Exterior maintains the second position in the media audience, leaving Television in third place, with the Internet once again in the lead, as has been the case for five years, according to the First Wave of the General Media Study (EGM) of 2026, prepared by the Association for Media Research (AIMC).

Based on the analysis data, which offers a quarterly overview of the media audience, Internet penetration now stands at 91%, which reflects a slight increase compared to the 90.7% recorded in the previous wave of the report. But in an increasingly digitalized media landscape, the figure once again reflects a sustained growth trend, since it is above 90% obtained in the first delivery of the report in 2025.

For its part, Exterior has once again surpassed Television thanks to an audience of 80.1% which, despite everything, is more than one percentage point below the previous 81.5%. Although this medium has also registered a positive trend in recent years, the data continues below the best figures obtained by the medium, which occurred in 2019, with 82.2% penetration.

Television occupies third place on the list with a penetration of 79.6%, a slight increase compared to the 79.3% registered in the last delivery of the report, although below the 80.1% obtained in the first wave of last year. The figures show a progressive decrease, since the medium obtained 85.2% penetration the last time it led the audience ranking, in April 2021.

Breaking down the data by media, YouTube (31.3 million), El País (8.1 million) and the RTVE website (4.3 million) repeat as the pages with the most unique visitors in Spain in the last 30 days – neither Facebook nor Spotify are part of the ranking in this edition of the report. Positive evolutions are observed compared to the data recorded in the third quarter of 2025: YouTube and El País increase their audience by almost one million, respectively; while RTVE maintains its visitors.

Regarding Outdoor, 34.5 million individuals have seen outdoor advertising in the last week. The figure reflects a slight drop compared to the 34.7 million in the third wave of the previous year. Street furniture, which includes mupis, kiosks or bus stops, continues to lead as the area with the greatest penetration, followed by transportation advertising.

Regarding Television, the pattern observed in previous waves of the study is also repeated. Antena 3 is once again the leader with 17.4% of the screen share, while TVE’s La 1 (14.7%) repeats its second position, followed in the classification by Telecinco (9.7%).
The consumption time per viewer on this occasion has stood at 188 minutes, that is, 7 minutes more than in the last edition of the report (181 minutes).

On the other hand, 23.4 million Spaniards have listened to the radio, the same number as in the third wave of EGM 2025. Specifically, 13.5 million people have listened to general radio every day, with Ser, Cope and Onda Cero as the main stations; while 12.8 million have listened to thematic radio, with Los40, Cadena 100 and Dial as leading stations.
The radio medium reaches a penetration of 54.2%.

Magazines occupy fifth position in penetration (20.9%), a drop of 0.3% compared to the third quarter of 2025. Monthly magazines, with National Geographic, Vogue and Viajes Nationalgeographic leading the way, have an audience of 6.7 million people. For their part, weekly magazines have an audience of 3 million, and the ranking is led by Hola, Pronto and Lecturas.

For its part, Cinema penetration grows more than one percentage point, going from 6.7% in the second wave to 7.8% currently. 50.5% of the population say they go to the theaters sometime, compared to 49.5% who say they never do. 8.2% of the population goes to the cinema once a month.

More info.: First Wave of the EGM of 2026 and Internet Hearings