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doi:10.5477/cis/reis.174.129
The Role of Television in Spanish Households
El rol de la televisión en los hogares españoles
Sergio Rodríguez Rodríguez and Nuria Rodríguez Ávila
Key words Abstract
Audience For some now years a trend has been observed in Spain revealing
• Audiometry that the totemic character of television, and in particular, as an
• Families important element in family socialization processes, is changing. This
• Laptops fact coupled with the effect of multitasking seems to have led to the
• Smartphones decline of the king of the household. Our starting hypothesis in this
• Socialization study was that, despite all the evolutions and mutations, television
• Tablets continues to play a central role in Spanish households. In 2017, the
• Television research institute Punto de Fuga, launched the foundational study
“Las mil y una familias” [A Thousand and One Families] as an x-ray
of Spanish families. In that study, the following methodologies were
applied: 100 ethnographic interviews and 2,000 surveys. Household
television consumption shows that families are looking for shared
moments and therefore they use television as an important element for
“family communion”.
Palabras clave Resumen
Audiencia Desde hace unos años se observa en España una tendencia que
• Audiometría revela que el carácter totémico, como un elemento más en los
• Familias procesos de socialización en las familias, que tenía la televisión está
• Portátiles transformándose. Este hecho, unido al efecto del multitasking, parece
• Smartphones que ha logrado el ocaso del rey de la casa. Nuestra hipótesis de
• Socialización partida era que la televisión continuaba teniendo un papel central en
• Tabletas los hogares españoles. En 2017, el instituto de investigación Punto de
• Televisión Fuga lanzó un estudio titulado Las mil y una familias. La metodología
de este estudio fue la realización de 100 entrevistas etnográficas y
2.000 encuestas. El consumo familiar de la televisión muestra que las
familias buscan momentos para hacer cosas juntos, compartir y a la
vez utilizar la televisión como un elemento importante de «comunión
familiar».
Citation
Rodríguez Rodríguez, Sergio and Rodríguez Ávila, Nuria (2021). “The Role of Television in Spa-
nish Households”. Revista Española de Investigaciones Sociológicas, 174: 129-146. (http://dx.doi.
org/10.5477/cis/reis.174.129)
Sergio Rodríguez Rodríguez: Universidad de Barcelona | sergio.rodriguez@ub.edu
Nuria Rodríguez Ávila: Universidad de Barcelona | nrodriguez@ub.edu
Reis. Rev.Esp.Investig.Sociol. ISSN-L: 0210-5233. N.º 174, April - June 2021, pp. 129-146130 The Role of Television in Spanish Households
Introduction what they want, where they want and when
they want. However, the consumption of tel-
This study analyses the assumed loss of evision continues to be the form of media with
television’s importance in Spanish homes. the greatest penetration in Spain; according to
In the first part of the article we look at the the data, approximately 85.4% of the popula-
most significant changes in television as a tion watched television yesterday (see Table 1).
medium. These changes have affected the Nevertheless, the phenomenon of multi-
way in which we consume television content, tasking has reduced the attention given to the
including the spread of the latter to devices household’s primary screen —the television—
other than the television proper and the con- and opened the door to a new form of watch-
sequences this has had on audience measu- ing television. The number of television pro-
rement. In the second part, we address the grammes is overwhelming. If, just a few years
changes that have taken place in Spanish ago, the programmes were limited by their
households and family structures. The study broadcast times, now we have the possibility
is in two stages. Our initial approach is quali- of watching programmes on our social net-
tative and based on ethnographic interviews, works. In Spain, a pioneer of this new formula
and our second stage is quantitative and ba- was the programme “la nube”, broadcast by
sed on 2,000 interviews from a representa- TVE (Spain’s national television), which emit-
tive sample of Spanish households. ted the programme on the web following its
For many years, the act of sitting on the televised broadcast. Viewers’ interactions
sofa and watching television formed part with the creators of content via social net-
of our leisure ritual or was associated with works were encouraged in this way.
family meals; now television shares space So-called social television is defined as
with smart phones, tablets, laptops and interactive television in which viewers par-
other gadgets. The loss of the transcend- ticipate (commenting, reading, etc.) in the
ence of television has to do, in part, with content through social networks or other
the loss of its exclusivity as the only device channels and do so through second screen
available to access its content. devices (González and Quintas, 2015).
Currently, we have multiple screens that
Social television has democratised the
permit us to enjoy audiovisual content. In ad-
medium by making the interactive partici-
dition, we have developed the ability to mul-
pation of viewers possible. For example,
titask (simultaneous use of devices), gener-
as viewers make comments on social net-
ally connected to the use of mobile devices
works about a programme, the creators of
that share space with the television and limit
the programme themselves can select the
the exclusive attention that it previously re-
most relevant and broadcast them, creating
ceived. The combination of watching televi-
a secondary broadcast or “backchannel”
sion combined with the use of a second de-
(Proulx and Shepatin, 2013) linked to what
vice is known as the second screen.
is on the primary screen. The integration of
The motives for the use of a second tweets in real time during the transmission
screen have been explored by Gil de of a programme is a frequently used tool
Zúñiga, García-Perdomo and McGregor by live television across the world. In this
(2015), linking it to watching the news, spe- way, vertical communication is created be-
cifically the search for greater depth in the tween content providers and public, as well
news or for exclusive content. as horizontal communication among a com-
Audiences have transformed from con- munity of viewers generated by the social
sumers of content to consumers that consume audience (González and Quintas, 2015).
