EGM Spain report 3rd WAVE 2025

The new EGM report from AVANTE is now available, with the 3rd Wave at the national level, showing the analysis of advertising media in the last quarter of 2025.

The internet continues to be the dominant medium (90.1%), with CTV & Online Video (78.6%) standing out in particular, whose consumption has grown compared to the previous cumulative figure, and Social Networks (71.7%), which continue to grow and strengthen their position among the most relevant digital environments. Content Sites (55.2%) and Online Audio (54.8%) are also growing. Outdoor Media and Conventional Television follow, showing stability, although they have declined slightly. Behind them, Online Television and Video continue to gain presence, as do Social Networks, reinforcing their weight in the media mix. Radio and Content Sites are also growing. Magazines (22.1%), Newspapers (12.5%) and Supplements (3.5%) are continuing the downward trend seen in recent years and are continuing to lose ground to digital channels. Cinema (6.2%), which is declining slightly, retains its nature as a selective and experiential medium and continues to be a complementary medium.

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EGM Spain report 2nd WAVE 2025

The new AVANTE EGM report is now available, featuring the second accumulated data at the national level, presenting an analysis of advertising media in the second quarter of 2025.

Internet leads media consumption in Spain with 89,5% penetration, driven by messaging, social media, and video on demand. It is followed by Television and Out-of-Home, both stable, although the latter shows a slight decline while remaining key for urban reach. Radio (54.8%) consolidates its effectiveness during morning time slots and mobility, with sports and morning shows standing out.

Social Media continues to grow, particularly Instagram and TikTok. Spotify leads in Online Audio with diversified digital formats.

In contrast, Print Media—including Newspapers, Supplements, and Magazines—continues to decline due to the shift to digital. Cinema shows a slight improvement, reaching 6.7% penetration, though it remains a less-used medium.

Overall, digital habits continue to rise.

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EGM Spain report 1st WAVE 2025

AVANTE’s latest EGM Report is now available, featuring the 1st National Wave of 2025, with insights into media consumption trends across Spain for the first quarter.

Internet continues to lead the media landscape, topping the rankings with a penetration rate of 89.4% (+1.7 points). Online TV & Video and Social Media are the most consumed digital platforms, followed by content websites and online audio—all of which are showing the strongest growth.

Linear TV holds second place, ahead of online video, with a penetration of 81.7% (up 0.8 points from the previous period). TV & Online Video comes in at 78.1% (+3.4 points).

Out-of-home (OOH) advertising remains stable, holding the third position just behind traditional TV—a ranking that has fluctuated over recent years.

Cinema continues its upward trend, reaching 6.9% penetration. Print media is the only category to see a decline in audience, with newspapers showing the smallest drop.

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EGM Spain report 3rd WAVE 2024

The new EGM Spain report from AVANTE | The media agency that adds value is now available, covering the 3rd Wave at the national level, which shows the analysis of advertising media in the first quarter of 2024.

Internet maintains its leadership in terms of penetration. In second and third place, we find Outdoor media and Conventional TV, along with the consumption of Television & Online Video. Following them are Social Media, which increases its penetration by almost 3 points compared to the previous total. Content Sites rank sixth, with an increase in consumption compared to the previous total. Radio experiences a slight decline, consolidating its seventh place. Overall, there is a widespread increase in the consumption of the TOP 4 media in Spain, except for Conventional TV, which falls slightly. The increase in Cinema is also noteworthy, as it raises its audience by two points.

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INTERNATIONAL EGM report 2nd WAVE 2024

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International EGM 1rd Wave 2024

The new International EGM Report from AVANTE | The media agency that adds value is now available, covering the 1st Wave at the national level. It provides an analysis of advertising media in this first quarter of 2024.

Internet maintains its leadership in terms of penetration, ahead of Conventional Television (which also maintains the second position), and OoH, which moves to the third position ahead of Digital Television, which increases compared to the previous EGM accumulation.

Social Media experiences an increase of 1.3 percentage points, consolidating the fifth place, and Radio, the sixth medium, with a similar figure to the previous accumulation. In general, there is a generalized increase in the consumption of the top 5 media, with the highlight being the significant increase in Cinema, almost doubling its audience.

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Media Landscape Spain 2023

The new overview of the media landscape in Spain from AVANTE | The media agency that adds up is now available, with the 3rd Wave at National level, which shows the analysis of the advertising media in the last quarter of 2023.

Internet maintains its leadership in terms of audience reach, ahead of conventional television (which regains second place) and digital television, which moves into third place ahead of outdoor media, which has increased compared to the previous EGM. Social Media experienced an increase of three percentage points, consolidating fifth place, and Radio, the sixth medium, with similar data to the previous accumulated figure. In general terms, there was a general increase in top 5 media consume, with the increase in Cinema, which almost doubled its audience, and Magazines standing out above all.

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International EGM 3rd Wave 2023

Our  AVANTE EGM report with the 3rd Wave 2023 is now available. As usual, we break down the consumption of advertising media at the International level and the behavior of the audiences in Radio, Internet, Press, Foreign and Magazines in Spain. 

In Spain, the Internet once again leads in terms of penetration, ahead of conventional television (which regains second place) and digital television, which moves up to third place. It is followed by the Outdoor media, which increased its penetration with respect to the previous EGM. Social Media experienced an increase of three percentage points, consolidating fifth place, and Radio in sixth place with a similar figure to the previous accumulated figure. In general terms, there was a general increase in top 5 media consumption in Spain, with the rise in Cinema, which almost doubled its audience, and Magazines, which increased by 17%.

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International EGM 2nd Wave 2023

Our Second AVANTE EGM report with the 2nd Wave 2023 is now available. As usual, we break down the consumption of advertising media at the International level and the behavior of the audiences in Radio, Internet, Press, Foreign and Magazines. 

Internet once again leads in terms of penetration, ahead of Television Online and Conventional TV, second and third. Outdoor media increase vs previous period while Traditional Television continues to lose audience. The Social Networks experience an increase of four percentage points, placing it in fifth place, to the detriment of Radio, which lost five tenths of. In general terms, there was a general increase in the consumption of the online version of the media, with the increase in Online Radio (+38,10%) standing out above all. 

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International EGM 1st Wave 2023

Our first AVANTE EGM report with the 1st Wave 2023 is now available. As usual, we break down the consumption of advertising media at the International level and the behavior of the audiences in Radio, Internet, Press, Outdoor and Magazines.

Internet once again leads in terms of penetration, ahead of Television and Outdoor, second and third. Outdoor media remained unchanged vs. the previous period, while Television continues to lose audience. The Social Networks experience an increase of four percentage points, placing it in fourth place, to the detriment of Radio, which lost eight tenths of a percentage point. In general terms, there was a general increase in the consumption of the online version of the media, with the increase in Online Radio (+23.5%) standing out above all.

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