Impact of Mobility Restrictions Due to COVID-19 on TV Consumption in Spain in 2020

ABSTRACT

On March 14, 2020, a state of alarm was decreed in Spain, including restrictive mobility and economic activity measures. These restrictions caused changes in life habits, entertainment, and media consumption. The constant need for information promoted television as a trusted channel to bring current affairs closer to citizens. The interruption of programming with news flashes marked the program schedule and triggered TV consumption, especially during strict lockdown. There was a drop in television advertising investment of -18.4 % compared to 2019 and -50 % in April and May. Two reasons can explain the increase in TV consumption the need for information on the epidemiological context and the increased time that citizens spent in their residence due to mobility restrictions. The first point can be contrasted with the significant increase in the audience of newscasts and the second with the correlation between citizens’ consumption and mobility. This analysis makes it possible to predict TV consumption based on mobility and design better media planning strategies tailored to the possible scenarios caused by COVID-19. © 2022 Universidad de La Sabana. All rights reserved.