Reis. Rev.Esp.Investig.Sociol. ISSN-L: 0210-5233. N.º 174, April - June 2021, pp. 129-146Sergio Rodríguez Rodríguez and Nuria Rodríguez Ávila 131
All these changes in the television para- ades; but it seems that it has recently lost
digm have been made possible thanks to its predominance, perhaps due to the ma-
technological advances, which have acted jor transformations it has undergone. Along
like chemical reactions, provoking a change these lines, the idea of the hybridisation of
in the model of television as a medium. the media raised by Chadwick (2013) is
However, the main spur has been the that the new environment no longer func-
high penetration of the Internet in Spain. tions based on the dilemma of “one thing
Internet is mainstream, now ubiquitous in or the other”, but rather based on an addi-
Spanish home. The latest official data, from tive approach of “one thing and another”,
October 2019, published by the Comisión fostering what is known as a transmedia
Nacional del Mercado de las Comunica- narrative. In this type of content the story
ciones, reveals that the number of fixed re- is told across multiple media and plat-
tail broadband lines was 15,169,6451. This forms.
is in a country with 18,535,900 households2 The information provided by Kantar Me-
according to Spain’s National Statistics Ins dia’s audimeters, the only operator meas-
titute. In addition, the country’s more than uring television audiences in Spain, has
47 million inhabitants3 account for 54 mil- changed. If a couple of years ago they had
lion cellular telephone lines (a penetration of to begin to report data for a deferred audi-
115.3%). Broadband cellular penetration as ence, adding that from the day of broadcast
a percentage of the population is 100.5%. with data up to seven days later due the
New devices appear that permit us to loss of importance of so-called prime time,
download television content on our smart- since the beginning of 2017, they have also
phones, tablets and computers, along with included data for household guests. They
new versions of software that facilitate inter- have also reached an agreement with the
connectivity among multiple apparatuses, sole operator that measures the audience
which, for convenience, can be accessed of internet sites in Spain, ComScore, to
by the television screen. These applications develop a so-called cross-media meas-
convert our devices into repositories and urement. This is an attempt to combine
players of content. television audience measurement with a
To close this virtuous circle, televisions measurement of online multi-platforms to
have become “intelligent”. In 41.3% of provide data without duplicating online and
Spanish households (see Table 2), there are television consumption. Cross-media con-
now Smart TVs and in 33.9% of households sumption covers both video and textual
there is an intelligent TV connected to the content, which can be accessed through
Internet. This simplifies the processes just a navigator, an application, a smartphone,
described, as these devices have their own a tablet, a computer, a free streaming de-
applications that permit inter-device con- vice or a television. This hybrid system is
nections via Wi-Fi and other systems. now functioning in the Netherlands, where
it provides a more complete view of what
The television has been the most influ-
audiences are watching. With this meas-
ential technological device of recent dec-
urement they will know the total number of
persons that consume a specific content,
1 Source: CNMC (2019). Datos mensuales. CNMC oc whether through the television or on online
tubre 2019.
platforms.
2 Source: INE (2019). Encuesta continua de hogares,
2019. Published April 2, 2019. New developments will continue in the
3 Source: INE (2019). Cifras de población. Datos defini future; for example, Nielsen, by capturing
tivos. January 1, 2019. the audio of broadcasts, is testing meas-
Reis. Rev.Esp.Investig.Sociol. ISSN-L: 0210-5233. N.º 174, April - June 2021, pp. 129-146132 The Role of Television in Spanish Households
uring audiences in the US for “over the top Spain in 2018, accounting for one of every
(OTT)” services and content, primarily au- three Spanish homes5.
dio and video, which is transmitted through The new OTT platforms are now a part
broadband infrastructures without the oper- of this. Accessible by internet, via subscrip-
ators and their networks being able to con- tions, HBO and Netflix were pioneers and
trol their distribution. have become established thanks to agree-
This, of course, has led to the genera- ments with the major telecommunications
tion of a wide range of data, which opera- operators in Spain: Movistar, Vodafone and
tors in the sector analyse with Big Data Orange, which include them in their serv-
techniques, converting the data into useful ices. Another OTT platform, Amazon, is fo-
knowledge for their marketing and commu- cused on its premium clients through its
nication decisions. There are mountains of Prime service. The latest to offer its serv-
data that they can use to provide new and ices in Spain has been the Rupert Murdoch
important information about how users be- owned channel, Sky, which began operat-
have, and which is central to the issues that ing in Spain in September 2017 for an ini-
concern us here. tial price of 10 euros, which permitted users
The spread of devices and gadgets, along to view content on up to three different de-
with the development of the multitasking abili- vices simultaneously.
ties of television audiences, has awakened These content providers in the classic
what has been termed the social audience. sense, compete with a new form of com-
According to Jenkins, television is no longer munication-exemplified by YouTube, with
time-delayed but can be in real time. We its enormous catalogue, as every minute
are living the zenith of participatory or con- 300 hours of video are uploaded to the
vergence culture (Jenkins, 2008). We have platform6. Castells (2009: 90) termed this
gone from watching television as a family on “self-communication of the masses”. In the
the sofa, the next day talking about what we United States, two of every three YouTube
watched, to now communicating about it in viewers state that they watch videos from
real time through social networks while we are this platform on a television screen (Blu-
consuming the content. Commentaries are menstein and Janacek Reeber, 2017).
generated spontaneously or encouraged by Paraphrasing Bauman, known for his
the programmes themselves, which propose concepts of the liquid society and liquid
hashtags to encourage people to converse. modernity (2017), television has lost its solid
In the words of Neira, “they permit individu- or static state; it has become liquid. We can
als to develop a public or semi-public profile enjoy television content using the device
within a system shared with other subjects” we consider most convenient whenever we
(Neira, 2013: 12). According to Kantar Media, want (see Graph 1): computers, tablets and
the seventh season of Game of Thrones ac- smartphone. Undoubtedly, it is the content
counted for approximately 4.4 million tweets which is important, as Bill Gates said in his
across the world in the three days following article “Content is King” (1996), and not the
its original emission4. place or device where we can enjoy that
The supply of television has multiplied. content.
