Understanding the entirety of viewing behaviours has become more crucial than ever. In part this is of course driven by the rise of streaming, the proliferation of devices and subsequent evolution in viewing habits.
At AEDEMO, Spain’s biggest event bringing together representatives from the media industry, we gave a presentation to highlight the importance of having a complete view of viewing.
The presentation reflected on the momentum for cross-platform measurement in the industry with Begoña Gómez, Technical Director at the AEA (Spanish Advertisers Association) stating: “We need a cross-media measurement single source, audited by an independent third party and produced by a third party.” She added that she believes “that Kantar Media is well positioned to be able to provide this data”.
Kantar Media’s momentum continues to grow in delivering cross-platform measurement solutions in Spain with the recent announcement that Netflix have subscribed to Cross-Platform ViewTM . Through this new solution we report total viewing behaviour with aggregate level viewing across all linear and on-demand leveraging our panel and metering technology. Cross-platform ViewTM enables advertisers, broadcasters and platforms to identify and grow new audiences with comparative demographic metrics across all viewing forms.
This people-powered approach enables us to unlock improved understanding of Spanish audiences, including the following:
-
The intricate balance in viewing amid growing competition between Linear and Online Video channels with, in February 2024, broadcast TV representing 78% of viewing, Pay TV 6% and Netflix 5% of Spanish viewing.
-
Significant overlap between Linear TV and Online Video audiences throughout the day underscoring the importance of understanding de-duplication and platform exclusivity.
-
Individual-level measurement revealing nuanced differences across demographic and socioeconomic groups.
-
Variety of consumption patterns throughout the week, with Linear TV popularity peaking on weekdays and Online Video gaining prominence at weekends.
-
While consumption habits are changing, the TV set remains a cornerstone of home entertainment, with consumption preferences varying based on the device utilized.
These insights not only underscore Kantar Media's commitment to providing in-depth understanding of audience behavior and consumption habits but most importantly testify the profound changes the viewing ecosystem is now facing. Measuring audiences across platforms and having a complete view of video consumption is paramount to leverage those changes to the fullest.
To learn more about Cross-Platform View and how you can better understand the viewing landscape in Spain, please contact Juan Sanchez.