advertising investment
Television consumption in 2022 continued its downward trend while hybrid viewing rose. Viewers spent about three hours and ten minutes watching TV, a figure not seen since 1992, with many turning to internet connected platforms to view or listen to content from streaming services and portals. A prominent market study by the analytics firm Barlovento notes an 11% drop in traditional TV consumption compared with 2021. The shift toward hybrid television is clear, as traditional viewing loses ground to internet based content. Hybrid TV, which includes conventional TV used alongside online content, videos from the web, streaming platforms, games and radio, rose by close to 17%, averaging 35 minutes per workday per viewer.
Within the traditional pay TV segment, the group of 74 channels maintained its presence and reached a notable milestone with audience reach climbing to 10%. Movistar Liga TV emerged as the most watched channel within this category, underscoring the continued importance of premium sports and specialized programming even as audiences diversify their viewing options. These shifts reflect a broader transition in consumer behavior toward flexible, internet driven television experiences and away from fixed schedules.
advertising investment continued
Other sections of the report focus on advertising investments within television. Total spending declined to around 1,700 million euros, representing a drop of about 4 to 5 percent from the previous year, or roughly 80 million euros less. Analysts attribute this fall to the expanding array of internet based audiovisual options, including multiple streaming services and social platforms such as YouTube, Facebook, Netflix and TikTok. The broader economic pressures and lingering effects of the pandemic have also influenced how advertisers allocate budgets across traditional and digital channels, with social networks and new digital devices driving shifts in the media mix. A note from the study highlights that despite lower overall investment, major players in the Spanish market continue to sustain their share of advertising revenue.
In the context of media ownership, groups such as Mediaset, Atresmedia and RTVE remained influential players. Even with reduced investment, these companies managed to hold steady or slightly increase their share of the advertising revenue distribution, signaling resilience in a changing landscape.
Antena 3, annual leader
Turning to viewership, Antena 3 achieved the status of annual leader for the first time in its history, recording the strongest performance since 2009 and overtaking Telecinco, which had held the top spot for a decade. This shift underscores the power of new programming strategies and audience engagement tactics that align with evolving viewer preferences. Antena 3 news programs also consolidated their leadership for the fifth consecutive year and achieved the best audience share in fifteen years for current affairs coverage. The strength of regional newscasts and comprehensive reporting helped sustain audience interest and loyalty across different markets.
The 2022 period also marked meaningful leadership changes among Spain’s major broadcasters. Javier Bardají stepped into the role of CEO at Atresmedia, replacing Silvio González. Elena Sánchez was named interim president of RTVE after José Manuel Pérez Tornero, and Paolo Vasile left his position at Mediaset. These leadership transitions occurred amid a shifting advertising climate, audience dynamics and a broader push toward digital integration across the media sector. Overall, the year highlighted how strategic programming, robust regional news coverage and decisive executive changes can influence market share and viewer loyalty in a competitive landscape.