Telecommunications corporations with their
packaged services that include pay tel-
evision reached 6,780,268 households in
5 CNMC (2019). Estadísticas Trimestrales. CNMC
cuarto trimestre de 2018.
4 Source: Kantar Media. 6 Source: Brandwatch, 2016.
Reis. Rev.Esp.Investig.Sociol. ISSN-L: 0210-5233. N.º 174, April - June 2021, pp. 129-146Sergio Rodríguez Rodríguez and Nuria Rodríguez Ávila 133
As Negroponte predicted, “digital life parent families and same-sex parenting
will include very little real time broadcast” having proliferated. Access to housing is
(1999: 201). Television is no longer linear. also increasingly more complicated due to
We have dropped the fixed price menu for rising costs; this has led to persons with-
a la carte, the dictatorship of the program- out blood ties sharing homes. If, before, this
mers for the desire to enjoy content. Linear was a “life stage” limited to a formative pe-
programming has fewer and fewer follow- riod, today it is common to share an apart-
ers, except in the case of live events, such ment for economic reasons, particularly in
as sports, concerts, etc. large cities.
This new reality has led the major audio- In the past decade, the number of
visual groups to place the contents of their openly homosexual couples has increased.
catalogues at the disposition of consum- In many countries, including Spain, such
ers of audiovisual services. Major telecom- couples can adopt children or have them
munications corporations offer, among their through assisted reproduction or surrogate
services, the rebroadcast of programmes, pregnancies.
as 50.1%7 of individuals that consume audi- The changes and transformations in
ovisual content online at least once a week,
family structures are different in each so-
do so watching rebroadcasts of previously
ciety and, in addition, change over time.
broadcast television programmes.
In fact, the family is a social community in
constant adaptation to new times, under
new circumstances that mark economic,
Types of family structures social, cultural, political, legislative and
sexual changes, etc. (Almeda et al., 2010).
Traditionally, television was an additional
Diverse factors influence the low or very
socialising element in Spanish families. In
low intensity of reproductive models that
contrast to the thesis that argues there has
have tended to reduce the number of chil-
been a change of the family for the indivi-
dren in family households. Among them are
dual as a result of the digital world, a future
the impact of the changing social position
that was foreseen in Coleman’s theory of
of women, a result of their growing partici-
modernisation (1993), others speak of the
effect of television on the nuclearisation of pation in the labour market, as well as the
the family, as it fosters internal family re- increasing instability of marriage that has
lations (Putnam, 2000). We examine whe- accompanied the growing independence
ther the family’s “totemic” position conti- of women in a context of the deinstitution-
nues in current society, where new models alisation of marriage. In addition, there is
of coexistence have emerged, the result of the influence of new cultural orientations,
the convergence of factors of a social, de- which give legitimacy and acceptability to
mographic and cultural nature. All of them changes in the family.
have provoked the emergence of new types Ajenjo-Cosp and García-Saladrigas ana-
of households. lysed the current situation of reconstituted
The family is the main source of social- families based on Spain’s Population and
isation, although it should be noted that Housing Census of 2001 and 2011 to follow
the 21st century has brought with it deep the evolution of these types of households
changes in family structures, with single- (Ajenjo, 2016).
The study by Luís Sánchez looks at the
7 CNMC (2019). Panel de Hogares. CNMC, segundo impact of technology on family relations
trimestre, 2018. (2015). For him the family is the most impor-
Reis. Rev.Esp.Investig.Sociol. ISSN-L: 0210-5233. N.º 174, April - June 2021, pp. 129-146134 The Role of Television in Spanish Households
tant institution in the socialisation of the in- to close circles, but now the internet offers
dividual, as it is the group with the greatest a very wide range of possibilities for meet-
influence in the initial years of life, when the ing others (Ayuso, 2015).
absorption of knowledge, ways of behav- Not everything is negative, however;
ing and culturisation are most intense. We Sánchez’s study has shown that family un-
begin from zero in our families and we try ion has been strengthened in a period in
to imitate the behaviours and actions of the which movement has increased, as the indi-
members of our family, ultimately adopting viduals that maintain the most communica-
them as our own. tion with their family members and friends
Family institutions have undergone an by telephone and/or internet also have a
important transformation, with families be- greater predisposition to and are more likely
coming smaller, fostering individuality, as to meet in person. ICTs also have very posi-
well as women’s access to the labour mar- tive effects in the education sphere, due
ket, reducing the influence of mothers on to the ease of access to information they
the educational process. These changes provide. For Ayuso, the new family struc-
have had significant impact on the behav- tures continue to evolve, improving in some
iour of all family members, given that social- aspects and worsening in others; what is
isation is not only from parents to children, important is to know the risks that these
but from children to parents and between changes entail and to try to minimise them
siblings as well. (Ayuso, 2015). In addition, according to
Manzano and Fernández-Mellizo, the im-
Another factor to take into account in pact of ICTs and the use made of the inter-
this evolution of the family are the new net reveal how individuals with higher levels
technologies, in Spain, specifically the In- of education and “with greater educational
ternet, computers, smartphones, etc. that opportunities use new technologies more
are present in practically all households and moderately” (Manzano, 2019).
