MAPFRE

In July, with the World Cup running until the 19th, CTV expanded its exclusive audience to 1.8 million individuals, 6% more than the previous month. Even with one of the biggest crowd-pulling events for linear TV, there's an audience that exists only on CTV.

There is an audience that only exists in CTV: 1.8 million individuals that only connected television platforms can reach, 6% more than the previous month. A growth that becomes even more significant when we consider that the World Cup remained active until 19 July, including the semi-finals and final: even with one of the strongest pull events for linear TV, CTV expanded its exclusive audience.During the last month, the OTT ecosystem in Spain reaches 35.4 million viewers. The seasonal drop typical of media in summer is minimal for OTTs, just 0.6%, in part due to the World Cup effect, which continued to drive consumption on platforms beyond linear TV.CTV incrementality over linear TV rises to +4.4 additional coverage points, compared to +3.8% in June. A clear signal of the ecosystem's resilience and its capacity to reach individuals that no other audiovisual environment can deliver.The World Cup has been a driver for the streaming platforms that broadcast it. RTVE Play and DAZN saw their reach grow considerably during June and July, coinciding with the tournament broadcasts: +12% and +17% respectively compared to May. Free-to-air sport does not only activate linear TV — it also drives consumption on streaming platforms.The data confirms this from the viewer's perspective: 67.5% of World Cup followers reported watching more TV than usual during the tournament, a figure that rose to 84% among viewers aged 16 to 24. And when a match coincided with their usual prime time, 65.7% set aside their regular content to watch the game, although 16.3% caught up with it afterwards via time-shifted or on-demand viewing. A sign that the World Cup did not eliminate platform consumption: audiences integrated it into their routine according to the moment, and with it, the advertising inventory available on CTV remained active.Connected television achieves 88% total monthly reach, with 30.7 million unique users accessing platforms with an ASVOD model (3 in 4 platform users choose an ad-supported subscription model).&nbsp;<figure class="image"><img src="https://s3.eu-west-1.amazonaws.com/static.smartmeanalytics.com/platform/private/reports/image_ck_6a7da708984aa1114.png"></figure>&nbsp;The ASVOD ecosystem and hybrid models continue to reshape:<ul><li>Coverage building:&nbsp;total reach remains above 88% with over 35M viewers.</li><li>Overlap between environments:&nbsp;CTV's exclusive audience grows from 1.5M to 1.8M compared to June.</li><li>The real weight of ad-supported environments:&nbsp;30.7M unique users access ASVOD platforms, representing 76.4% of the CTV universe.</li></ul>The conclusion for planners is clear: linear TV and CTV do not compete — they share the same person according to the moment and the content. Leaving either one out of the plan means giving up part of your audience (or overpaying for the one you already had).In an environment where budget efficiency and transparency are top priorities, having independent and comparable data is no longer a competitive advantage: it is a basic condition for planning with sound criteria.&nbsp;<h3>About CTV Landscape</h3>CTV Landscape is Smartme's solution designed to accurately measure real connected television consumption in Spain. Through our crossmedia technology, deployed on a single-source panel, we identify specific CTV consumption with high granularity (by target, device and platform, differentiating ad-supported and non-ad-supported environments) and contextualise it against each individual's total audiovisual consumption.&nbsp;<text-center><button-link><size-l><a href="https://smartmeanalytics.com/producto/ctvLandscape">Learn more!</size-l></button-link></text-center>&nbsp;

CTV Landscape July 2026

With the arrival of summer, we turn our attention more closely to CTV — and find 4.4% more individuals who exclusively consumed streaming platforms in July.

Smartme Analytics ha analizado cómo una misma persona repartió su consumo entre TV lineal, CTV y móvil durante el torneo, y confirma que el Mundial activó varias pantallas en paralelo, con un salto notable en el recuerdo de las marcas patrocinadoras.

