Rankings

84% of the total reach of major advertisers, exclusive to TV, 2% to Digital and 14% duplicated between both channels

Our bimonthly ranking measures the top cross-media video campaigns of all advertisers in the industry in Spain disaggregating the contribution of each medium.

Feb 14, 2024

Television** accounted for 83.7% of the total reach generated by the advertisers with the most reach in Spain between October and December 2023. Digital accounted for 2% of the exclusive reach and the remaining 14.2% was doubled between television and digital media. This is one of the conclusions drawn from our disaggregated ranking, which measures the major cross-media video campaigns of all industry advertisers in Spain by disaggregating the contribution of each medium.

Aporte_TV_Digital_Q4

Reviewing the ranking by brand, Carrefour ads were the most viewed by Spanish Internet users, reaching practically the entire population over 18 years of age -99.9%-. Breaking down the data, we find that TV reached 71.8% of Spaniards exclusively; digital reached 1.1% of the population, while the remaining 26.9% saw the ads on both TV and digital platforms and media.

Two points behind is Banco Sabadell, whose video advertising was seen by 97.8% of Spaniards. In the case of the financial institution, television served to reach 78.2% of the population exclusively; digital media and platforms reached 0.81%, while 18.8% were impacted in duplicate.

Almost on a par, although with a different mix, we find Aldi, which repeats third position with respect to the previous ranking. The supermarket chain reached 97.7% of the population with its campaigns in the fourth quarter. In its case, 86.4% saw the ads only on TV, compared to 0.4% who did so through digital media and 10.9% who were impacted in both media.Lidl is in fourth place, with 96.4% reach. It is the advertiser with the lowest TV reach in the top 5, with 57.6% of exclusive TV contribution, compared to 2.9% for Digital and 35.9% combined between the two brands.

And, closing this top 5, we find Paco Rabanne, which has, on the contrary, the highest exclusive TV coverage of the entire ranking, 90.4%. In the case of this advertiser, only 0.05% was exclusive to Digital, while 2.13% was duplicated between both platforms.

Si atendemos a la contribución media de los distintos medios, encontramos que la televisión alcanzó, de media, al 71,4% de la población en exclusiva; el digital, al 1,7% y entre ambos, al 12,1%.

How do we do it?

To compile this ranking, we process and measure cross-media campaigns that exceed certain levels of linear TV spend and impressions in any digital environment with video using a unique methodology on a continuous group of panelists representative of the population -single-source-. This overcomes the fragmentation of metrics and provides a unified view of the impact of a cross-media ad spend.

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