DTT reduces zapping in Spain

Juan Fernandez Gonzalez | 05-12-2013

More channel choice doesn't necessarily mean more zapping, indeed the opposite is happening in Spain, according to research by Barlovento Comunicación published by El País, with the average person zapping 14.5 times a day in 2013 compared to 20 times in 2008.

The report, compiled with figures from Kantar Media, points to a decreasing tendency in zapping since the analogue switch-off in 2010. "It may seem contradictory, but more channels have driven a higher fidelity rate," explained Ricardo Vaca, Barlovento's president.

The new viewing habits have also been noted in the audiences of the main channels. Before 2010, TVE, Antena 3 and Telecinco between them had around 25 million daily connections of at least one minute. The same channels now have between 18 and 20 million.

Zapping is higher during weekends and at night, with men over 45 being the segment which zaps the most.

DTT has atomised the audience and, although the main channels are still getting the most viewers, the themed channels, such as the soap opera-focused Nova or the documentary channel Discovery Max, have captured a smaller number of loyal fans. The series and fiction-focused FDF is the DTT channel leading the audience figures in this area, followed closely by Clan, Neox and Nova.