El Mundial 2026 no se ha jugado solo en el campo: se ha jugado en el salón, en el móvil y en las redes sociales de más de 25 millones de españoles de +16 años, al mismo tiempo.Según el análisis de Smartme Analytics, compañía tecnológica de medición crossmedia, esa atención repartida ha tenido premio para los anunciantes: el 38,1% de los espectadores recuerda espontáneamente alguna marca patrocinadora del torneo. No solo se han batido récords de audiencia en el Mundial: se produce un cambio de hábitos, 2 de cada 3 espectadores ha dedicado más tiempo al visionado, y esto es un escaparate para las marcas. El top 3 de patrocinadores más mencionados de forma espontánea: Coca-Cola, Adidas y Cerveza Victoria. Cuando el contenido moviliza a la audiencia en varias pantallas a la vez, la publicidad se fija mejor.El efecto va más allá del recuerdo. El 35% de los espectadores afirma que el Mundial le permitió descubrir marcas que no conocía, un porcentaje que asciende al 55% entre los jóvenes de 16 a 24 años, uno de los segmentos más difíciles de alcanzar para los anunciantes. Además, para el 43,3% de la audiencia, el hecho de que una marca patrocinara el torneo aumenta su confianza en ella; entre los menores de 35 años, esa cifra se eleva al 53%. En conjunto, los datos muestran que el patrocinio del torneo no solo mejora el recuerdo de marca, sino que también favorece el descubrimiento de nuevas marcas y refuerza la confianza de los consumidores.Estas conclusiones proceden de un análisis con una visión unificada del consumo multimedia, que mide a nivel individuo la exposición a la TV lineal, la CTV y el móvil durante el torneo, permitiendo relacionar el consumo multipantalla con indicadores de eficacia publicitaria.&nbsp;<figure class="image"><img src="https://s3.eu-west-1.amazonaws.com/static.smartmeanalytics.com/platform/private/reports/image_ck_6a607801acade6232.png"></figure>&nbsp;<h1>Dos pantallas, un mismo espectador: el efecto multiplicador para las marcas</h1>Las dos grandes puertas de entrada al Mundial, La 1 y DAZN, reunieron entre ambas a 25.104.006 espectadores. Un 55,2% vio el torneo solo en La 1, un 5,5% (1,4 millones de mayores de 16 años) solo en DAZN, y un 44,0% consumió ambos canales: un efecto multiplicador para las marcas, que alcanzan a una audiencia que se reparte entre plataformas en lugar de concentrarse en una sola.&nbsp;<h1>El segundo dispositivo ya no es la excepción: es la norma</h1>El torneo también cambió el día a día del espectador. Tres de cada cuatro españoles (75,6%) siguieron principalmente los partidos en prime time, la franja donde se concentró la mayoría de los encuentros de la selección española.Y sobre todo, el Mundial confirmó el consumo simultáneo: el 76,2% de los espectadores usó el móvil como segunda pantalla mientras veía los partidos. Un 40,5% para hablar por WhatsApp o apps de mensajería, un 15% entraba en Instagram y un 11% en YouTube.&nbsp;<h1>El efecto se extiende fuera de la pantalla: delivery y apuestas</h1>El tirón del Mundial se notó también en el comportamiento cotidiano. Glovo, líder en apps de delivery, fue usada por 3.042.846 individuos, un 7,5% más que en mayo, previo al Mundial. Su inmediato seguidor, Uber Eats, creció un 20,9%. Bet365 lideró las apuestas deportivas con 1.208.091 adultos españoles, su ratio más alto en los dos últimos años. El Mundial no solo mueve audiencias: mueve hábitos de consumo.&nbsp;<h1>Un evento que pone a prueba la medición crossmedia</h1>Un Mundial es un buen ejemplo para poner a prueba la calidad de una medición crossmedia: picos de audiencia, cambios de hábito, consumo simultáneo en varias pantallas y efectos comerciales tan tangibles como la mejora del recuerdo o el incremento de la demanda.“En Smartme llevamos tiempo defendiendo que actualmente la audiencia se debe medir en multipantalla, y por lo tanto, la inversión publicitaria también debe planificarse así. Ver sobre las mismas personas cuánto pesa la TV lineal, cuánto la CTV y cuánto el móvil, y cuantificar el impacto de esa exposición, es lo que nos acerca a medir el efecto real. Los anunciantes necesitan conocer el alcance preciso de su publicidad y el impacto que generan estos grandes eventos deportivos”, explica Lola Chicón, CEO y fundadora de Smartme Analytics.&nbsp;<h1>El Mundial 2026, en cifras</h1><ul><li>38,1% recuerda espontáneamente una marca patrocinadora (top 3: Coca-Cola, Adidas, Cerveza Victoria)</li><li>35% descubrió marcas que no conocía (55% entre los jóvenes de 16 a 24 años)</li><li>43,3% confía más en una marca por patrocinar el Mundial (53% entre los menores de 35 años)</li><li>25.104.006 espectadores vieron el Mundial en La 1 y/o DAZN; un 44,0% consumió ambos canales</li><li>76,2% usó el móvil como segunda pantalla durante los partidos</li><li>75,6% siguió los partidos principalmente en prime time</li><li>Glovo: 3.042.846 individuos (+7,5% vs. mayo); Uber Eats +20,9%; Bet365: 1.208.091 adultos en apuestas deportivas</li></ul>&nbsp;<h1>Sobre el estudio</h1>El análisis combina la observación directa del comportamiento de la audiencia, mediante tecnología ACR y tracking digital, para registrar la exposición real a TV lineal, CTV y navegación en la misma persona. Esa observación se completa con una encuesta propia al panel para medir el recuerdo publicitario. La combinación, posible gracias al panel single-source certificado ISO de Smartme, permite cruzar audiencias que tradicionalmente se miden por separado y ofrecer una lectura completa del comportamiento y la percepción durante el Mundial 2026.

Mundial 2026

España gana el Mundial y las marcas también: patrocinar el torneo dispara el recuerdo, el descubrimiento y la confianza en la marca

En junio, el mayor evento deportivo del año demostró algo que los datos confirman mes a mes: la audiencia convive con la televisión lineal y las plataformas según el contenido. El Mundial redistribuyó audiencias entre entornos. ¿Qué significa esto para quienes planifican en CTV?

