What Are Uruguayan Children Watching on Free-to-Air Television Today? Study Reveals a Shift from Previous Generations
A new report shows that children now turn to free-to-air television primarily for sports and family entertainment.
A few years ago, children were drawn to free-to-air television mainly because broadcasters offered programming specifically designed for young audiences. Today, however, whether due to the decline in children's programming or other changes in viewing habits, that pattern has shifted.
According to a report released by audience measurement firm Exacta, which analyzed children's television viewing habits between June 1 and June 30, 2026, sports and family entertainment have become the primary drivers of children's engagement with free-to-air television.
One of the biggest audience magnets was, unsurprisingly, the FIFA World Cup. From Monday through Friday, coverage of the 2026 FIFA World Cup was the most-watched program among both children aged 4 to 7 and those aged 8 to 11. Among older children, pre-match coverage, post-match programming, and analysis shows related to the tournament also ranked highly, reflecting a growing interest in the broader ecosystem surrounding major sporting events.
Outside the World Cup, the study found that entertainment programs—one of the leading programming strategies of Uruguay's free-to-air broadcasters—maintain a strong presence among young viewers. Popular shows such as Sonríe, te estamos grabando, ¿Quién es la Máscara?, Algo que decir, and weekend movie broadcasts all ranked among children's preferred viewing choices.
Another notable finding is that older children spend more time watching television.
On weekdays, children between the ages of 8 and 11 consistently recorded higher viewing levels throughout most of the day, particularly between 5:00 p.m. and 10:00 p.m., when the difference compared with children aged 4 to 7 reached four to five percentage points.
During the morning hours, however, both age groups displayed very similar viewing patterns. Between 9:00 a.m. and 11:00 a.m., audience curves were nearly identical, and at certain moments younger children slightly outperformed their older counterparts.
Viewing habits shift again on weekends. Both age groups begin watching television early in the morning and reach an initial audience peak between 10:00 a.m. and 11:00 a.m., a pattern that is naturally influenced by the absence of school. A second viewing peak occurs during the evening, although the difference between the two age groups is less pronounced than on weekdays.
The report concludes that reality shows, movies, television series, sports, variety programs, and even some news broadcasts attract children's attention when they are part of shared family viewing, increasingly replacing programming aimed exclusively at children.
"In a landscape where much of children's content has migrated to streaming platforms and on-demand video services, free-to-air television retains a distinct advantage: major live events and mass entertainment formats continue to create shared viewing experiences that bring multiple generations together in front of the same television," the study notes.
Study Methodology
The Exacta Observatory analyzed free-to-air television audiences using data collected through Exacta's People Meter system. The measurement is based on a representative panel of television households in Montevideo and its metropolitan area, selected through probability sampling. Audience data are collected and processed daily, allowing researchers to project viewing habits across the universe of television households. This report covers the period from June 1 to June 30, 2026, with a particular focus on children aged 4 to 7 and those aged 8 to 11.
Source: El Observador
Author: El Observador
Picture: Vika Glitter