71% of major advertisers' coverage exclusive to linear TV, 3% to Digital and 25% duplicated between the two channels

Linear television** contributed, on average and exclusively, 71.5% of the total reach generated by the top twenty advertisers between July and September 2023, more than five points higher than in the previous quarter.

**Digital contributed 3.3% of exclusive coverage and 25.2% of total reach was doubled between TV and digital. These figures are reflected in our new ranking, which measures quarterly and disaggregates the contribution of each medium to the major cross-media campaigns of advertisers in Spain.

At the top of the ranking - for the second consecutive quarter - is Vodafone, whose ads reached 99.3% of Spaniards in the analysis period. Breaking down the data, we find that Linear TV reached 59.5% of Spaniards; digital exclusively reached 2.2% of the population, while the other 37.6% of coverage was doubled between TV and digital.

In second place, we find Línea Directa. In the third quarter of the year, its campaigns reached 97.3% of Spanish internet users. In this case, television reached 54.1% of the population; digital media and platforms reached 2% of Spaniards, while 41.1% were impacted by both channels.

In third place is Aldi, repeating its position from the previous quarter. Its advertisements reached 96.8% of the population during the period under analysis.64.5% were reached exclusively on television, 0.6% only through digital media and 31.7% saw advertising in both media.

In fourth place is Carrefour, the second in the previous quarter.96.6% of Spaniards were impacted by the French retailer's campaigns. 50.2% of the population saw these ads only on TV, 3.5% only on Digital and 42.7% on both channels.

Closing the top 5, we find Iberdrola, which debuts in this ranking.77% of the Spanish population saw the company's advertising only on TV, the highest TV-only coverage of the entire ranking.1.4% were impacted only on Digital and 16.3% on both channels. In total, 94.7% of the population was impacted.

Regarding the average contribution of each medium for the top 20 advertisers, TV scored 63.6% of exclusive coverage - 5.4% more than the previous quarter - 2.9% in digital media and platforms alone - the same percentage as the previous period - and 22.4% was impacted in both, 2.1% less than in the second quarter.

Check out the full Top 20 below 👇