En junio, el mayor evento en abierto de los últimos meses reordenó el reparto de la audiencia audiovisual en España. Te contamos qué pasó y por qué ni la TV lineal ni la conectada pueden quedar fuera de tu planificación.El Mundial marca la diferencia respecto a meses anteriores. Desde las fases tempranas emitidas durante junio (fase de grupos y dieciseisavos de final), 2 de cada 3 españoles mayores de 16 años están siguiendo los partidos (64,4%). Y ha conseguido atraer especialmente al público más joven: el 70% de los espectadores de 16 a 34 años está siguiendo la competición. Una cifra que podría aumentar ahora que España está a las puertas de la Final.Ese tirón se nota en el reparto entre pantallas. La emisión del Mundial en abierto ha sido un imán para la TV lineal, que ha sumado 161.000 individuos más que en mayo. Como resultado, la incrementalidad de CTV se sitúa en el +3,8%, frente al +4,2% de mayo. Un movimiento que no habla de pérdida, sino de la coexistencia natural entre entornos: cuando el contenido lo justifica, la audiencia se distribuye.Porque incluso con el evento que más ha alterado el comportamiento en abierto de los últimos meses, CTV se mantiene como un canal clave para llegar a ciertas audiencias, entregando 1,5 millones de individuos que ninguna otra pantalla alcanza, y que ningún otro entorno audiovisual entrega.&nbsp;<figure class="image"><img src="https://s3.eu-west-1.amazonaws.com/static.smartmeanalytics.com/platform/private/reports/image_ck_6a575cf17395f1070.png"></figure>&nbsp;El estatus de CTV: un ecosistema que no se detiene.&nbsp;Pese a que el Mundial cambió por un momento el paradigma de la TV lineal y del mix de medios, el ecosistema OTT en España sigue alcanzando 35,7 millones de espectadores. La televisión conectada logra un 88,8% de reach total mensual, con 31 millones de usuarios únicos accediendo a plataformas con modelo ASVOD (el 77% de alcance ASVOD sobre el universo CTV).La conclusión para quien planifica es directa: lineal y CTV no compiten, se reparten a la misma persona según el momento y el contenido. Dejar cualquiera de las dos fuera del plan es renunciar a una parte de tu audiencia (o pagar de más por la que ya tenías). Y el ecosistema ASVOD y los modelos híbridos siguen modificando la construcción de cobertura, el solapamiento entre entornos y el peso real de los entornos con publicidad.En Smartme medimos ese reparto real, contacto a contacto, para que cada euro de tu presupuesto vaya donde de verdad suma. En un entorno donde la eficiencia presupuestaria y la transparencia son prioritarias, disponer de datos independientes y comparables ya no es una ventaja competitiva: es una condición básica para planificar con criterio.Las marcas que ganan en CTV no son necesariamente las que más invierten, sino las que convierten los datos en decisiones cada vez más inteligentes. La pregunta es: ¿vas a seguir planificando sin esa ventaja?&nbsp;<h3>Sobre CTV Landscape</h3>CTV Landscape es la solución de Smartme diseñada para medir con precisión el consumo real de televisión conectada en España. A través de nuestra tecnología crossmedia, desplegada sobre un panel single-source, identificamos el consumo específico de CTV con alta granularidad (por target, dispositivo y plataforma, diferenciando entornos con y sin publicidad) y lo contextualizamos frente al resto del consumo audiovisual de cada individuo. Actualizado mensualmente, ofrece al mercado una referencia continua, sólida y accionable para evaluar la evolución de la penetración de CTV frente a otros entornos audiovisuales.&nbsp;<text-center><button-link><size-l><a href="https://smartmeanalytics.com/producto/ctvLandscape">¡Quiero saber más!</size-l></button-link></text-center>&nbsp;

CTV Landscape Junio 2026

El efecto Mundial: la TV lineal gana 161K individuos y CTV mantiene su audiencia exclusiva

From now on, advertisers can activate in The Trade Desk the exclusive segments built from the real cross-media consumption of the Smartme Analytics panel. A partnership that closes the loop between measurement, planning, and activation.

<figure class="image"><img src="https://s3.eu-west-1.amazonaws.com/static.smartmeanalytics.com/platform/private/reports/image_ck_6a339e59c1ea87529.png"></figure>&nbsp;The Trade Desk and Smartme Analytics have reached an agreement that allows advertisers to activate, for the first time, exclusive segments built from the real crossmedia behaviour of Smartme Analytics’ proprietary single-source panel. Starting in Q2 2026, advertisers can apply these segments directly to their programmatic campaigns.Both companies already collaborate on brand lift, reach and frequency measurement across multiple channels. This alliance marks a decisive step: from&nbsp;measurement to activation.&nbsp;<h2>What does it mean?</h2>Advertisers will be able to reach segments that were previously difficult to capture, such as low-exposure TV viewers (low TV viewers), and put to work, directly in their campaigns, insights that previously only served to analyse results.&nbsp;<h2>Proprietary technology, independent methodology</h2>Smartme Analytics has spent the last five years developing technology that passively and consensually measures media consumption across its panel, which is representative of the Spanish population. This methodological rigour, backed by a&nbsp;triple ISO certification, makes Smartme a strategic partner for The Trade Desk in the Spanish market.&nbsp;"By activating in our platform the segments built from Smartme’s crossmedia and single-source panel, we help advertisers identify which media combinations generate real incremental reach and brand awareness, optimising every euro invested against business KPIs."Sara Pastor, General Manager of The Trade Desk Spain &amp; Portugal&nbsp;"The insights from our measurement studies are no longer just diagnostics — they become real-time activation levers. Instead of evaluating impact once a campaign is over, advertisers can now anticipate it and optimise every euro from the very first touchpoint."Lola Chicón, CEO of Smartme Analytics&nbsp;<h2>About Smartme Analytics</h2>Smartme Analytics is a company specialised in crossmedia advertising measurement. Its technology, built on a proprietary panel and certified under ISO standards, provides precise and independent single-source data to advertisers, agencies, media owners and platforms.A reference in independent crossmedia measurement, Smartme helps global brands make strategic, evidence-based decisions about their advertising investment in a multiplatform environment.&nbsp;<a href="https://www.smartmeanalytics.com/">smartmeanalytics.com</a>&nbsp;<h2>About The Trade Desk</h2>The Trade Desk is a technology company that empowers buyers of advertising. Through its self-service, cloud-based platform, ad buyers can create, manage and optimise digital advertising campaigns across ad formats and devices.Integrations with major data, inventory and publisher partners ensure maximum reach and decision-making capability, while enterprise APIs enable custom development on top of the platform. Headquartered in Ventura, California, The Trade Desk has offices across North America, Europe and Asia-Pacific.&nbsp;<a href="https://www.thetradedesk.com/">thetradedesk.com</a>

Smartme Analytics and The Trade Desk Join Forces to Bring Crossmedia Measurement to Programmatic Activation

Advertisers can now activate exclusive Smartme Analytics audiences directly in The Trade Desk for their programmatic buying strategies.

