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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