If just a year ago someone had asked any analyst about the situation of television, its audiences and its advertising potential, they would have obtained a very clear answer. Television was in the midst of a deep crisis, advertising dropping and viewers fleeing to streaming platforms. Great Britain Email List And it’s not that the last year has completely changed things, but it has made the reality of television become much more complicated. It has created a mirage of audiences but it has not solved the key problems. 2020 has been a rare year, one that breaks with the historical trajectory that television had followed until then and with the patterns that had been seen in previous years.
The latest study by Barlovento Comunicación on television in Spain Analysis of the audiovisual television industry 2020 demonstrates this. In 2019, in fact, Barlovento’s analysis points out that what remained were “the uncertainties in the Spanish audiovisual ecosystem.” Both television consumption and advertising investment were on the decline. None of that is useful to see what happened in 2020: the year was, due to the effect of the coronavirus, one of peak consumption of content and screen time. The conclusion of the consultancy is, in fact, that of “strength of television.” The year closed with an increase in the time of television content consumption. Linear television in Spain grew compared to 2019: on average, each Spaniard saw 240 minutes of television content in 2020, 22 more than in the previous year. If all the possible uses of television are added, the television had the Spanish seated in front of it for 269 minutes a day this year. This growth is, they make clear in the report, closely linked to the consumption peaks of the months of confinement and to the behavior patterns that the pandemic has created.
We are locked up – more or less – in our houses and therefore we watch more television. March and April were the months of the great audience milestones and the golden minutes of the year. Even so, if age filters were applied, the data would drop significantly. Among children from 4 to 12 years old, consumption averages 2 hours and 4 minutes, adolescents from 13 to 24 in 1 hour and 43 minutes and young adults from 25 to 44 years in 2 hours and 49 minutes . All of them are below the general average for Spaniards, for which older citizens are rising. The way television is watched has also clearly changed. Family television no longer exists: one out of every two minutes of television a day is watched alone. The advertising crisis The good growth figures for linear television consumption do not mean, however, that the year will close with a record in advertising. Rather the complete opposite. The downward trend continues.
During 2020, television recorded a loss in advertising revenue compared to 2019 of about 400 million euros. If in 2019 Barlovento estimates that television closed with an advertising investment of 2,003 million euros, in 2020 it was about 1,600 million euros. Very far away, therefore, are the 3,418 million euros of the record advertising revenue for television in Spain. It was in 2007. Of course, the advertising distribution has big winners: 85% of the income from television advertising in Spain goes to Mediaset and Atresmedia. The paradigm shift Furthermore, television is not only threatened by the drop in advertising but also by a systemic change in the audiovisual market. It may seem at first glance that the problem of cinemas and where the films that were intended for them are released have nothing to do with it. However, it has a lot.
The traditional window model was already in trouble. Now it is in total crisis: the audiovisual windows (which formed a series of stages for the product to pass through certain screens) have fallen into the post-covid universe. Wonder Woman 1984 , let’s not forget, went directly to streaming in the US before the closing of cinemas. Streaming platforms are therefore more and more powerful. They are global and they are also in Spain. Netflix would already have about 4 million subscribers in Spain, according to some estimates, as indicated in the analysis. Considering that a subscriber can share their profile with more people, that could expand the possible audiences of their content much more. When streaming platforms and tech giants enter the battle for sports rights – which is expected to be their next big battle – things could get even more complicated for traditional television.