Connected TV has established itself as one of the pillars of audiovisual consumption in Spain. However, its exponential growth has come alongside greater complexity: multiple platforms, hybrid subscription models, multi-screen consumption, and a fragmentation that makes comparative measurement with linear TV, social media, or online video increasingly difficult.

En mayo de 2026, el ecosistema OTT en España alcanza los 35,6 millones de espectadores. El dato que más está cambiando la conversación en la industria no es el tamaño total del universo CTV, es cuántos de esos individuos son accesibles para los anunciantes.Los modelos ASVOD (plataformas de streaming con planes de contenido con publicidad) han dejado de ser una opción secundaria para convertirse en el motor de crecimiento del inventario publicitario en CTV.&nbsp;En mayo, 31 millones de usuarios únicos acceden a plataformas con este modelo. Un ejemplo que ilustra la tendencia: la audiencia de Netflix crece un 3% este mes, recogiendo el fruto de una intensa agenda de estrenos. El contenido sigue siendo el principal driver de captación de suscripciones a las plataformas, y con él, crece el inventario publicitario disponible.&nbsp;<figure class="image"><img src="https://s3.eu-west-1.amazonaws.com/static.smartmeanalytics.com/platform/private/reports/image_ck_6a2a83f69ce0d3854.png"></figure>&nbsp;El movimiento más relevante de este mes no es el volumen total, sino su dirección: aunque la audiencia potencial de CTV en mayo registra una ligera bajada, la audiencia disponible para alcanzar con publicidad gana 100.000 individuos. Saber cuánta audiencia está disponible para impactos publicitarios, en qué plataformas y con qué perfil, es la diferencia entre invertir en CTV con criterio o hacerlo con estimaciones.La televisión conectada logra un 88,5% de reach total mensual. Su alcance incremental frente a la TV lineal es del +4,2% (1,7 millones de individuos) que ningún otro entorno audiovisual puede alcanzar.El ecosistema ASVOD y los modelos híbridos están modificando:<ul><li>La construcción de cobertura</li><li>El solapamiento entre entornos</li><li>El peso real de los entornos con publicidad</li></ul>Actualizado mensualmente, este análisis ofrece una visión del consumo total de CTV en España en la población +16. Estos datos permiten evaluar la evolución de la penetración CTV y compararla con otros entornos audiovisuales, ofreciendo al mercado una referencia continua, sólida y accionable.En un entorno donde la eficiencia presupuestaria y la transparencia son prioritarias, disponer de datos independientes y comparables ya no es una ventaja competitiva: es una condición básica para planificar con criterio.&nbsp;<h3>Sobre CTV Landscape</h3>CTV Landscape es la solución de Smartme diseñada para medir con precisión el consumo real de televisión conectada en España. A través de nuestra tecnología crossmedia, desplegada sobre un panel single source, identificamos el consumo específico de CTV con alta granularidad — por target, dispositivo y plataforma, diferenciando entornos con y sin publicidad — y lo contextualizamos frente al resto del consumo audiovisual de cada individuo.&nbsp;<text-center><button-link><size-l><a href="https://smartmeanalytics.com/producto/ctvLandscape">¡Quiero saber más!</size-l></button-link></text-center>&nbsp;

CTV Landscape May 2026

Inteligencia sobre el consumo de CTV en España

In April 2026, the OTT ecosystem in Spain reaches&nbsp;35,8 millones&nbsp;viewers. Month after month, the data confirm a trend that no longer admits interpretation: CTV is not growing cyclically — it is consolidating as a structural environment within media planning.Connected TV achieves an 89% total monthly reach.&nbsp;But the figure that matters most to those planning coverage is another:&nbsp;CTV delivers a +4.7% incremental reach over linear TV — 1.5 points more than in March (+3.2%) — 1,9 millones individuals that no other audiovisual environment reaches.Month after month, this incrementality figure becomes the strongest argument for including CTV in any coverage strategy. Not as an optional complement, but as a necessary lever to reach an audience that has stopped consuming linear television — and will continue to grow.Furthermore,&nbsp;30.9 millones&nbsp;unique users access streaming platforms with an ad-supported subscription model, which redefines the real size of the inventory accessible to brands.The ASVOD ecosystem and hybrid models are reshaping:<ul><li>Reach building</li><li>Overlap between environments</li><li>The real weight of ad-supported environments</li></ul><figure class="image"><img src="https://s3.eu-west-1.amazonaws.com/static.smartmeanalytics.com/platform/private/reports/image_ck_6a042b9828e231117.jpeg"></figure>&nbsp;Updated monthly, this analysis provides an aggregated view of total CTV consumption in Spain among the 16+ population. This data enables evaluation of the evolution of CTV penetration and comparison with other audiovisual environments, offering the market a continuous, solid, and actionable benchmark.In an environment where budget efficiency and transparency are priorities, having independent and comparable data is no longer a competitive advantage: it is a basic condition for planning with sound judgment.&nbsp;<h3>About CTV Landscape</h3>CTV Landscape is Smartme’s solution designed to precisely measure real connected TV consumption in Spain. Through our crossmedia technology, deployed on a single-source panel, we identify specific CTV consumption with high granularity: by target, device and platform, differentiating ad-supported and ad-free environments — and contextualizing it against each individual’s total audiovisual consumption.&nbsp;<text-center><button-link><size-l><a href="https://smartmeanalytics.com/producto/ctvLandscape">Learn more!</size-l></button-link></text-center>&nbsp;

CTV Landscape April 2026

Marketing Mix Modeling is a well-established industry tool. But in an environment where TV, CTV, online audio, social, and retail media all coexist, its limitations are becoming increasingly apparent: it works with aggregated data, assumes a stable market, and does not capture people's actual exposure.