used by members from very early ages. Dif-
Based on these new ways of seeing the
ferent studies on the impacts of ICT (infor-
different family forms, our objective is to an-
mation and communication technologies)
alyse if the conjunctural changes and trans-
on family behaviour have shown how the
formations of the way in which we watch
control that parents once had in the social- television have led to changes in the role of
ising process of their children has been lost, television in Spanish homes, and if there are
due to the access to information of all types differences in behaviour based on the differ-
that can be obtained through the Internet, ent typologies or family structures.
as well as from communication and interac-
We have quantified the different types
tion with other individuals.
of families using data available from the
Internet access fosters individual auton- Spain’s National Statistics Institute (INE),
omy and the expression of the individual as well as the definitions that the industry
personality, as through these new technol- uses, which are the life cycle of households
ogies individuals can express themselves from the TNS and the classification of the
freely and without restrictions. Weak ties AIMC8. The INE counts 18,535,9009 house-
are fostered (with friends and acquaint- holds currently in Spain, a figure very close
ances) in detriment to strong ties (with
family members). The family also loses 8 AIMC (2018). Ciclo de vida de los hogares [Household
control in terms of the formation of cou- life cycle].
ples, as going out among young people 9INE (2019). Encuesta continua de hogares. Año 2019.
was before much more likely to be limited Published on April 2, 2019.
Reis. Rev.Esp.Investig.Sociol. ISSN-L: 0210-5233. N.º 174, April - June 2021, pp. 129-146Sergio Rodríguez Rodríguez and Nuria Rodríguez Ávila 135
to the 18,406,100 that we took as a refer- in which they recorded representative mo-
ence for an earlier study in 2016 and whose ments from their daily lives.
distribution can be seen in Graph 2. For the quantitative stage we carried out
a total of 2000 interviews, using a semi-
structured questionnaire with both open
Data and methods and closed questions. Eighteen hundred
were online interviews while the other 200
We used a dual methodological approach, were done face to face with persons 65
combining quantitative and qualitative te- years and over in single-person households,
chniques. The data was gathered in 2017 which are often not well represented in on-
and the universe for this study is Spanish line panels. In total, one man or woman,
households that have a family structure. 18 years of age or over, was interviewed in
Households constituted by two or more nu- each home, acting as representative of that
clear families and those that have a nuclear household. The sampling error for these in-
family along with other persons were ex- terviews was calculated for the most unfa-
cluded. as the members of these types of vourable sampling conditions (p=q=50%)
households do not behave as a family, with and with a confidence level of 95.5%,
some household members acting comple- ±2.23% for the total data.
tely autonomously in their consumption and The distribution of the interviews is shown
purchasing decisions. in Table 3. In the case of showing significant
The qualitative methodology took the differences in the results tables, these are
form of 100 ethnographic family interviews collected at 95% confidence and are illus-
(Hammersley and Atkinson, 1994) distrib- trated by lowercase letters.
uted at the national level. The researchers
visited the households of the families cho-
sen for the interviews, which lasted approx- Analysis and results
imately three hours. This technique per-
mitted the researchers to enter a natural From the results we find various relevant
context with the family in daily life. It also findings on the role that television plays in
allowed them to capture participants’ dis- Spanish households and its role in family
courses, expectations, desires and frus- socialisation processes. The first of these is
trations, as well as know the places and that we are never alone if we do not want to
spaces where family life takes place. The be. In this sense, in the discourse obtained
researchers ultimately entered the family ec from the qualitative interviews, the literal
osystem, where members can recount their statement “I am watching TV, but my son
experiences and perspective. This process is on his cell phone watching YouTube”,
was carried out in two stages. In the first stands out, as now it is possible to share
stage, we carried out brief individual inter- a physical space —the sofa— while each
views with each member of the family; in member of the household is consuming di-
stage two we produced a debate with all fferent audiovisual content depending on
the members of the family participating. their interests.
To complete the qualitative research, we Television consumption in hyper-techni-
asked 30 of the 100 families interviewed to fied homes (see Table 4) and multi-tasking
also participate in digital ethnographic in- have generated a new sofa. We are not re-
terviews. During one week these families ferring to the traditional piece of furniture,
made brief videos with their smartphones but to social gatherings that take place on
Reis. Rev.Esp.Investig.Sociol. ISSN-L: 0210-5233. N.º 174, April - June 2021, pp. 129-146136 The Role of Television in Spanish Households a virtual sofa through social networks: in couples it reached 45%, which is 27% particular, on Facebook, Twitter and What- more than the average for pay television. sapp, among others. The experience of Among what we refer to as shared homes, watching television on our smartphones, it was 43%, 21% above the average, and tablets and laptops indicates we are hyper- among Young Singles, it was 40%, 13% connected with multiple possibilities for so- above the average. What was happen- cial interactions. Social networks increase ing in these households? What was tak- the feeling of being connected and being ing place was collaborative consumption a part of something (Proulx and Shepatin, based on the possibility that these plat- 2013) and they offer the comfort of pres- forms offer to watch on different devices ence/absence. We are alone and we like it, at the same time. In the case of Netflix, in but at the same time, thanks to this virtual its premium version up to 4 screens can sofa, we feel accompanied and this com- watch simultaneously for €13.99 a month. forts us; we are “free together” as François In other words, the subscription cost can de Singly puts it (2000). The duality of both be shared among friends or family. presence and absence constitutes an au- Another important fact is that at spe- thentic revolution, a new manner of watch- cific times individual consumption takes ing, commenting and experiencing televi- precedence. In this context, it may be that sion programmes. Concretely, we relate although various family members are shar- through a virtual platform to comment live ing a physical space, each one is enjoying on televised content (Proulx and Shepa- different content based on their own indi- tin, 2013). Delayed broadcasting and com- vidual interests. As one participant stated: menting the following day has lost impor- “I’m watching a series with my partner tance. Interviewers made statements such while she is on her cell phone”. The tech- as: “People no longer want to be alone”; nology and the ways