2022 Advertising Coverage and Reach Study: Key Data From the 12 Months
2022 was the first full year of FLUZO's monthly cross-media ranking for the aea (Asociación Española de Anunciantes) — the industry's first campaign podium built on single-source measurement, using the same methodology and panel for both TV and online video. Here's how the year unfolded, month by month.
January
Actimel (Danone)'s "Y tú, ¿por quién te lo tomas?" was the most-watched campaign of the month — the very first edition of the ranking.
February
Vodafone's "Hogar Ilimitable" led with 86.78% combined reach.
March
Coches.net debuted at #1 with "Tu siguiente movimiento," reaching 86.36% — ahead of Movistar Prosegur, Línea Directa, Michelin and Carglass.
April
Activia's "¡Funciona!" led with a standout 93.77% combined reach.
May
Movistar's "Mi Movistar" took the top spot with 90.73% reach.
June — the first 100%
Orange became the first advertiser in the ranking's history to reach 100% of the population, combining TV and Online Video with its in-store customer service campaign "Y para ti, ¿qué es lo primero?"
July
Securitas Direct became the second brand ever to hit 100% coverage, with its "ProSense" technology campaign.
August — six brands at 100%
An unprecedented month: Dazn, Línea Directa, Movistar, Disney+, Orange and Samsung all reached 100% combined coverage.
September — six brands at 100%, again
Orange, Línea Directa, ING, Samsung, El Corte Inglés and Vodafone all hit full population coverage for the second month running.
October
Danone, Securitas Direct and ING all reached 100% coverage, with Línea Directa (99.56%) and Carrefour (97.47%) just tenths of a point behind.
November
Aldi led with 90.66% reach, ahead of IKEA (88.48%), Amazon (82.76%), Vodafone (82.62%) and El Corte Inglés (78.12%).
December
Lancôme's relaunch of "La vie est belle" closed out the year on top with 92.50% reach, followed by ONCE (90.21%), Lidl (77.41%), Aldi (76.43%) and Nespresso (75.72%).
The year in one line
2022 was the ranking's debut year — and its middle stretch became a genuine streak: from June through October, at least one advertiser hit 100% combined TV + Online Video coverage every single month, peaking at six brands simultaneously in both August and September, before reach settled back to more typical 75–90% territory to close out the year.
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, measuring consumption from any location (in-home and out-of-home) and device.