. Specific, the extension of the Spain-Italy, with two out of three viewers watching television.

Regarding the ‘Other uses of the television’, the research indicates that this alternative consumption was already half an hour a day on average, growing from 10.8% to 12.4% with respect to the total share of television. Children between the ages of 4 and 12 are the ones who use ‘television’ the most in this other way.

Regarding television in second homes, the key population is those over 65 years of age, which practically double the average consumption in these alternative homes. This type of consumption is linked to leisure time, hence it is in August and Saturday when the ‘tele’ is turned on the most in second homes.

Finally, the report indicates that in 2021 there were up to 17% more advertising inserts, despite viewers spending 11% less time watching shows. The sectors that invested the most were food with 18.1% of the inserts, followed by distribution and restoration with 14.1% and beauty and hygiene with 9.6%.

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