The consumption in Spain of newspapers, supplements, magazines, and radio has been on the decline this year 2018 compared to the previous year, according to the data from the third wave of 2018 of the General Media Study (EGM), recently published by the AIMC (Association for Media Research).
Only 22.8% of those over 14 years old consume newspapers in Spain, compared to 24.3% last year. This is the lowest figure in the last two decades. In the case of magazines, the percentage of readers is 29.7%, 3.1 points less than the 32.8% last year. And for supplements, the percentage is only 7.4% (compared to 8.7% in 2017).
Radio has also declined this year by almost a couple of points. According to the EGM, 57.2% of the Spanish population listens to it, compared to 59.3% the previous year.
Television, which is the most used medium by the Spanish population, has only lost a couple of tenths, remaining at 85% of consumers.
Out-of-home advertising has slightly declined (it went from 77.8% in 2017 to 77.2% in 2018), while cinema has remained stable (3.9%).
The medium that grows the most in penetration is internet, already used by 77.9% of Spaniards. Last year the percentage was 75.7%.
But in addition to offering this year's snapshot, at The New Barcelona Post we have analyzed in detail the evolution of each medium over the last two decades and also the penetration of each medium according to the age of consumers.
The following two graphs allow visualizing how media consumption in Spain has evolved from 1997 to 2018.
And the two graphs offered below show media consumption according to the age of consumers. The first shows the data based on age and the second based on the medium.
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