Marketing Mix Modeling is a well-established industry tool. But in an environment where TV, CTV, online audio, social, and retail media all coexist, its limitations are becoming increasingly apparent: it works with aggregated data, assumes a stable market, and does not capture people's actual exposure.At Smartme Analytics we have taken a deep look at what an MMM can — and cannot — do, and how Crossmedia Optimization Models cover exactly the gaps it leaves behind.Because the real challenge is no longer explaining the past more accurately. It's making better decisions before you invest.
 
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	<div><figure class="image"><img src="https://s3.eu-west-1.amazonaws.com/static-dev.smartmeanalytics.com/platform/private/reports/image_ck_69f0dcf883fe86995.png"></figure></div>
	<div><text-center><button-link><size-m><a href="https://smartmeanalytics.com/static/resources/EN_MMM_vs_MOC.pdf">Download the whitepaper</a></size-m></button-link></text-center>In this whitepaper you'll find:<ul><li>What questions an MMM answers — and which ones it can't</li><li>Why scenario simulations have structural limitations</li><li>What data and models you need to truly optimize</li><li>The winning combination: MMM strategy and MOC tactics</li></ul></div>
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Marketing Mix Modeling vs Crossmedia Optimization Models: what each one brings to your next campaign

La televisión conectada se ha consolidado como uno de los pilares del consumo audiovisual en España. Sin embargo, su crecimiento exponencial ha venido acompañado de una mayor complejidad: múltiples plataformas, modelos de suscripción híbridos, consumo multipantalla y una fragmentación que dificulta la medición comparativa con TV lineal, social media o vídeo online.

En marzo de 2026, el ecosistema OTT en España alcanza los 35,5 millones de espectadores.&nbsp;La televisión conectada logra un 88,4% de reach total mensual, consolidándose como un entorno de cobertura masiva. Pero el dato verdaderamente relevante es: CTV aporta un 3,2% de alcance incremental frente a la TV lineal.&nbsp;En un contexto donde la optimización de cobertura es cada vez más compleja y costosa, ese 3,2% no es marginal, se traduce en 1,3 millones de individuos. Un dato estratégico —e incluso determinante— para entender quiénes son estos usuarios y en qué plataformas se les puede alcanzar.&nbsp;Además, 31,3 millones de usuarios únicos acceden a plataformas de streaming con modelo de suscripción con publicidad, lo que redefine el tamaño real del inventario accesible para las marcas.&nbsp;El ecosistema ASVOD y los modelos híbridos están modificando:&nbsp;<ul><li>La construcción de cobertura</li><li>El solapamiento entre entornos</li><li>El peso real de los entornos con publicidad</li></ul><figure class="image"><img src="https://s3.eu-west-1.amazonaws.com/static.smartmeanalytics.com/platform/private/reports/image_ck_69e0d3cb2da9e3668.png"></figure>&nbsp;Actualizado mensualmente, este análisis ofrece una visión agregada del consumo total de CTV en España en la población +16. Estos datos permiten evaluar la evolución de la penetración CTV y compararla con otros entornos audiovisuales, ofreciendo al mercado una referencia continua, sólida y accionable.&nbsp;En un entorno donde la eficiencia presupuestaria y la transparencia son prioritarias, disponer de datos independientes y comparables ya no es una ventaja competitiva: es una condición básica para planificar con criterio.&nbsp;&nbsp;<h3>SOBRE CTV LANDSCAPE&nbsp;</h3>CTV Landscape es la solución de Smartme diseñada para medir con precisión el consumo real de televisión conectada en España. A través de nuestra tecnología crossmedia, desplegada sobre un panel single source, identificamos el consumo específico de CTV con alta granularidad — por target, dispositivo y plataforma, diferenciando entornos con y sin publicidad — y lo contextualizamos frente al resto del consumo audiovisual de cada individuo.&nbsp;&nbsp;<text-center><button-link><size-l><a href="https://smartmeanalytics.com/producto/ctvLandscape">¡Quiero saber más!</size-l></button-link></text-center>&nbsp;

CTV Landscape Marzo 2026

Connected TV has established itself as one of the pillars of audiovisual consumption in Spain. However, its exponential growth has come hand in hand with increased complexity: multiple platforms, hybrid subscription models, multiscreen consumption, and a level of fragmentation that makes comparative measurement with linear TV, social media, and online video increasingly challenging.

