2024 Advertising Coverage and Reach Study: Key Data From the 12 Months
Throughout 2024, FLUZO's bimonthly and monthly rankings tracked the cross-media reach of Spain's biggest advertisers — disaggregating, for each campaign, how much of its audience saw it exclusively on television, exclusively through digital video, or through both. Here's the year in review, period by period.
Closing out 2023 (October–December)
Television exclusively contributed 83.7% of total reach across the top advertisers, Digital 2%, with 14.2% duplicated across both. Carrefour led with 99.9% total reach, followed by Banco Sabadell (97.8%), Aldi (97.7%), Lidl (96.4%) and Paco Rabanne — which posted the highest exclusive-TV share in the entire ranking, at 90.4%.
January
Mutua Madrileña's "¿Te lo digo o te lo cuento?" topped the month with 91.2% reach, ahead of ING (89%, "Cuenta Naranja"), Carrefour (88.2%, 2x1 offers), Línea Directa (84.5%, coche+casa) and newcomer CompraMasTuCoche.es (82%).
February
Línea Directa's "Fórmula coche+casa" led with 91% reach, followed by Mutua Madrileña (88%), Banco Sabadell (88%), ING (86%, "El colchoncito está para lo que está") and Endesa (84%, "Formidable Energía").
January–February, combined
Exclusive TV reach: 78.9%. Exclusive Digital: 2.5%. Duplicated: 18.6%. ING led the two-month period with 95.1% total reach, ahead of Banco Sabadell (91.6%), Carrefour (90.3%), Mutua Madrileña (88%) and IKEA (86.9%).
March–April, combined
Exclusive TV dropped to 65.7% of total reach, Digital rose to 4.4%, and duplicated reach climbed to 29.8% — a trend FLUZO's Vicente García called out directly: "the exclusive weight of TV keeps falling. Digital gains a little, but above all duplicated reach keeps growing — and that's the grey zone that's vital to understand to improve planning." IKEA led with 96.1% reach, ahead of Amazon (95.2%), Banco Sabadell (91.8%), Lidl (90.3%) and Línea Directa (~90%, seen by 9 in 10 Spaniards).
May — Eurocopa month
Lidl's "Somos un equipo," aimed at families ahead of the Euros, topped the month with 92.99% reach — the first of what would become a pattern of Lidl leads through the summer. Línea Directa followed (85.07%), then Movistar ("Bienvenido a tu casa," 83.01%), Banco Sabadell (80.79%) and Lowi (80.26%).
May–June, combined
Lidl reached the entire adult Spanish population (100%) across the two months — TV alone accounted for 61.6% of that reach, Digital 1%, and 38.8% was duplicated. Amazon (92.7%), Vodafone (91.5%), Iberdrola (90.7%) and Línea Directa (90.4%) rounded out the top 5. Overall period split: 62.2% exclusive TV, 5.8% exclusive Digital, 32.2% duplicated.
August
Lidl's "Ofertas Salvajes" led again with 92.2% reach, ahead of ING ("Mi vecino Jose," 89.53%), Vodafone (86.69%), Orange (football content offer, 85.34%) and Línea Directa (motorcycle insurance, 83.72%).
July–August, combined
Lidl — official Eurocopa sponsor — repeated as leader for the period with over 97% reach (54.5% exclusive TV, 1.65% exclusive Digital, 41.43% duplicated). This ranking introduced a new Low TV Viewers breakdown: among that audience, Lidl's campaign still reached 69.8%, with duplication dropping to 25% (well below the period average) as both TV-exclusive and Digital-exclusive shares grew in proportion. Vodafone (94.3%), ING (92.3%), Yoigo (89.4%) and Amazon (88.3%) completed the top 5. Period split: 68.2% exclusive TV, 4.4% exclusive Digital, 27% duplicated.
October
Endesa led with 84.25% reach, ahead of Banco Sabadell (83.7%, online account promo), Mutua Madrileña ("Vente a la Mutua," 82.78%), Línea Directa (health insurance, 82.52%) and ING (payroll account, 82.36%).
September–October, combined
Lidl led for a third consecutive bimonthly period with 96.1% reach (41% exclusive TV, 1.8% exclusive Digital, 53% duplicated — among Lidl's highest duplication rates of the year). Among Low TV Viewers specifically, Lidl still reached 72%. ING (92.12%), Endesa (90.2%) and Línea Directa (90.4%) followed. Vicente García: "we again see a Lidl campaign at the top, closely followed by several financial-sector advertisers... this duplicated coverage becomes a blind spot that's impossible to optimize without cross-media data." Period split: 67% exclusive TV, 3% exclusive Digital, 29% duplicated.
The year in one line
Across 2024's five bimonthly snapshots, exclusive TV's share of total reach fell fairly steadily — from 78.9% (Jan–Feb) to 62.2% (May–Jun) — while duplicated TV+Digital reach climbed from 18.6% to a high of 32.2% over the same stretch, before settling around 27–29% for the rest of the year. And Lidl was 2024's standout advertiser: #1 in May, August, the May–June, July–August and September–October bimonthly rankings — a five-time leader across the year.
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.