TV Exclusively Contributed 75.9% of the Total Coverage for the Top 20 Advertisers in November and December 2024

Television was responsible for an exclusive 75.9% of the total coverage generated by the top 20 advertisers with the highest reach in Spain during November and December 2024. Digital contributed 3.8% exclusive coverage, while 19% of the impressions were duplicated between television and digital media. These insights come from the bi-monthly ranking by FLUZO, an advertising measurement company that breaks down each medium's contribution to Spain’s major cross-media campaigns.

Looking at the brand rankings, MOEVE led the list, reaching 94.9% of the adult population during the analyzed period. Breaking this down, 76.3% was reached exclusively via television, 17.3% through both media, and 1.2% exclusively through digital platforms and media. How did this campaign perform among light TV viewers? It achieved 62% reach: 47.2% exclusively through TV, 5% via digital, and 10% through duplicated impressions.

In second place, Lidl reached 94.3% of the adult Spanish population. Television provided 41.9% exclusive coverage, while a significant 48% of the impressions were duplicated between TV and digital. Meanwhile, digital media exclusively contributed 4.4% of the reach.

ING Direct secured third place, with its advertising reaching 94.1% of the population. In this case, 74.8% was impacted exclusively by television, 17.8% by both channels, and 1.6% exclusively by digital.

Línea Directa ranked fourth, reaching 93.4% of Spanish internet users. Television was the most dominant channel in the top 5, with an 80.3% exclusive contribution, while digital reached 1.4% exclusively and 11.6% of the impressions were duplicated.

Closing the top 5, Aldi impacted 90.6% of the population. Television accounted for 74.4% of the exclusive coverage, 15.7% was duplicated impressions, and 0.6% was achieved exclusively through digital media.

Overall, television generated an average of 60.3% exclusive coverage for the top campaigns, while digital media contributed 3.5% exclusively. Additionally, 15.3% of the population was impacted simultaneously by both channels.