With the start of the new television season, Spaniards have been spending slightly less time in front of their screens. In September, the average viewer dedicated 275 minutes a day to watching TV programs—two minutes less than last year. If the entire population, including those who do not watch television, is taken into account, the figure drops to 153 minutes daily, six minutes less compared to the previous year. The audience profile remains unchanged: women (164 minutes) and viewers over 64 years old (299 minutes) continue to be the most loyal audience.
Television preferences also vary by region. The highest attachment to the ‘blue screen’ is seen in Asturias, where the average viewing time reaches 192 minutes. They are followed by Galicia (173 minutes) and other regions grouped into a general category (172 minutes). In contrast, the lowest rates are in Navarra (123 minutes), the Balearic Islands (128 minutes), and Madrid (134 minutes). Age remains a key factor: the older the person, the more time they spend watching TV. The only exception is children, who, due to having more free time, also actively consume television content.
Among regional public broadcasters, Catalan TV3 firmly holds the lead with a 14.6% audience share. Aragón TV ranks second with 11.7%, and rounding out the top three is Televisión de Galicia (TVG) with 9%. The rest of the top ten includes Canal Sur (8.9%), ETB2 (7.7%), and other regional channels.
The dominance of Antena 3 and the confident rise of La 1
The main channel of the Atresmedia group, Antena 3, has launched the new season as the absolute favorite. It finished September with a 13% share, maintaining its leadership for 14 consecutive months. Despite competitors’ efforts, the channel has not only held its ground but also delivered its best season start since 2023, gaining compared to August and September 2024. The gap from its main rival, Telecinco, reached the highest September level seen in the past 28 years. For the fifth year in a row, Antena 3 starts autumn in first place, demonstrating remarkable audience loyalty. The channel dominates key time slots: daytime (17.5%), evening (11.2%), and prime time (14%). Its lead extends to nearly every day of the week. The channel’s success is driven by flagship entertainment shows such as “El hormiguero,” “Pasapalabra,” and “La ruleta de la suerte,” while Antena 3 Noticias newscasts have been leading for 69 consecutive months. In the drama segment, “Sueños de libertad” remains the most watched series.
Meanwhile, the public channel La 1 continues its impressive growth. In September, its share reached 11.6%—the best result for this month in the past 14 years. The channel improved across all time slots, making significant gains over the previous year. For the fourth month in a row, La 1 leads the morning slot (14%), delivering its best result since 2008. On weekdays, the channel’s morning share rises to 15.5%, allowing it to reclaim first place in this time slot for the first time in 21 years. La 1 also leads late-night broadcasting.
Telecinco’s historic failure and the battle in the ‘lower league’
Mediaset España’s flagship channel continues to struggle with a prolonged crisis. After a disappointing summer, the new season has brought no relief. Telecinco finished September with a 9.2% share, marking the worst season start in its history. The only time slot still held by the channel is late night, and that is mainly due to the extended runtime of its entertainment programs. In no other time slot or day of the week did Telecinco manage to compete with its rivals.
Meanwhile, La Sexta, Atresmedia’s second channel, closed the month with a 5.9% share. Despite a slight decrease compared to last year, it has now outperformed its direct competitor for 51 consecutive months, remaining the country’s third most-watched private broadcaster. Its strengths lie in the morning show «Aruser@s», current affairs programs, and evening talk shows. Cuatro, owned by Mediaset, posted its best September since 2019 with a 5.6% share. The channel also grew to 6.3% in the commercially attractive demographic, surpassing La Sexta among youth and children. Hits included programs such as «Horizonte», «Cuarto milenio», and «Código 10».
The second public TV channel, La 2, reached a 3% share, its best September since 2022. The intellectual quiz shows «Cifras y letras» and «Saber y ganar» remain popular with viewers. In terms of corporate share, the Atresmedia group (25.9%) continues to lead for the 29th consecutive month, ahead of Mediaset España (23.6%) with the largest September gap on record. The RTVE group is also performing strongly, posting its best September in 13 years with a 17.6% share.
