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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