2021 Advertising Coverage and Reach Study: Key Data From the 12 Months

FLUZO's cross-media ranking for the aea (Asociación Española de Anunciantes) launched in September 2021 — the industry's first campaign podium built on single-source measurement, using the same methodology and panel for both TV and online video. Here are its four founding editions.

September 2021 — the debut edition

The very first ranking: Lidl, Movistar Prosegur Alarmas, Vinted, Wallapop and Caixabank were the advertisers with the most coverage for their video campaigns across TV and digital environments.

October 2021

IKEA's "Vuelta a casa" ("open the door to where everything good begins") took the top spot, followed by Yoigo ("A lo Yoigo"), Mutua Madrileña ("Me voy a la Mutua"), Nespresso (promoting its Vertuo system) and Kia (its SUV range).

November 2021

Securitas Direct's "Si para ti es importante, Securitas Direct" led the month, ahead of Banco Santander ("Porque tú, porque te"), Movistar Prosegur (its second appearance in the ranking, having also featured in September), Movistar (a solo Black Friday campaign featuring streamer Ibai) and Disney+.

December 2021

El Corte Inglés's "La Ilusión de la Navidad" closed out the ranking's first year with 91.95% reach, ahead of Amazon (Prime Video promotion, 89.27%), Paco Rabanne ("One Million Parfum," 87.99%) and Lancôme ("La Vie Est Belle," 84.64%) — two fragrance brands rounding out a very Christmas-shaped top 4.

The founding four in one line

Between September and December 2021, FLUZO's ranking went from a from-scratch launch — naming leaders without yet publishing exact reach figures — to a fully quantified monthly podium by December, setting the format (and the single-source measurement standard) that every edition since has followed.

How we do it

FLUZO measures cross-media video campaigns using a single continuous panel representative of the Spanish population — a single-source methodology, using the same methodology and data source for both TV and online video.