The Association for Media Research (AIMC) has shared the second wave data of the General Media Study (EGM) of 2025, which quarterly offers a panoramic view of the media audience. The data reflect the leadership of the digital ecosystem and the struggle between television and exterior because it is the second medium with the greatest penetration.
Internet It is at the head of the media list in terms of audience, with an 89.5% penetration, which represents a slight decrease from the 90% recorded in previous edition of the report. For its part, as already happened in the first wave of 2024, Abroad has overcome to television Thanks to an 81.2% audience compared to the 80.1% previous. The television medium closes the podium with a penetration of 79.7%, a notable decrease compared to 82.4% of the previous wave.
By reconnating the data by means, YouTube (30.8 million), The country (6.8 million) and the website of RTVE (4.5 million) repeat as the pages with the most unique visitors in Spain in the last 30 days -ni Facebook or Spotify are part of the ranking in this edition of the report.
Regarding exterior, 34.6 million individuals have seen outside advertising in the last week. The mUrban Obiliariowhich includes mupis, kiosks or bus stops, is once again the area of greatest penetration, followed by advertising in transport.
With regard to television, the pattern observed in previous waves of the study is also repeated. Antena 3 Repeat as a leader with 16.2% of the screen share, while The 1 of TVE (13.8%) re -occupied the second position, followed in the classification by Telecinco (11.1%).
The consumption time per viewing on this occasion has been placed in 185 minutes, 7 minutes less than in the last edition of the report.
On the other hand, 23.4 million Spaniards have heard lto radio. Specifically, 13.1 million people have heard generalist radio every day, with being, Cope and Onda Cero as main stations; While 13.4 million have heard the thematic radio, with Los40, Cadena 100 and dial as leading stations.
Magazines occupies the fifth position in penetration (22.5%). Monthly magazines, with National Geographic, Nationalgeographic Travel and Vogue At the head, they have an audience of 7.1 million people. For their part, weekly magazines have a 3.4 million audience, and the ranking is led by Soon, Hello and Readings
For its part, the penetration of Cinema A percentage point falls, from 6.4% of the first wave to current 5.4%. 53.3% of the population claims to never or almost ever go to the rooms, compared to 46.8% who say they do it “once.” 8% of the population goes to the cinema once a month.
More info.: Second EGM wave of 2025 and Internet audiences