Today it is possible to reach more than 31 million people in Spain through CTV advertising, within a total universe of more than 35.7 million individuals. However, beyond volume, the real strategic question is something else:<ul><li>What is its real reach compared to other media?</li><li>What part of its audience is incremental?</li><li>How do you reach that audience by adding platforms?</li><li>What weight do ad-supported models carry versus ad-free environments by target and platform?</li></ul>In this context, CTV Landscape was born with the goal of providing indispensable data for advertising planning. From this solution comes the information we present in its reduced version, LITE.&nbsp;In an environment where the fragmentation of audiovisual consumption complicates every investment decision, CTV Landscape brings clarity. Smartme offers a unique view, based on crossmedia and single source measurement, that allows us to understand the true weight of CTV and its incremental contribution within the audiovisual mix.<figure class="image"><img src="https://s3.eu-west-1.amazonaws.com/static.smartmeanalytics.com/platform/private/reports/image_ck_69dfbe0fd73f77744.jpeg"></figure>CTV Landscape is Smartme's solution designed to precisely measure the real consumption of connected television in Spain.&nbsp;Through our crossmedia technology, deployed on a single source panel, we capture the audiovisual consumption of individuals.&nbsp;This allows us to identify the specific consumption of CTV with a high level of granularity —by target, device and platform, also differentiating between ad-supported and ad-free environments— and contextualize it against the total audiovisual consumption (linear TV, digital, etc.) of each individual.&nbsp;The result is a unified, consistent and comparable measurement that allows us to quantify not only the volume of CTV audiences, but also their real incrementality against linear television, eliminating biases and duplications.In February 2026, the OTT ecosystem in Spain reaches 35.7 million viewers.&nbsp;Connected television achieves an 88.7% total monthly reach, consolidating itself as a massive reach environment. But the truly relevant figure is: CTV delivers a 3.3% incremental reach versus linear TV.&nbsp;In a context where reach optimization is increasingly complex and costly, that 3.3% is not marginal — it translates into 1.3 million individuals. A strategic —and even decisive— insight to understand who these users are and on which platforms they can be reached.Furthermore, 31.3 million of Spanish people access streaming platforms with an ad-supported subscription model, which redefines the real size of the inventory accessible to brands.&nbsp;The ASVOD ecosystem and hybrid models are reshaping:<ul><li>Reach building</li><li>Overlap between environments</li><li>The real weight of ad-supported environments</li></ul>Updated monthly, this analysis offers an aggregated view of total CTV consumption in Spain among the 16+ population. This data allows for the evaluation of CTV penetration trends and comparison with other audiovisual environments, providing the market with a continuous, robust and actionable reference.&nbsp;In an environment where budget efficiency and transparency are priorities, having independent and comparable data is no longer a competitive advantage: it is a basic condition for planning with confidence.&nbsp;&nbsp;<text-center><size-xxl><a href="https://smartmeanalytics.com/producto/ctvLandscape">Learn more</a></size-xxl></text-center>&nbsp;

CTV Landscape

Real Dimension, Reach and Keys for Strategic Planning

En un contexto donde la televisión conectada (CTV) está experimentando un crecimiento exponencial, se necesita comprender mejor su alcance y optimizar las inversiones en este entorno audiovisual. CTV Landscape ofrece una visión clara y detallada de este ecosistema.

<h1>Inteligencia de datos para control y seguimiento de la penetración de la televisión conectada.</h1>En un contexto donde la televisión conectada (CTV) está experimentando un crecimiento exponencial, se necesita comprender mejor su alcance y optimizar las inversiones en este entorno audiovisual. CTV Landscape ofrece una visión clara y detallada de este ecosistema, permitiendo acceder a los siguientes datos :&nbsp;<h2>Métricas</h2><ul><li>Reach (% y .000)</li><li>Reach Exclusivo</li><li>Solapamiento</li><li>Share %</li><li>Frecuencia consumo</li><li>Percepción de la publicidad</li></ul><figure class="image"><img src="https://s3.eu-west-1.amazonaws.com/static.smartmeanalytics.com/platform/private/reports/image_ck_6877544cee48c4358.png"></figure>&nbsp;<h2>Segmentaciones</h2><ul><li>Dispositivos (CTV/TV, Smartphone, PC, Tablet)</li><li>Tipo de suscripción con Publicidad vs sin anuncios (SVOD, HVOD, ASVOD, BVOD, AVOD)</li><li>Targets (edad, género, intensidad de consumo de TV (low, medium y high TV Viewers)</li></ul>&nbsp;<h2>Players monitorizados</h2><figure class="image"><img src="https://s3.eu-west-1.amazonaws.com/static.smartmeanalytics.com/platform/private/reports/image_ck_6877565a1b8752150.png"></figure>&nbsp;<h2>Utilidades</h2><ul><li>Evaluar el tamaño y penetración de la audiencia CTV en España y su evolución en comparación con otros medios audiovisuales.</li><li>Comparar la efectividad de CTV frente a TV lineal, social media y plataformas de vídeo, proporcionando datos clave para la toma de decisiones.</li><li>Optimizar la inversión publicitaria audiovisual mediante métricas precisas sobre alcance CTV y otras plataformas según dispositivo y segmentación de audiencia.</li><li>Garantizar transparencia y neutralidad con datos independientes y metodologías robustas, combinando información observacional, declarada y censal.</li><li>Con más de 31 millones de personas consumiendo OTT en Smart TV en España la relevancia de estos datos es innegable para una planificación más eficaz y optimizada para expandir el alcance de su publicidad.</li></ul>&nbsp;<h2>Actualización mensual</h2>Histórico de datos desde noviembre 2024.&nbsp;&nbsp;<h3><a href="https://2njln.share.hsforms.com/2E8KWPyXXRbakAfRcvdY4rQ">¡Habla con un experto para acceder al informe del último mes!</a></h3>&nbsp;

Advertisers, media, and experts meet in Madrid to address how to move towards more precise, unified, and real results-oriented measurement.