in which it is used in “It’s good... because being alone... you feel households has changed the model of tel- surrounded by people. And this hooks you”; evision consumption. The group model, in “When you go to school or the university... which the whole family gathers around the the first thing in the morning was to men- television, has broken down. We have seen tion... I watched this series or that one. Now a rapid shift to a decentralised model; the you do it on Whatsapp”. family separating to watch TV by leaving That 35.78% of families have pay tel- the sanctum of the living room, consum- evision stands out, accounting for more ing television in other rooms of the home. than the 6.5 million households that are However, in many homes there has been a subscribed to one of the available plat- return to the sanctum without completely forms. As someone in one of the ethno- abandoning this new model. With laptops graphic interviews said: “If you try pay and tablets it is now possible to share a television, you stop watching normal physical space —the sofa, for example— TV”. However, pay television is unequally while each member of the household con- distributed by family typology (see Ta- sumes according to his/her interests and ble 5), with the classic “family with chil- concerns. dren” prominent, revealing that much tel- The Spanish live in hyper-technified evision consumption is by and for the households that facilitate personalised con- children. What is also noticeable is that sumption of audiovisual content. As we in households with fewer resources, the were told in the ethnographic interviews, penetration of pay television was at least sometimes making schedules compatible is 10% above the average. Among young difficult: “I get up early; I can’t watch a se- Reis. Rev.Esp.Investig.Sociol. ISSN-L: 0210-5233. N.º 174, April - June 2021, pp. 129-146
Sergio Rodríguez Rodríguez and Nuria Rodríguez Ávila 137
ries that begins at 11PM and who knows riage ties), the motives behind choosing
when it finishes; I usually record the end content are different and are also linked to
of the series, otherwise I get to sleep very their type of consumption. These are house-
late”. The technology is a facilitator in this holds in which they consume more series,
context. including several at the same time. They
Now that we have looked at the role of have popularised so-called binge watch
technology in encouraging the consumption ing, or the marathon consumption of series,
of content in individualised form, in this sec- a content which was originally designed to
tion we emphasise the role that television be broadcast over time. This phenomenon
has as an element of group enjoyment. In has implications for the production of such
the study by Punto de Fuga, within the bat- content. In this system, the series has to
tery of attitudinal items, participants were be produced as if it were a single product,
asked for their level of agreement with the without the possibility for changes that can
statement “We often sit together as a fam- be made during a broadcast season. This is
ily to watch a television programme”. In Ta- the model advocated by Netflix, which, as
ble 6 we can see the results by the different we see in Table 6 has achieved significant
types of households for which this ques- penetration in these households. It forms
tion makes sense, that is, in those homes part of their usual leisure and maintains
with two or more persons. In 58% of such them connected with their broader environ-
homes, members more or less regularly ment (“we then talk about it when we get
watched television together. They generally together with friends”).
did so to watch series, sports and talent
shows, such as Master Chef and Opera
ción Triunfo. The highest proportions are Discussion and Conclusions
reached in households with small children,
with percentages decreasing as the chil- There are many conclusions to draw from
dren grow older. this study. First, we accept the initial hypo-
Regarding the differences by household thesis that the role of television continues
type, families with children look for content being important in Spanish households, as
that is aimed at and adapted to the tastes despite the growth in the number of devi-
of children. They also look for content in its ces in the home, television content fosters
original language version, as an educational self-realisation and therefore, individualisa-
choice, something that children and adoles- tion. Thus, the number of devices is not an
cents generally prefer (“we watch movies in obstacle for television to continue to have
English, that way we practice”). The inten- a preponderant role within the home and in
sity of this phenomenon declines as the au- internal family relationships (Putnam, 2000).
tonomy of the children increases. Spanish families have understood that to
In DINK homes 10
(homes of couples function well they need to respect the indi-
with no children and in which both part- vidualities and peculiarities of each member.
ners work) and Share Homes (those homes In addition, they have created “shelters” for
formed by persons with no blood or mar- the personal time of each individual, as we
found in our ethnographic interviews (Ham-
mersley and Atkinson, 1994). This behaviour
10 Acronym that stands for double income, no kids and is considered to be healthy and positive for
refers to couples without children that have decided family coexistence.
to postpone parenthood indefinitely, even renouncing
having children, so they can exclusively dedicate them- In addition, television continues to play a
selves to their careers. crucial role as an element of socialisation in
Reis. Rev.Esp.Investig.Sociol. ISSN-L: 0210-5233. N.º 174, April - June 2021, pp. 129-146138 The Role of Television in Spanish Households
the home. Families continue to sit together longing to a group. We can now comment
to enjoy audiovisual content using the tel- in real time on television content, when be-
evision. In this case, the content is mostly fore we waited until the day after broad-
series or talent shows. In this study we find cast.
that, although the motivations differ in func- The penetration of pay television in
tion of family type, all have a common inter- Spain now reaches more than six million
est: to share. households. This has been encouraged by
The role of television is noteworthy in telecommunications firms as a means of
households with small children and ado- generating customer fidelity through sub-
lescents, where the search for content is scribing to various services: telephone, in-
oriented toward their tastes. The inten- ternet and television. This has generated a
sity of this phenomenon decreases as the type of collaborative consumption through
autonomy of the children increases. Tel- the sharing of subscriptions to pay for tele-
evision is used not only as a “babysitter” vision platforms among friends and family.
but also as an educational option. In this The avid consumer now binge watches:
way, among households with children, the the almost compulsive consumption of pri-
choice of watching series or cartoons in marily series in marathon sessions. Content
English has a dual importance. It is a form that was before distributed weekly, is now
of leisure and entertainment for children, distributed in packages, that is, on a spe-
but it is also an educational option for par- cific day a complete season of a series is
ents concerned about the importance of made available.
learning English.
