Trust, distraction and support. These were the feelings that Spaniards expressed in the 60s of the last century in relation to the radio, the medium to which they mostly went both to be informed and to have a good time, as revealed by a survey carried out by the Institute of Public Opinion –predecessor of the current Center for Sociological Research (CIS)– in June 1964. The study was carried out on a universe of 1,408 people over 18 years of age, of both sexes and different origins and social conditions, although all of them resided in Madrid.
Listening to the radio was the most popular activity among the diverse population who responded to the survey. 67% did it and it was an intergenerational hobby, even though the percentage of listeners was reduced among the youngest to 43%. In reality, it was an easy occupation, since 95% of those interviewed had a radio at home.
Reading the newspaper and going to the cinema were the other two leisure activities that took the cake, since 51% recognized that this was how they partly occupied their free days, although the cinema option rose to 88% in the lowest percentage. age group, while reading the press was completely transversal, with a peak of 55% of those interviewed between 60 and 69 years old.
Behind was the dedication to sitting in front of a television, at home or in a public place, since the same study revealed that only 36% of homes had one. It was an activity practiced by 47% of those surveyed, especially young people, who preferred TV to radio, already pointing to a trend that would be confirmed in the following decades.
And, although it was not a men's thing, the high percentage of women who reported dedicating their free time to sewing or doing needlework (76%), made this practice another of the most widespread. Among other activities induced in the interviews, reading all types of books was practiced by 38% of those surveyed, while meeting friends was a good plan for only 29%.
Focusing the study on the media, the majority continued to be clear: the “most complete” medium was the radio. This was stated by 36%. Although television (32%) and the press (30%) followed closely. Of course, the press and radio fought for the evaluation depending on whether it was evaluated by men and women. They mostly valued the press (41%) and she valued the radio (also 41%). In this case, television was not imposed even among the youngest.
The immediacy of the medium, much when the Internet and social networks were unimaginable, made a clear 51% assure that to confirm a rumor the first thing they would do is turn on the radio. Not in vain what is considered the prelude to the news also ended up arriving over the radio yard. In the same way, if those surveyed had to advertise a product, the majority would do it this way (36%).
Despite this preference for the radio, a very high 70% of those interviewed claimed to read the press regularly. 47%, every day and 36%, almost every day. A striking 34%, furthermore, said they did not read one newspaper, but two. The majority of these readers (41%) already found the newspaper at home, while a very similar percentage (40%) bought it personally and shared it. Unlike in Barcelona, subscriptions were a minority (11%).
With a life that passed at a different pace, the most common time for reading the newspaper was at night (38%) and it was clearly done mostly at home (87%). The International section was the most followed (24%), followed by Suceso, which then used to be its own section in the press (18%) and National (13%).
However, it was striking that despite this declared loyalty to the press, a resounding 64% were clear that not all the news they read was true. Many (27%) because they believed that newspapers always exaggerated to offer impactful headlines. Others (24%) believed that the press often lied. Although the answer did not give the option to specify why, the next question put its finger on the sore spot by asking about the political orientation of the media. For 49%, everyone shared the same orientation. White and bottled.
Regarding the radio, he highlighted that although it had become a common device in homes and for the most part the only receiver was still located in the dining room (42%), the increasingly manageable radios had already reached the kitchen ( 19%) and to the bedroom (11%), although transistors and even more so headphones were still a rarity.
Most listeners listened primarily to news (37%), with music still a secondary option (13%). Not only by preference, but it was also in programming. Regarding radio programs, the majority (54%) stated that they had improved in the last three years and 63% described them as “good”. And regarding its main content, the main options were light music (27%), serials (23%) and interviews (18%).
Sports programs had not yet taken on the dimension that they would end up taking, to the point that 33% of those surveyed already viewed the time that the radio devoted to sports broadcasts as positive and 19% even believed that it was already excessive. Quite the opposite of what the majority thought about the news, since 58% would like news bulletins to be broadcast every hour, since as a general rule two were broadcast: midday and night.
One of the questions revealed the weight of women as reference listeners, since the mother of the family was the one who mostly (42%) decided which program was listened to. In this case, even the children decided more (20%) than the father (15%).
Finally, regarding television, the majority who did not yet have it in their home indicated that they were waiting for prices to drop to buy one (39%), while 27% were resigned to not having it. Even so, 51% claimed to watch their broadcasts regularly, even outside the home, which 36% of those surveyed admitted doing.
Regarding preferred programs, movies (20%) surpassed news (18%) and musicals (17%). Surprisingly, the bulls (10%) also surpassed the sports broadcasts (8%), and if 40% demanded more bullfighting programs, 36% considered that in relation to sports the time dedicated was already good. Regarding the influence of television on family life, a large majority indicated that it had a favorable influence (48%), although the answer was closed, without specifying in what sense.
