82.5% of Major Advertisers' Summer Coverage Is Exclusive to TV, 1.5% to Digital and 16% Duplicated

According to FLUZO's latest bimonthly ranking — Spain's leading cross-media advertising measurement company — Television was the main driver of coverage for major advertisers in Spain this summer. In July and August 2025, 82.5% of total reach was generated exclusively on Television, while Digital contributed an exclusive 1.5%. The remaining 16% was population reached by both channels.

As for the leading brands, first place goes to Aldi, with 97.6% total reach and 65.8% among the coveted Low TV Viewers. Of Aldi's reach, 88.2% came exclusively from television viewers, 9.4% was duplicated between both channels, and only 0.4% came from digital media alone.

Next is Lidl, dropping from first place in the previous period, with 94.3% total reach, of which 53.2% went to Television, 2.7% to Digital, while the remaining 41.9% was duplicated between both platforms.

In third place, Carglass reached 92.3% of the population. 75.6% of this reach came exclusively from Television viewers, 0.6% from Digital alone, and 20% from both environments.

Securitas Direct takes fourth place. For the security company, a similar coverage distribution repeats, with slight variations: 71.3% exclusive to television, 22.8% duplicated, and 1.8% exclusive to Digital.

Closing out the top 5 is Mutua Madrileña, with 88.3% total reach, of which 78.7% comes from TV exclusively, 0.3% from Digital exclusively, and 16.5% duplicated between media.

On average, TV achieved an average exclusive reach of 72.8%, Digital 1.3%, and 14.1% was duplicated. The results highlight the importance of Television in the leading brands' advertising mix, while also pointing to the value of combining media to extend reach and reinforce frequency.

To build this ranking, FLUZO processes and measures cross-media campaigns exceeding a threshold of TV investment and impressions across any digital video environment, using a single methodology across a continuous, representative panel of the population (single-source). This lets it overcome metric fragmentation and get a unified view of a cross-media campaign's impact.