EGM Spain report 2nd WAVE 2026

Download the new AVANTE EGM Report (2nd Wave spanish EGM 2026) and discover how media consumption is evolving in Spain and what it implies for your multichannel planning and advertising strategy across offline and online media.

Internet once again ranks as the medium with the highest reach in Spain, achieving a 90.3% penetration rate and consolidating its leadership in media consumption. It is followed by Outdoor at 80.9% and Television at 79.6%. Outdoor maintains a solid position with an 80.9% penetration rate, placing it as the medium with the second-highest reach.

The growth of CTV & Online Video, Sites & Content, and Online Audio confirms the evolution toward a more digitalized and fragmented consumption. Specifically, CTV & Online Video already reaches 79.3%, placing it practically at the same level as conventional television.

On the flip side, print media continues to lose presence. Magazines drop to 21.5%, Newspapers to 12.5%, and Sunday Supplements to 3.4%, while Cinema also retreats to 6.6%. Overall, media consumption in Spain is moving toward an increasingly digital environment, although Outdoor, Radio, and Television still maintain a relevant role within the media mix.