MADRID, November 21 (EUROPA PRESS) –
93.2% of the Spanish population, or 43 million people, watched linear TV every month in 2023, according to data from Kantar Media, published by the Union of Open Commercial Televisions (UTECA) on the occasion of World Television Day.
To that effect, figures released this Tuesday show that citizens watch free-to-air television for 181 minutes a day, making it the most consumed leisure activity, surpassed only by time spent working and sleeping.
When it comes to the values associated with free-to-air TV, 93.4% believe it is a good of general interest, the highest percentage in the UTECA Barometer’s history since 2020. Furthermore, eight in ten agree that it fulfills a social cohesion function by , that it will be accessible to all audiences.
From a content point of view, the research indicates that seven out of ten respondents choose free-to-air television for obtaining daily information and in the event of an emergency. Diversity and its ability to entertain are appreciated by the respondents of the latest UTECA barometer, who list television as the channel that most entertains and diverts (62.8%) and as the channel that offers the most diverse content.
On the other hand, 67.4% of Spaniards say that television is the channel where brands generate the most public trust, followed by radio and print, video sharing platforms and social networks, according to UTECA barometer data corresponding to 2023, carried out in collaboration with the research company Sigma Dos and consulting company Dos 30 during the month of September.
Similarly, 76% of respondents say they remember ads best on TV, with radio coming in second. Likewise, television leads as the channel where advertisements are most persuasive (59.9%).
In terms of notoriety, for 72.6%, television is the medium that most helps brands become known or famous. This is followed by social networks, which take second place, chosen by 36.2% of respondents.
On the other hand, the Fluzo rankings, which measure large cross-media campaigns quarterly, reveal that TV provides 96% coverage of the top 20 advertisers’ campaigns (71% exclusive to TV and 25% combined with digital). . Digital gets 3.3% exclusive coverage.
“On World Television Day, we value the trust of viewers and advertisers, while at the same time reiterating our social commitment and demanding the responsible exercise of commercial, information and entertainment functions, especially with minors,” said Eduardo Olano., President of UTECA.