On Wednesday, May 7th, the event MeasureUP! 2025: Redefining Advertising Measurement, organized by Smartme, took place at LOOM AZCA.During the event, marketing, media, and advertising professionals analyzed the current state of measurement in an increasingly digital and fragmented ecosystem, focusing on efficiency, transparency, and planning based on real data.The opening was led by Lola Chicón, CEO of Smartme, who advocated for the need for a more advanced and effective measurement model that allows the industry to make strategic decisions based on real user behaviors. "Advertising can and should be more transparent and profitable. The key is to measure in an integrated way, with independent technology and a holistic vision," she stated.&nbsp;<h1>New Data on Measurement Challenges</h1>During the event, the study 'The Future of Measurement' was presented, gathering opinions from major advertisers active in multimedia. Some key conclusions:<ul><li>More than 70% consider cross-media measurement highly relevant.</li><li>82.5% believe measuring individuals, not just households, is essential.</li><li>14% admit to operating without real visibility on multimedia performance.</li></ul>Lola Chicón, CEO &amp; Founder of Smartme Analytics: "Advertisers need to measure real coverage, avoid overlaps, and calculate effectiveness throughout the funnel, with a unified and comparable view of what each medium contributes to their business objectives. And they also need this cross-media source to be reliable, independent, and objective."<figure class="image"><img src="https://s3.eu-west-1.amazonaws.com/static.smartmeanalytics.com/platform/private/reports/image_ck6821acd1b21661969en.png"></figure>&nbsp;<h1>The New Profile of the Marketing Professional</h1>One of the highlights of MeasureUP! 2025 was the exclusive presentation of the international study "The Marketer of the Future", by Ioana Dănilă, Senior Manager Global Insights at the World Federation of Advertisers (WFA). The report, based on the perspectives of 600 CMOs, analyzes the skills and mindsets that will define the new marketing professional in the coming years: a more analytical figure, business-oriented, and capable of integrating data, technology, and purpose in decision-making.<figure class="image"><img src="https://s3.eu-west-1.amazonaws.com/static.smartmeanalytics.com/platform/private/reports/image_ck6821abeb1254c8476en.png"></figure>&nbsp;<h1>CTV and Smart Planning</h1>Cristina Ávila, Marketing Lead at Smartme, presented CTV Landscape Spain, data to understand the real reach of connected television in Spain.Currently, more than 31.7 million people access OTT content through Smart TVs, and more than 1.5 million people do so exclusively. Among the platforms with the highest penetration are Netflix and Prime Video, while the ad-supported model is gaining ground.According to Cristina, "CTV Landscape is a data intelligence that allows making better decisions in advertising planning, thanks to reliable data that allows comparison with other channels and optimization to reach audiences that are difficult to reach."<figure class="image"><img src="https://s3.eu-west-1.amazonaws.com/static.smartmeanalytics.com/platform/private/reports/image_ck6821c78e1b2ce186en.png"></figure>&nbsp;<h1>Advertisers Take the Floor</h1>The round table "The Importance of Optimization in the Media Plan" brought together representatives from Banco Sabadell, Iberdrola, and Kia, who shared their vision on how to adapt their media strategies to the current reality.Tamara Jurado (Banco Sabadell) advocated for dynamic full-funnel measurement, adapted to near real-time decisions. Florian Fellner (Kia) highlighted the fragmentation of consumption and the need to personalize the media mix. Jorge Oliveros (Iberdrola) emphasized the complexity of the digital environment and the urgency of working with clear and actionable data.They agreed on the need for solutions that combine historical data with new sources, more transparency in measurement, and simpler, standardized attribution models.<figure class="image"><img src="https://s3.eu-west-1.amazonaws.com/static.smartmeanalytics.com/platform/private/reports/image_ck6821ac80d4a891131en.png"></figure>&nbsp;<h1>Success Cases with Smartme Crossmedia</h1>Keila Méndez, Adtech Specialist at Smartme, closed the day with a practical case on how brands are achieving up to 40% improvement in audiovisual efficiency with Smartme Crossmedia. This audiovisual planning tool, based on artificial intelligence and deduplicated audience and cross-media advertising data, allows redistributing investment among channels, finding efficiencies in the combination of channels and media with the aim of maximizing the best results for the target.Méndez's presentation highlighted how the combination of observed data and advanced technology optimizes advertising campaigns in an increasingly fragmented environment. By integrating information from learning hundreds of campaigns across multiple channels and devices, brands can adjust overlaps between media and exposure frequency to maximize the impact of their advertising messages.The solution that applies AI to exploit data sources allows advertisers, from a very simple interface, to make more informed and strategic decisions, improving campaign profitability and offering a more relevant experience to the consumer.<a href="https://smartmecrossmedia.com/">Smartme Crossmedia</a> &nbsp;allows calculating the results of a cross-media campaign before investing the advertising budget and selecting the optimal media mix.The event concluded with a networking session among industry professionals, consolidating MeasureUP! as a reference forum for moving toward more effective, relevant, and results-oriented advertising.<figure class="image"><img src="https://s3.eu-west-1.amazonaws.com/static.smartmeanalytics.com/platform/private/reports/image_ck6821ac9eb9e5e4241en.png"></figure>&nbsp;<h1>Event Summary</h1>In the following video, we leave you some moments from the event and the reflections of its participants:<figure class="media"><div data-oembed-url="https://www.youtube.com/watch?v=96wLSeQkEL8"><div style="position: relative; padding-bottom: 100%; height: 0; padding-bottom: 56.2493%;"><iframe src="https://www.youtube.com/embed/96wLSeQkEL8" style="position: absolute; width: 100%; height: 100%; top: 0; left: 0;" frameborder="0" allow="autoplay; encrypted-media" allowfullscreen=""></iframe></div></div></figure>&nbsp;<h1>Event Photos</h1>In the <a href="https://photos.google.com/share/AF1QipMgGfQREc9wC4SbTGZTyQTK7Pm6VQkY0M6tDnxqhDMpZ5x6d3BN2XB95V6VvMYhdg?key=TVExN29iYWcwdkVTeVIzY0YyVnU4OVRrSnU4eGVB">link</a> you can see the photos of the event.

More than 100 professionals gather at MeasureUP! 2025, the event that redefines the future of marketing, measurement, and advertising optimization.

A key event to boost advertising effectiveness through real data, independent technology, and an integrated consumer vision.

The event that defines the future of marketing, measurement, and advertising optimization.

