TV generated 79% exclusive reach in March and April, with Aldi leading the period as the top-reaching advertiser

Television exclusively delivered 79.1% of the total reach generated by the highest-reaching campaigns during March and April 2025. In contrast, digital media contributed 2.7% exclusive reach, while the remaining 18.2% were duplicated impacts between TV and digital environments.

These figures are part of FLUZO’s bimonthly ranking, which measures the actual reach of cross-media campaigns and breaks down the contribution of each medium in the main advertising campaigns in Spain.

Aldi tops the ranking with a total reach of 99.7%, consolidating its position as the brand with the highest cross-media reach during the period. Its campaign relied heavily on TV, complemented by digital activations that helped boost reach and expand exposure across different audience profiles.

When focusing solely on profiles who were less exposed to television during the analysis period—the Low TV Viewers—Aldi’s campaign reached 69% of them. Of that figure, TV contributed an impressive 57% exclusively, 10% came from duplicated impacts between TV and digital, and the remaining 2.5% was driven by digital alone.

Following Aldi are Mutua Madrileña with 96.11% reach—again with TV playing a leading role—and Banco Sabadell, which achieved 94.9% reach with a media mix characterized by a higher degree of overlap between TV and digital and a further three points of exclusive reach from digital. Rounding out the Top 5 are bold text

Exclusive Contribution from Television Grows

Once again, this ranking confirms that TV continues to be the main driver of reach in large-scale campaigns. In March and April, the average exclusive contribution from TV stood at 65.8%—slightly lower than the previous bimonthly period, but consistent with its structural role in cross-media planning.

However, so far in 2025, the average exclusive contribution from television has increased significantly year over year: nearly four percentage points higher in January–February compared to 2024, and up to 10.4 points higher in this March–April period. By contrast, exclusive contributions from digital media, as well as duplicated reach between the two channels, have both declined year over year.

Methodology

To produce this ranking, FLUZO analyzes all campaigns that exceed a certain reach threshold on linear TV and also have a significant base of digital video impressions. Measurement is based on a single-source methodology using ACR (Automatic Content Recognition) audio-matching technology applied to a representative panel from Netquest.