In future research it will be important
Enjoying television encourages the shar- to analyse more deeply more qualitative
ing of content among members of the fam- factors regarding the relationships estab-
ily because, in the words of the Spanish lished thanks to television. What aspects
singer, Alaska: “The best memories emerge are most important for families when shar-
from the television, the memory we have of ing content? The way in which priorities are
the smell of what is cooking, of being with established in choosing content should be
our families”. examined. It would also be useful to con-
As explained (Proulx and Shepatin, sider the perspective of the producers and
2013), the role that social networks have in distributors of content in future research,
consuming television is fundamental. So- and if they have a vision to take advantage
cial networks strengthen the feeling of be- of said consumption and to encourage it.
Reis. Rev.Esp.Investig.Sociol. ISSN-L: 0210-5233. N.º 174, April - June 2021, pp. 129-146Sergio Rodríguez Rodríguez and Nuria Rodríguez Ávila 139
TABLE 1. Evolution of the general media audience (2000-2019) (% penetration)
Internet last 30
Universe (000)
Supplements
Total Radio
Newspaper
Magazines
Yesterday
Television
Outside
Pob+14
Internet
Cinema
days
2000 34,733 36.3 32.1 53.6 52.9 89.2 11.0 12.6 5.6
2001 34,817 35.9 30.4 52.8 52.4 89.2 11.2 20.4 9.0
2002 34,817 37.4 29.5 51.4 54.7 89.9 10.2 22.5 10.6
2003 35,243 39.7 29.4 53.1 57.9 90.7 9.0 26.9 13.6
2004 36,405 41.1 30.4 55.1 56.8 89.6 8.9 32.4 16.8
2005 37,084 41.1 27.7 53.8 55.5 88.9 7.1 34.4 19.7
2006 37,439 41.8 25.4 47.7 56.1 88.6 6.0 37.5 22.2 50.7
2007 37,911 41.3 24.9 49.4 54.7 88.7 5.3 41.1 26.2 52.0
2008 38,261 42.1 21.7 53.3 53.1 88.5 4.2 45.4 29.9 50.9
2009 39,462 39.8 21.9 51.3 55.3 89.0 4.3 49.3 34.3 52.9
2010 39,435 38.0 19.2 50.4 56.9 87.9 3.9 53.0 38.4 51.6
2011 39,485 37.4 18.2 48.9 58.5 88.5 3.4 57.1 42.5 57.1
2012 39,449 36.1 16.2 45.4 61.9 89.1 3.3 60.4 46.7 64.7
2013 39,331 32.4 14.6 43.4 61.5 88.7 3.0 64.5 53.7 61.3
2014 39,681 29.8 12.7 41.0 61.0 88.6 3.8 69.3 60.7 58.8
2015 39,724 28.5 11.0 38.5 60.1 88.3 3.4 74.1 66.7 69.3
2016 39,716 26.5 9.5 35.2 60.0 87.8 4.0 77.3 71.9 74.7
2017 39,783 24.3 8.7 32.8 59.3 85.2 3.9 80.3 75.7 77.8
2018 39,852 22.8 7.4 29.7 57.5 85.0 3.9 82.1 77.9 77.2
2019 40,288 21.7 7.0 29.4 56.9 85.4 4.6 83.9 79.9 81.3
Source: AIMC (2020). Marco general de los medios en España.
Information regarding the data for monthly magazines, etc. Until 2017 rea-
ders on paper. Starting in 2018 includes pa-
Daily accumulated audience for radio and per and digital papel and digital/pdf.
television. Weekly audience for cinema.
For print media: reading during period of Outside: until 2014: seen adverstising
publication: daily for newspaper, weekly for the previous day, since 2015: seen adverti-
weekly magazines and suplements, monthy sing during the past week.
Reis. Rev.Esp.Investig.Sociol. ISSN-L: 0210-5233. N.º 174, April - June 2021, pp. 129-146TABLE 2. Evolution of devices in the home (2000-2019) (% households)
140
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
Television 99.5 99.6 99.6 99.6 99.5 99.6 99.4 99.5 99.5 99.5 99.4 99.3 99.3 99.3 99.2 99.1 99.0 98.8 98.7 98.5
Smart TV 15.9 17.5 21.6 31.3 41.3
Smart TV internet 4.3 6.6 7.8 10.4 14.4 23.8 33.9
Fuente: AIMC (2020). Marco general de los medios en España.
GRAPH 1. Consumption of audiovisual content by device/terminal (avg. hours per day)
3,8
2,9
1,3 1,4
1,1 1,0
0,3 0,4
Television screen Computer screen Tablet Cell phone
Reis. Rev.Esp.Investig.Sociol. ISSN-L: 0210-5233. N.º 174, April - June 2021, pp. 129-146
Work days Weekends and holidays
Source: CNMC (2019). Panel de Hogares CNMC segundo trimestre de 2018.
The Role of Television in Spanish HouseholdsSergio Rodríguez Rodríguez and Nuria Rodríguez Ávila 141
GRAPH 2. Distribution os Spanish households 2018
Source: By authors based on the Continous Household Survey and the TNS’s classification of life cycle.
