February started strongly in The 1, with the delivery of Goya awards that achieved the best screen share of the decade and the promise of two Madrid-Barcelona, and has ended at the opposite extreme: the public chain has closed the worst month of February in its history, with a 9.6% share. The public chain worsens in this way the record of February 2017, the weakest to date, with 10.1%.
Seen from afar, the picture only gets worse: this has been the month of loosest audiences in the long history of the RTVE group. While Mediaset defends its leadership with a 28% screen share and Atresmedia continues cutting distances with 27.7%, public television (the sum of La 1, La 2, Clan, Teledeporte and 24 hours) remains at 15.3%. So far, its worst data was November 2018, with 15.5%.
We are talking about a historically complicated month for La 1, the bucket of cold water after its traditional rise in audiences at Christmas. In its previous February horribilis, between December 2016 and February 2017, for example, the fall was almost one whole point, from 10.9% to 10.1%. On this occasion, the coup has been similar pulling to lower: from 10.4% in December 2018 to 9.6%.
But now times are different. Between 2016 and 2017, La 1 had experienced a comeback in audiences after a few months of record lows. Now, the chain has been in a rough patch and these days the subtraction of eight tenths returns practically to those lows of June and July 2016, when La 1 was stagnant with a 9.5% screen share. The closest he has been since seeing similar figures is this morning, when the Kantar data came out.
That despite the fact that La 1 has the five most watched broadcasts of the month: two Madrid-Barcelona matches (on February 6 and 26, with 35.9% and 35.5% of the Compartir respectively) and the Goya, which achieved a spectacular 26.2%.
In general, less TV has been consumed this month. 73% of Spaniards contact television daily, but the average is four hours per person per day, 22 minutes less than in 2018. What is up is pay television, at the new maximum of 26.1%, four tenths above January.