29% of the total coverage of major campaigns in September and October was duplicated between Television and Online Video

Television exclusively contributed 67% to the total coverage generated by the top twenty advertisers with the highest-reaching campaigns during September and October. Digital accounted for 3% of the coverage exclusively, while the remaining 29% was duplicated between television and digital media. This is the first conclusion from FLUZO’s bimonthly ranking, which analyzes the major cross-media video campaigns of all advertisers in Spain, breaking down each medium’s contribution to the total reach of these campaigns.

By brand, Lidl takes the lead, maintaining its top position for the third consecutive bimonthly period. Between September and October, 96.1% of the adult Spanish population saw at least one video advertisement from this retailer. Of this reach, 41% was generated exclusively by television, 1.8% was exclusive to digital, and the remaining 53% represented duplicated coverage across both channels.

Among Low TV Viewers, the supermarket's campaign achieved 72% reach, with 42.7% exclusively through TV, 5.12% through digital, and 24% through duplicated coverage.

In third place, we find a campaign by ING. The insurer reached 92.12% of the adult population during the analysis period. For this financial institution, television exclusively reached 34.9% of Spaniards. Digital contributed 3.9% of the population, while the remaining 53.4% was impacted through both television and digital platforms.

Close behind is Endesa. The energy company's video advertising reached 90.2% of Spaniards in the reference period. Of this, 64.1% of the reach was delivered exclusively by television; digital contributed 2.4%, and 23.6% was impacted through both channels.

Línea Directa, with 90.4% reach across the population, ranks fifth in the list. These advertisements reached 70% of the population solely through television, 1.3% exclusively through digital, and 18% through both TV and digital.

On average, the contribution of the different media shows that 55.2% of the population saw advertisements exclusively on television; 2.5% only on digital platforms, while 24.2% were impacted across both TV and digital.

Vicente García, FLUZO's Lead Market in Spain and co-founder of the company, highlights: “During September and October, we again see a Lidl campaign at the top, closely followed by several financial sector advertisers."

“In general, during this period, the distribution of coverage is quite similar to the previous one, with Television standing out as the undeniable medium for generating significant reach and a notable presence of overlapping coverage between this medium and Online Video platforms –29%. This duplicated coverage becomes a blind spot that is impossible to optimize without cross-media data like the ones we provide with FLUZO.”