Comprehensive Analysis of Television Consumption in Colombia

The television landscape in Colombia presents a dynamic marked by the predominance of national channels in prime time and the significant influence of international channels in the rest of the time slots. Using data from CNC Ratings collected in 700 municipalities, with a representative sample of more than 200,000 households, an exhaustive study was made on the tuning of national and international television consumption in Colombian households in the month of August, revealing distinctive consumption patterns in different time slots, as well as a clear preference for certain channels.

Although the offer of international channels is wide, accounting for almost 94% of the channel offer, in Colombia, national channels reach 41.19% of the total share; which reflects that, despite the competition from international channels, Colombian national channels maintain a solid audience share and a significant relevance in the country's television market.

National Channels Consumption

In the context of national television (Private + Public without international channels), the data show that 93.83% of the total rating is concentrated by private channels, where of this percentage, Canal Caracol took 57.96%, Canal el RCN 30.56% and Canal 1 5.3%. This share shows the solid position of private channels in the preference of the Colombian public.

On the other hand, the remaining 6.17% of the national rating corresponds to public channels, where of this percentage, Teleantioquia took 29.53%, Telepacifico 12.18%, Telecarible 12.11%, and Señal Colombia 11.69%. Although to a lesser extent, these public channels still have a space in the national television market.

International Channel Consumption

Within the total rating of the day, international channels achieve 58.81% of the share (Including cable channels and premium channels). Of this percentage, Cliente Claro takes 12.2%, CityTV 4.48%, TNT 2.76%, ESPN 2.63%, Win sports premium 2.59%, as the most popular in August.

Premium channels capture 3.8% of the rating among international channels, with Win Sports Premium, HBO Family, HBO and HBO 2 in order as the most prominent in this category. These channels offer select programming that attracts a specific audience willing to pay for exclusive content, with Win Sports Premium standing out among them, which captured 64.36% of the audience in this premium segment.

Analysis by Time Slots

• The analysis by time slots reveals interesting consumption patterns that reflect the preferences of the Colombian public at different times of the day.

• In the 'Morning' time slot (12:00am -5:59am), international television concentrates 77.86% of the rating, while national channels reach 22.14%.

• During the day ('Day', from 6:00am to 11:59am), international television maintains its lead with 62.47% of the rating, although national channels increase their share to 37.53%.

• In the 'Early' slot (from 12:00pm to 6:59pm), international television remains the most consumed with 63.51% of the rating, while national channels obtain 35.49%.

• During prime time ('Prime', from 7:00pm to 10:30pm), national channels (50.81%) slightly win over international television (49.2%).

• In the 'Late' slot (from 10:30pm to 11:59pm), international television regains its lead with 61.26% of the rating, followed by national channels with 38.74%.

Analysis of television consumption in Colombia reveals a clear preference for national channels in certain time slots, especially during prime time. However, international channels, both cable and premium, maintain a strong presence throughout the day, highlighting their popularity in the early hours of the morning and during the day. This diverse panorama reflects the variety of tastes and preferences of the Colombian audience, as well as the importance of offering varied and attractive programming to meet the demands of the constantly evolving public.

Team Centro Nacional de Consultoría