Lidl led the reach battle in 2025 as TV gains ground in the heaviest-spending campaigns

Lidl was the brand with the highest reach among those with the heaviest advertising pressure in November and December, reaching 98.7% of the population. TV accounted for 54.7% of that reach exclusively, while 43.3% was reached by both environments simultaneously and the remaining 0.8% came from digital alone. This is one of the findings from FLUZO's bimonthly ranking, which measures the largest cross-media campaigns from advertisers with the highest TV investment and digital presence in Spain, breaking down the contribution of each medium.

MediaMarkt, with a total reach of 97.5%, made the most of the Christmas boost with a campaign in which television reached 56.2% of Spaniards exclusively, 39.2% were reached by both environments, and 2.1% by digital only. Rounding out the podium is McDonald's, with 97.3% total reach: 68.6% exclusively through television, 28.2% duplicated, and just 0.5% exclusively digital.

Looking at the average contribution across all twenty advertisers, television delivered 62.4% of coverage exclusively; 24.5% was duplicated across both environments; and 2.2% came from digital exclusively.

A year of campaigns 'in crescendo'

Beyond the year-end results, the analysis of all six bimonthly rankings in 2025 reveals relevant trends in how reach was built among the campaigns with the highest TV advertising pressure and digital presence throughout the year.

The average total reach of leading campaigns grew consistently throughout the year, rising from 83.3 points in January–February to 89.1 in November–December. TV's exclusive contribution held within a range of 60 to 67.5 points, peaking in the summer months with a slight downward trend thereafter. Duplicated reach — the audience reached by both environments — showed the clearest growth trend, adding twelve points over the period. Digital-exclusive reach, meanwhile, remained stable at around two points.

Comparison with 2024 adds further perspective. In normalized terms, TV-exclusive reach grew from representing 70% of total coverage to 77% in 2025, gaining relative weight within the mix. Duplicated reach fell from 26% to 20%, and digital-exclusive dropped from 4% to 2.6%. Overall, the media mix of the top 2025 campaigns was more TV-driven and less hybrid than the previous year.

The Low TV Viewer perspective

One of the most relevant analyses of the year focused on light TV viewers within these heavily TV-driven campaigns, measured for the leading campaigns of each bimonthly period. Thanks to its methodology, FLUZO identifies these profiles observationally, without surveys.
The data shows that leading campaigns lost between 15 and 25 points of total reach when comparing the general population with Low TV Viewers — but television still delivered between 30 and 50 points of exclusive coverage even within this segment.

The 2025 hall of fame

Throughout the year, some brands achieved a consistent presence in all or nearly all of the bimonthly rankings. Applying a cumulative scoring system based on the position obtained in each period, Lidl emerged as the brand with the highest sustained reach of the year, with 114 points and a presence in all six rankings. It is followed by Aldi (94 points, 5 out of 6 rankings), Securitas Direct (83 points, 6 out of 6), Mutua Madrileña (82 points, 5 out of 6) and Carglass (80 points, 5 out of 6).

The analysis of these brands' strategies reveals different paths to the same goal. Lidl combined television with a high level of duplication, showing a clear commitment to cross-environment complementarity: 54.9% exclusive TV coverage, 40% duplicated and 2.2% digital-only. Aldi, on the other hand, pursued a markedly TV-centric strategy, with 82.5% exclusive TV coverage and just 0.5% in digital. Two different models, with comparable reach results.

Beyond this battle at the top, the contest between Burger King and McDonald's was the closest of the year. Both brands showed similar profiles, with a strong TV presence — around 70% exclusive TV coverage — and duplication rates between 17% and 23%, reflecting media strategies with more in common than apart.

The seasonal superstars

The year also made room for brands with a strong seasonal component, such as Estrella Damm and Alhambra, which appeared in the bimonthly period leading up to summer, and Armani and Loterías del Estado, which took advantage of the Christmas window to break into the highest-reach campaigns of the period.