Increasing complexity in Spanish market drives dynamic period of measurement

Kantar Media extends its sample in Spain to 4,625 households

Although all PeopleMeters in Spain were extended to 4,500 households in 2009, the numbers have been increased again. The total should reach 4,625 households in 2010.  Last year, the main intention was to reflect the changes taking place in the Spanish society, such as the increasing digital distribution, audience fragmentation and the growth of single-family households. The new enlargement is in response to the implementation of a fresh analysis field for the region Castile and Leon.

The expansion was possible thanks to the agreement signed between Kantar Media and RTVCYL (Radio Television de Castilla y León) in April 2010. By November 2010, these fields will be opened up with the measurement of channels CYL7 and CYL8 in Infosys+, the latest version of the world's leading audience analysis tool.

Why is the panel growing?

The last decade has seen significant expansion in the growth of measurement in Spain. In 2000, the national sample was 3,105 households. Since then, this has risen by almost 49 percent. The country's regional character led to the need to implement new analysis fields in 2002 (increasing the total to 3,305 households). By 2006, the total had risen to 3,845, and in 2009 it was 4,500 before reaching today's total of 4,625. Spain's sample as a proportion of its population is now among the biggest in Europe.

Television in Spain is characterised by an increasing complexity and dynamism with major recent developments, including digital television transition and channel multiplicity. This forces the research profession to be alert to change and adapt. As a result, the Spanish TV market is going through one of the most active periods for audience measurement with sample extensions, the introduction of the Audio Matching system and the development and implementation of Infosys+.

Viewing trends revealed

What is happening on the other side of the television set? The South Africa World Cup and the success of the Spanish national team meant July 2010 had the biggest July TV time watching rates in history in Spain (an average of 207 minutes a person). Spain's victory against Holland also provided stand-out audience data. The final match of the South Africa World Cup had 83.8% share, 14,384,000 viewers across the channels that screened it simultaneously: Telecinco, Canal+ and Canal + Liga. This takes into account the duration of the match as well as the extra time. During extra time, the match had 85.9% share and 15,605,000 viewers, once figures from all three channels were combined. It has been the most-seen joint broadcast in the audience history in Spain, overwhelming the penalty shout-out in the Spain-Italy match at Euro 2008 which had 15,372,000 viewers and a 77.5% share when screened on the Cuatro channel.

According to Eurodata TV Worldwide, a Kantar Media Partner, the match audience and the extra time in Holland reached 8.5 million viewers and a 90.6% of TV share on the channel, Nederland 1. In Germany, the channel ZDF was watched by more than 25.1 million viewers as it screened the match. The Spain-Germany semi-final got more than 31 million viewers at the public channel ARD. The Eurodata TV statistics reveal that Italy and France stood out with 11.4 million viewers at RAI 1, and 14.1 million viewers at TF1, respectively. The host country, South Africa, broadcast the event at SABC1 before 7.5 million viewers which is a 63.1% share of the country's TV audience.

In turn, according to data from CSM Media Research/ KantarSport, in China, despite being broadcast between 02:30 and 05:00, 20 million viewers watched the Spanish success in the final on CCTV-5 y CCTV-1 (67% share).

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