TABLE 3. Distribution of interviews
Qualitative Quantitative
Ethnographic Ethnographic Online Face-to-Face
Family Digital Interviews Interviews
COUPLES
Young couples (heterosexual) 11 3 200
Young couples (homosexuals) 2 2
Empty nest (Young: below 65 years of age) 7 2 200
Empty nest (Mature: over 65 years of age) 8 2
CLASSIC FAMILY
With small children 10 3 200
With adolescent children 10 2 200
With adult children 10 2 200
SINGLE PARENT 200
Mother with children 8 2
Father with children 2 2
SINGLES
Young singles (below 35) 8 2 200
Mature singles (from 36 to 65) 8 2 200
Senior Singles (over 65) 8 2 200
SHARE HOME 200
Young (up to 35) 4 2
Adult (from 36) 4 2
100 30 1.800 200
Source: Punto de Fuga (2017). Las mil y una familias.
Reis. Rev.Esp.Investig.Sociol. ISSN-L: 0210-5233. N.º 174, April - June 2021, pp. 129-146TABLE 4. Household devices
142
(h)
(g)
family (f)
With adult
With small
Dinkies (a)
children (c)
children (e)
children (d)
Single parent
Young Singles
Empty nest (b)
Share home (j)
Mature Singles
With adolescent
Senior Singles (i)
Weighted sample 139 323 238 310 196 235 83 239 231 68
Real sample 215 205 226 202 209 202 204 200 199 200
48.4 71.7 61.5 76.2 72.2 57.9 32.4 52.0 45.0
Desktop PC 12.6
gi acfghij aghij acfghij acfghij gij i gi gi
79.5 74.1 84.5 90.6 87.6 83.2 86.3 79.0 91.5
Laptop 22.1
i i bi abfhi abhi bi bi i abcfhi
64.7 65.4 85.4 80.2 71.3 65.3 52.5 53.0 58.5
Tablet/Ipad 9.5
ghi ghi abefghij abefghij ghij ghi i i i
47.9 41.5 48.7 57.4 47.4 37.6 37.3 44.0 30.5
Smart TV (Connected TV) 12.1
fgij ij fgij befghij fgij i i ij i
73.2 77.9 78.2 72.7 75.7 64.7 65.5 81.4 71.5
Normal TV (not connected) 54.4
a agh agh a agh a a aeghj a
37.2 10.2 59.7 66.3 41.6 46.0 27.5 15.5 26.5
Reis. Rev.Esp.Investig.Sociol. ISSN-L: 0210-5233. N.º 174, April - June 2021, pp. 129-146
Console (PS4, Xbox one…) 0.5
bghij i abefghij abefghij bghij bghij bhi i bhi
94.1 90.3 92.1 94.3 81.7 70.5 85.9 72.5
Landline 69.8 61.3
afghij afghj afghij afghij aghj g aghj g
Source: By authors based on: Las mil y una familias. Punto de Fuga (2017).
The Role of Television in Spanish HouseholdsSergio Rodríguez Rodríguez and Nuria Rodríguez Ávila 143
TABLE 5. Percentage of households with pay television by type of household
% of househols that have pay television % with respect
(Netflix, HBO, Movistar…) to total
TOTAL 35 100
COUPLES
Dinkies/Young couples 45 127
Empty nest 37 105
CLASSIC FAMILY
With small children 42 118
With adolescent children 42 118
With adult children 44 124
SINGLE PARENT 32 91
SINGLES
young singles (below 35) 40 113
Mature singles (from 36 to 65) 32 91
Senior Singles (over 65) 8 21
SHARE HOME 43 121
Source: By the authors based on: Las mil y una familias, Punto de Fuga (2017).
TABLE 6. D
egree of agreement (strongly or totally in agreement) with the statement “We often sit together as a
family to watch a television programee”
Percentage “we often sit together as a % with respect
family to watch a television programme” to total
TOTAL 58 100
COUPLES
Young couples 62 107
Empty nest 52 90
CLASSIC FAMILY
With small children 71 122
With adolescent children 61 105
With adult children 55 95
SINGLE PARENT 55 95
SHARE HOME 43 74
Source: By the authors based on: Las mil y una familias, Punto de Fuga (2017).
Reis. Rev.Esp.Investig.Sociol. ISSN-L: 0210-5233. N.º 174, April - June 2021, pp. 129-146144 The Role of Television in Spanish Households
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Reis. Rev.Esp.Investig.Sociol. ISSN-L: 0210-5233. N.º 174, April - June 2021, pp. 129-146doi:10.5477/cis/reis.174.129
El rol de la televisión en los hogares españoles
The Role of Television in Spanish Households
Sergio Rodríguez Rodríguez y Nuria Rodríguez Ávila
Palabras clave Resumen
Audiencia Desde hace unos años se observa en España una tendencia que
• Audiometría revela que el carácter totémico, como un elemento más en los
• Familias procesos de socialización en las familias, que tenía la televisión está
• Portátiles transformándose. Este hecho, unido al efecto del multitasking, parece
• Smartphones que ha logrado el ocaso del rey de la casa. Nuestra hipótesis de
• Socialización partida era que la televisión continuaba teniendo un papel central en
• Tabletas los hogares españoles. En 2017, el instituto de investigación Punto de
• Televisión Fuga lanzó un estudio titulado Las mil y una familias. La metodología de
este estudio fue la realización de 100 entrevistas etnográficas y 2.000
encuestas. El consumo familiar de la televisión muestra que las familias
buscan momentos para hacer cosas juntos, compartir y a la vez utilizar
la televisión como un elemento importante de «comunión familiar».
