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 Second 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 stands at 91%, exactly the same figure recorded in the previous wave of the report. Despite maintaining its level on this occasion, the medium has shown a sustained growth trend in recent years, since the data is above the 89.5% obtained in the second installment of the report in 2025.
The data are a sample of an increasingly digitalized reality, and the Internet has gained seven percentage points in five years.
The Outdoor audience has been above that of Television for a year
For its part, Exterior has once again surpassed Television thanks to an audience of 81.3%, which is more than one percentage point above the previous 80.1%. Although this medium has also experienced a positive trend in recent years, the data remains below its best figures, which were collected in 2019, with 82.2% penetration.
Television once again occupies third place on the list with a penetration of 76.6%, a significant drop of three percentage points compared to the last report. The data is significantly below the 81.2% obtained in the second wave of 2025, and reflects a progressive decrease, since the medium has lost almost ten penetration points compared to the last time it led the audience ranking, in April 2021 (85.2%).
Breaking down the data by media, Internet consumption is led by YouTube (31.3 million), The Country (7.7 million) and the RTVE website (4.5 million), which repeat as the pages with the most unique visitors in Spain in the last 30 days. However, changes are observed compared to the data recorded in the first quarter of 2026: YouTube maintains its figures and El País loses almost half a million; and RTVE increases its audience.
It should be remembered that neither Facebook nor Spotify are part of the ranking in this edition of the report.
Regarding Outdoor, 35.1 million individuals have seen outdoor advertising in the last week. The figure reflects a slight growth compared to the 34.5 million in the first wave of this 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 leading channel in audience with 16.9% of the screen share, while TVE’s La 1 (13.6%) repeats its second position, followed in the classification by Telecinco (9.4%).
The consumption time per viewer on this occasion was 179 minutes, that is, 9 minutes less than in the last edition of the report (188 minutes).
On the other hand, Radio has reached a penetration of 54.2%, since 23.4 million Spaniards have listened to the radio, the same number as in the first wave of EGM 2026. Specifically, 13 million people have listened to general radio every day, with Ser, Cope and Onda Cero as the main stations; while 13.3 million have listened to thematic radio, with Los40, Cadena 100 and Dial as leading stations.
Magazines occupy fifth position in terms of penetration (22.6%), an increase of 1.7% compared to the first quarter of 2026. Monthly publications, with National Geographic, Vogue and National Geographic History At the top, they have an audience of 6.8 million people. For their part, weekly magazines have an audience of 2.8 million, and the ranking is led by Hello, Soon and Readings.
For its part, Cinema penetration grows more than one percentage point, going from 7.8% in the first wave to 8.9% currently. 52.6% of the population say they go to the theaters sometime, compared to 47.4% who say they never do. 9.1% of the population goes to the cinema once a month.
More info.: Second Wave of the EGM of 2026 and Internet Hearings
