Spanish Association of Market Research Marketing and Opinion

This month, Kantar was at AEDEMO TV Conference in Valencia 

This year, we were delighted to both sponsor and speak at the AEDEMO Seminar 2020, which took place on the 12th -14th February 2020 in Valencia, Spain. In its 36th edition of AEDEMO TV ( which is the Spanish Association of Market Research, Marketing and Opinion) is still considered as one of Europe's key TV industry conferences.

Over 450 media and advertising professionals from Spain, gathered together for a three-day event that included: keynote presentations, panel discussions and seminars. This provided a snapshot of the current TV landscape and a 360-degree perspective on what is coming next.

The changing topics of AEDEMO TV over the years have followed the trends amongst our industry, and it’s always valuable to learn from the experts who take to the stage and share their insights. It’s also a great place for us to consolidate what we’ve been working on and ensure we stay up to date on the latest trends.

Our on-stage presentation was delivered by Eduard Nafría, Insights & Business Development Director at Kantar, Media Division who presented “New behavioural clusters: enriching our data.” His talk featured some of the latest insights from his research on TV clusters behaviours.

The way we watch TV is changing faster than ever before. New trends in consumption are reflected in changing attitudes – driven by the variables of equipment rather than sociodemographic factors. Eduard's presentation explored the importance of enrichment of variables within behavioral clusters; Kantar has the data to improve clients' knowledge of what is happening and enable them to take advantage of the opportunities behavioural clusters represent.

Want to understand more about TV consumption in Spain? Here´s some of the key findings of Eduard's presentation:

  • 29% of people consume television "always and a lot." The average daily television consumption in Spain is 7 and a half hours. 28% of people are consuming content at night, usually for two hours.
  • The data established two new genres of consumption: OTT content (non-television content) and video games. The data shows that 10% of the population correspond to these two segments. On the other hand, 27% of people consume diverse content,  with preferences including films and cartoons.
  • Traditional television sets are still the device of choice.
  • 80% of population watch television with a large screen in their living room. This type of consumer is divided equally between those who have Smart TV and traditional television.
  • 50% of population watch TV with two or more people. 25% of these are couples. On the other side, 35% of population watch TV alone.


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