Reflections from Inspirational by iab Spain: It’s the Content, Not the Media

At Inspirational 2025, organized by IAB Spain, Vicente García, Head of Market Spain at FLUZO, joined a panel discussion alongside Esther Balbací (Publiespaña) and Carlos García (ATRESMEDIA Publicidad), moderated by Maribel Vivancos (WPP Media Spain). The conversation was so engaging that not all topics could be covered—here’s a quick recap of what was discussed… and what was left for next time.

1. Linear TV remains the queen of reach

Linear TV still leads in mass reach, but it’s increasingly important to leverage other channels to reach Low TV Viewers without overexposing heavy viewers. The key is optimizing your media mix to distribute impressions efficiently.

2. Low TV Viewers: a dynamic audience

Being a Low TV Viewer isn’t a fixed category. Audience habits constantly evolve, just like the media themselves. It’s not the channel that drives viewers; it’s the content. Understanding this is essential for effective cross-media campaign planning.

3. Real cross-media measurement is here

Today, we can measure the incremental contribution of all media in a campaign: TV, CTV, OTTs, YouTube, Spotify, cinema, OOH, and more. Independent, single-source cross-media measurement already exists and answers the key questions advertisers and agencies face daily—about reach, frequency, and audience overlap. The “holy grails” of measurement are no longer a myth.

4. A wish for 2026: overcome FOFO

The Fear of Finding Out (FOFO) is a concept we often use at FLUZO. It’s natural, as the work of advertisers and media agencies has become increasingly complex. But the audiovisual world has never been more vibrant, and cross-media measurement allows us to make decisions based on real data. In the end, everyone should be a winner.