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 homes, an exhaustive study was made on the tuning of national and international television consumption in Colombian homes in the month of October, 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, having almost 94% of the channel offer, in Colombia, national channels reach 37.64% 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 93.33% of the total rating is concentrated by private channels, where of this percentage, Canal Caracol takes 60.74%, Canal el RCN 35.02% and Canal 1 4.24%. This share shows the solid position of private channels in the preference of the Colombian public.

On the other hand, the remaining 6.67% of the national rating corresponds to public channels, where of this percentage, Canal Teleantioquia takes 27.45%, Señal Colombia 13.88%, Telecaribe 13.19%, Telepacifico 13.08%. Although to a lesser extent, these public channels still have a space in the national televisión market.

Consumo de Canales Internacionales

Within the total rating of the day, international channels achieve 61.36% of the share. Of this percentage, in cable channels (94.8% of the share), Cliente Claro takes 13.74%, ESPN 4.58%, CITYTV 4.26%, WIN SPORTS 3.43%, RED+ 2.90%, as the most popular in October.

Premium channels capture 5.2% of the rating among international channels, with Win Sports Premium taking the segment with 75.33%, followed by HBO Family, HBO 2 and HBO 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.

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 'Over' time slot (12:00am - 5:59am), international television concentrates 78.88% of the rating, while national channels reach 21.12%.

• During the day ('Day', from 6:00am to 11:59am), international television maintains its leadership with 63.37% of the rating, although national channels increase their share to 36.63%.

• In the 'Early' time slot (from 12:00pm to 6:59pm), international television continues to be the most consumed with 64.25% of the rating, while national channels obtain 35.75%.

• During prime time ('Prime', from 7:00pm to 10:30pm), national channels (44.82%) slightly tie with international ttelevisión(55.18%).

• In the 'Late' slot (from 10:30pm to 11:59pm), international television regains its leadership with 61.83% of the rating, followed by national channels with 38.17%.

The 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 satisfy the demands of the constantly evolving public.

Team Centro Nacional de Consultoría