TV Generated 82% Exclusive Coverage in the Widest-Reaching Campaigns in January and February

Television exclusively contributed 81.72% of the total coverage generated by the twenty advertisers with the widest reach during January and February 2025. Digital contributed 3.39% exclusive coverage, while 14.89% of impacts were duplicated between television and digital media. This data comes from our bimonthly ranking, which breaks down each medium's contribution across Spain's leading cross-media campaigns.

At the top of this ranking is Lidl, climbing from second place to reclaim the top spot with 96.02% coverage. In its breakdown, 54.58% came exclusively from television, a significant 38.26% from impacts duplicated between TV and digital, and 3.18% exclusively from digital.

If we look at Lidl's coverage among low TV viewers, reach drops to 63.45%, with a bigger role for digital (12.29%) and less exclusive TV impact (32.12%).

IONOS takes second place with 90.95% coverage. In its case, 75.98% of impacts came exclusively from television, 12.59% were duplicated, and 2.38% came exclusively from digital.

In third place, Aldi reached 90.52% of the population. Television was its main channel, with 77.87% exclusive coverage, while 11.49% of impacts were duplicated and 1.16% came exclusively from digital.

Burger King closes out the top 4 with 88.57% total coverage, where exclusive TV accounted for 71.27%, duplicated impact was 15.71%, and exclusive digital contributed 1.59%.

###Average contribution by channel

Overall, television generated an average of 67% exclusive coverage across the leading campaigns, 7 points more than in the previous period. Digital media contributed an exclusive average Reach of 2.8%, losing just over half a point compared to the end of last year.

In addition, 12.3% of the population was reached by both channels simultaneously, versus 15.3% the time before.

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