Key words Abstract
Audience For some now years a trend has been observed in Spain revealing that
• Audiometry the totemic character of television, and in particular, as an important
• Families element in family socialization processes, is changing. This fact coupled
• Laptops with the effect of multitasking seems to have led to the decline of the
• Smartphones king of the household. Our starting hypothesis in this study was that,
• Socialization despite all the evolutions and mutations, television continues to play a
• Tablets central role in Spanish households. In 2017, the research institute Punto
• Television de Fuga, launched the foundational study “Las mil y una familias” [A
Thousand and One Families] as an x-ray of Spanish families. In that
study, the following methodologies were applied: 100 ethnographic
interviews and 2000 surveys. Household television consumption shows
that families are looking for shared moments and therefore they use
television as an important element for “family communion”.
Cómo citar
Rodríguez Rodríguez, Sergio y Rodríguez Ávila, Nuria (2021). «El rol de la televisión en los ho-
gares españoles». Revista Española de Investigaciones Sociológicas, 174: 129-146. (http://dx.doi.
org/10.5477/cis/reis.174.129)
La versión en inglés de este artículo puede consultarse en http://reis.cis.es
Sergio Rodríguez Rodríguez: Universidad de Barcelona | sergio.rodriguez@ub.edu
Nuria Rodríguez Ávila: Universidad de Barcelona | nrodriguez@ub.edu
Reis. Rev.Esp.Investig.Sociol. ISSN-L: 0210-5233. N.º 174, Abril - Junio 2021, pp. 129-146130 El rol de la televisión en los hogares españoles
Introducción vinculadas al visionado de noticias. La bús-
queda de mayor profundidad en las noticias
Este trabajo se centra en analizar la supuesta o de contenidos exclusivos está vinculado
pérdida de la transcendencia de la televisión al uso de las segundas pantallas.
en los hogares españoles. En la primera parte Las audiencias se han convertido en
del artículo, se recopilan los cambios más consumidoras de contenidos, con consumi-
significativos que ha vivido la televisión como dores que consumen lo que quieren, dónde
medio. Cambios que han afectado a la forma quieren y cómo quieren. Aunque el con-
en que se consumen los contenidos televisi- sumo de televisión sigue siendo el me-
vos, a la extensión de los mismos fuera del dio con mayor penetración en España, el
propio dispositivo televisivo y a las conse- 85,4% de la población española fue teles
cuencias que tiene en términos de medición. pectadora ayer (véase tabla 1).
En la segunda parte se abordan los cambios Sin duda, el fenómeno multitarea ha re-
que han vivido los hogares españoles y por ducido la atención a la pantalla principal del
ende las estructuras familiares. Todo ello para hogar que era la televisión, pero ha abierto la
abordar el objetivo del estudio a través de un puerta a una nueva forma de ver televisión.
estudio en dos fases. Una primera aproxima- Los programas se desbordan. Si hace unos
ción cualitativa basada en entrevistas etno- años, los programas se limitaban a su tiempo
gráficas y una segunda cuantitativa con una de emisión, ahora tenemos la posibilidad de
muestra de 2.000 entrevistas representativas que una vez finalizada la emisión televisiva
de los hogares españoles. continúe en las redes sociales. Pionero de
Si tomamos en consideración que hace esta nueva fórmula fue el programa La nube
unos años el acto de sentarse en el sofá a de TVE, que continuaba sus emisiones en la
ver la televisión formaba parte de nuestro ri- web. Se fomentan las experiencias, con la in-
tual de ocio o estaba asociado a la actividad teracción vía redes sociales de los televiden-
de las comidas familiares, ahora la televisión tes con los creadores de los contenidos.
tiene que compartir espacio con smartpho- La denominada televisión social la de-
nes, tabletas, portátiles y otros gadgets. La finen (González-Neira y Quintas-Froufe,
pérdida de transcendencia de la televisión 2015) como aquel tipo de televisión interac-
tiene que ver, por una parte, con la pérdida tiva en la que los espectadores participan
de su exclusividad como único dispositivo (comentando, leyendo, etc.) en los conteni-
de acceso a los contenidos. dos a través de redes sociales u otros ca-
Actualmente, disponemos de múltiples nales y emplean para ello dispositivos de
pantallas que nos permiten disfrutar de con- segunda pantalla.
tenidos audiovisuales. Por otra parte, se han La televisión social ha democratizado el
desarrollado habilidades multitarea (uso si- medio al posibilitar la participación interac-
multáneo de dispositivos), generalmente uni- tiva de los telespectadores. Por ejemplo, a
das al uso de los dispositivos móviles que medida que la gente hace comentarios en
comparten espacio con la televisión y limitan redes sociales sobre la temática del pro-
la atención exclusiva que tenía esta. Esto se grama, la realización del mismo selecciona
conoce como la segunda pantalla, es decir, los más relevantes y los muestra en emisión,
la combinación del visionado de la televisión creando una emisión secundaria o back-
con el uso de una segunda pantalla. channel (Proulx y Shepatin, 2013) vinculada
Las motivaciones del uso de la segunda a la que se vive en la pantalla principal. La
pantalla han sido exploradas por (Gil de integración de tuits en tiempo real durante
Zúñiga, García-Perdomo y McGregor, 2015) la transmisión de un programa es una herra-
Reis. Rev.Esp.Investig.Sociol. ISSN-L: 0210-5233. N.º 174, Abril - Junio 2021, pp. 129-146You can also read
