World Television Day: the influence of the half king

Every November 21st, the World Television Day, a date that pays tribute to the half-king. With the emergence of new technologies, we have seen how the most traditional media They adapt to find their new place in society and continue positioning itself as a fundamental element in people’s lives.

According to data from Kantar Media, 93.2% of the population (43 million people) have watched Linear Television every month in 2023. More than 38 million (82.7%) watch television every week. Therefore, even in a panorama marked by the establishment of streaming platforms, television continues to position itself as the king of media.

Television, OTT/VOD platforms, radio and social networks lead the podium of media with greater relevance, both for the individual and for society in general. As the study points out, More than 60% of those surveyed associate being informed with newspapers and televisioncompared to 32% who relate it to social networks, according to data from the media relevance report. Appinium.

In the case of streaming platformsSpaniards mostly link them to enjoying family time (73%), followed by television (66%), while social networks, They are classified as one of the channels through which Spaniards can find the most varied content (71%), but also through which they receive the most fake news (68%).

World Television Day: the medium that most influences

Television is the medium by which Spaniards feel most influencedAccording to Appinio data, for 63% of those surveyed, this is the medium that has the greatest influence at a political-social level.

World Television Day highlights the characteristics of this medium, such as the variety of content, information and entertainment, which generate both linear television, as OTT/VOD platforms are 35% above the rest of the media in terms of influence, that is, it has a greater social influence than other media.

In relation to information, More than 60% of those surveyed associate being informed with newspapers and television, compared to 32% who relate it to social networks. But, despite the distrust in information, social networks are the channel that Spaniards consume daily par excellence (64%), followed by television (54%) and streaming platforms (48%).

News is the most interesting content on TV

68% of Spaniards consider that the diversity of content that a certain channel can offer is one of the most important aspects. In this sense, 73% of Spaniards confirm that streaming platforms are the means by which they find the most diverse content, followed by social networks (71%) and short videos from platforms such as YouTube (70%). For more than half of Spaniards under 35 years of age, social networks are the channel through which they find the most diverse content.

But, despite the variety of content, consumers are clear about the type of content they consume depending on the channel. For example: news and current affairs on television (61%)fiction content on streaming platforms (66%), multimedia content such as photos, videos and memes on social networks (49%) and musical content on platforms such as YouTube (49%).

Advertising, the most influential form of communication

In addition to informing and entertaining, the media have a great impact on society, generating profound changes in habits, customs and even opinions. That is why 57% of Spaniards consider that Influence is one of the most important aspects that a medium can offer.

For those surveyed, television is the medium in which advertising is most truthfully present (30%), followed by online or paper newspapers (22%) and radio (15%). In fact, television content is the one that has the most influence on users, and even 23% affirm that advertising in this medium helps them make decisions.

In this sense, and according to the UTECA Barometer 2023, Television is, for 76% of those surveyed, the channel where they best remember advertisements.

The influence of TV as an advertising medium

The UTECA 2023 Barometer highlights that attributes such as reach, coverage, effectiveness, diversity, credibility, influence, recall and trust They are what make Open Television an essential support for planning advertising campaigns.

According to this barometer, 76% of those surveyed indicate that television is where they remember advertisements best, with the Radio in second position. Likewise, television leads as the channel where advertisements are most convincing (59.9%).

These data highlight the role of television as an advertising medium. For example, the FLUZO ranking, which measures large cross-media campaigns quarterly, reveals that Television provides 96% of the coverage of the campaigns of the first advertisers (71% is exclusive to Television and 25%, combined with Digital).

In the words of Eduardo Olanopresident of UTECA, «on World Television Day We appreciate the trust of viewers and advertisers, while we reiterate our social commitment and demand the responsible exercise of commercial, informative and entertainment functions, especially with minors,” he concludes.

World TV Day by marketingdirecto Diseño