2023 Advertising Coverage and Reach Study: Key Data From the 12 Months

Through 2023, FLUZO's monthly rankings for the aea (Asociación Española de Anunciantes) tracked which cross-media video campaigns reached the most Spaniards — and, from Q2 onward, a new quarterly ranking began disaggregating exactly how much of that reach came from TV alone, Digital alone, or both. Here's the year, month by month.

January

El Corte Inglés led the month, the first cross-media podium of the year built on FLUZO's single-source panel methodology.

February

Parkside, Lidl's tools brand, took the top spot with "#ParksideOfLife," reaching 82.62% — ahead of Aldi, Línea Directa, Securitas Direct and Vinted.

March

Repsol's "Conectar Energías" led with a combined 79.73% reach, followed by Carglass (78.53%).

April

Movistar's "miMovistar" topped the month with 89.69% reach, ahead of Repsol (87.73%, its home energy/car/solar bundle).

May

Vodafone's "Hogar 5G" led with 88.81% reach, followed by Soltour ("La mejor versión del Caribe," 82.8%).

April–June, Q2 combined

FLUZO introduced quarterly disaggregated reporting this quarter: television contributed 67.9%–68% of total reach exclusively, Digital 3–3.4%, and 28.7–29% was duplicated across both. Vodafone led the quarter with 95.8% reach (57.1% exclusive TV, 1.2% exclusive Digital, 41.7% duplicated), just ahead of Carrefour (95.7%) and Aldi (94.2%) — with ONCE and Occident tied for 4th.

June

Airbnb's "Voicemail" led with 84% reach, narrowly ahead of Occident's name-change campaign (83.45%).

July–September, Q3 combined

Exclusive TV reach rose to 71.5% of the total — more than five points above the previous quarter — with Digital at 3.3% exclusive and 25.2% duplicated. Vodafone led for a second consecutive quarter with 99.3% reach, ahead of Línea Directa (97.3%), Aldi (96.8%, repeating its Q2 position) and Carrefour (96.6%).

August

Movistar's "Todo el Fútbol" led with 89% reach.

October

Carrefour's "3x2" promotion led for a second consecutive month, reaching 90.62% — ahead of Amazon (Prime promotion, 88.75%), Línea Directa (health insurance, 87.42%) and Parkside (Lidl).

November

Amazon's Prime campaign — fronted by Operación Triunfo — led the month with 90.48% reach.

December

ONCE's "Todos tenemos un extra de ilusión" closed out the year on top, reaching 94.61% — more than four points clear of the second-placed campaign, in FLUZO's traditionally competitive December ranking for share of consumers' top-of-mind attention.

The year in one line

2023 was the year FLUZO's ranking evolved from monthly to disaggregated quarterly reporting — and Vodafone was the advertiser to beat, leading both of the year's quarterly aggregates (Q2 and Q3) even as exclusive TV's share of reach climbed from 67.9% to 71.5% between them.

How we do it

FLUZO measures cross-media video campaigns that clear a minimum TV and digital-video investment threshold, using a single continuous panel representative of the Spanish population — a single-source methodology — allowing it to disaggregate exactly how much of a campaign's reach came from TV alone, digital alone, or both, rather than relying on fragmented per-channel metrics.