MeasureUP! has arrived, the essential event for those leading change in marketing, media, and advertising. Organized by Smartme Analytics, it will gather next Wednesday, May 7th at Loom Azca (Madrid) the main advertising investment leaders in the country. An event where trends are not just discussed: they are set.&nbsp;<figure class="image"><img src="https://s3.eu-west-1.amazonaws.com/static.smartmeanalytics.com/platform/private/reports/image_ck68186677978203815.png"></figure>&nbsp;The Marketer of the Future, exclusively with the WFA The event will begin with the anticipated exclusive presentation for Spain of the study 'The Marketer of the Future' by Ioana Dănilă, Senior Manager Global Insights at WFA. A deep analysis of the profiles, capabilities, and mindsets that will shape the marketing of tomorrow.&nbsp;Real data. Better decisions. Measurable results.&nbsp;During the event, Smartme Analytics will unveil their latest crossmedia advertising planning and optimization solutions, based on unified, real, and independent data. Because in an ecosystem saturated with noise, the advantage lies in precision. With special attention to the present and future of connected television, 'CTV Landscape Spain' will be presented. A strategic radiography on the rise of Connected Television in Spain: how the environment is evolving, where the opportunities are, and why reliable data is no longer an option, but an urgency.&nbsp;Round table with major advertisers&nbsp;Under the title "The importance of optimization in the media plan," industry leaders will share how they are transforming their strategies to generate more impact with less waste:&nbsp;- Tamara Jurado Urdiales, Director of Media and Full Funnel Acquisition, Banco Sabadell.&nbsp;- Jorge Oliveros López, Head of Digital Media, Iberdrola.&nbsp;- Florian Feller, Senior Communication Manager, Kia.&nbsp;And more industry leaders who manage millions of euros in advertising investment and share the same goal: efficiency with intelligence.&nbsp;Real case: how to improve an audiovisual plan by 40%&nbsp;It will be shown how leading brands are achieving up to 40% improvement in efficiency thanks to the combination of artificial intelligence, deduplicated data, and unified crossmedia vision thanks to Smartme Crossmedia®, the new optimized audiovisual planning solution.&nbsp;Closing with cocktail and networking&nbsp;The event will end at 12:45 with a networking space where media professionals, advertisers, and platforms can connect and exchange ideas to continue leading the transformation of the sector.&nbsp;📍 Free entry | Limited capacity&nbsp;👉 Complete registration and agenda at: <a href="https://contenidos.smartmeanalytics.com/evento-smartme-measure-up">https://contenidos.smartmeanalytics.com/evento-smartme-measure-up</a>

Smartme presents MeasureUP!

Crossmedia Optimizer and CTV Landscape: Two key solutions to maximize the impact of crossmedia campaigns and optimize advertising investments with real, unified and independent data.

In an increasingly fragmented advertising ecosystem, where advertisers seek to maximize the impact of their multimedia campaigns with precise and actionable data, Smartme presents two innovative solutions that will change the way media investment is planned and optimized: Crossmedia Optimizer and CTV Landscape.These tools have been designed to offer advertisers unprecedented control over their multimedia advertising strategies, allowing them to make decisions based on robust and independent data. Crossmedia Optimizer provides a comprehensive view of performance across multiple media (linear TV and Radio, CTV, VOL, AOL and Social Media), helping to distribute budgets more efficiently. Meanwhile, CTV Landscape sheds light on the connected television landscape, a constantly evolving space where there is an urgent need for data on the results this media offers.With these solutions, Smartme reaffirms its commitment to innovation and transparency in advertising measurement, providing advertisers with the knowledge necessary to successfully navigate the current audiovisual environment.&nbsp;<h3>Crossmedia Optimizer: The key to maximizing advertising performance</h3>&nbsp;The fragmentation of audiences and the lack of multimedia data integration have hindered advertisers' ability to efficiently distribute their budgets and accurately and objectively measure the impact of each media. Smartme's Crossmedia Optimizer emerges as the solution to this challenge, allowing:<ul><li>Optimization of advertising budget distribution with deterministic and single-source data on the real advertising reach capacity of all media in combination, ensuring more precise planning based on real evidence.</li><li>Reduction of overlap between media, minimizing consumer overexposure and improving the effective reach of each multimedia campaign.</li><li>Planning campaigns with different investment distribution scenarios providing real-time optimizations by adjusting the media mix.</li><li>Analyzing the real impact of each media based on advertising objectives, allowing evaluation of the individual and combined contribution of each channel to business metrics.</li></ul>The Crossmedia Optimizer offers an independent platform to simulate and compare different media plans to choose the most efficient combination based on target, campaign duration, and available investment. The tool combines robust data from all media, including linear TV and Radio, Connected TV, Online Video, Online Audio and Social Media, covering both their audience and advertising reach capacity, and predictive analysis to provide recommendations for optimizing the media mix.<figure class="image"><img src="https://s3.eu-west-1.amazonaws.com/static.smartmeanalytics.com/platform/private/reports/image_ck67e13e82b3a786368en.png"></figure>&nbsp;Thanks to its ability to measure the impact of each media on the same individuals, the platform allows brands and agencies to make more informed decisions, ensuring that every euro invested in advertising has the highest possible return. With the integration of hybrid measurement methodologies, Smartme Analytics positions itself as a benchmark in the optimization of crossmedia advertising investments.&nbsp;<h3>CTV Landscape: Data intelligence for connected television investment</h3>&nbsp;In a context where connected television (CTV) is experiencing exponential growth, advertisers need to better understand its reach and optimize their investments in this audiovisual environment. Smartme Analytics' CTV Landscape offers a clear and detailed vision of this ecosystem, allowing:<ul><li>Evaluation of the size and penetration of CTV audiences in Spain and their evolution compared to other audiovisual media.</li><li>Comparison of CTV effectiveness against linear TV, social media, and video platforms, providing key data for decision-making.</li><li>Optimization of audiovisual advertising investment through precise metrics on CTV reach and other platforms according to device and audience segmentation.</li><li>Guarantee of transparency and neutrality with independent data and robust methodologies, combining observational, declared, and census information.</li></ul>With more than 30 million people consuming OTT on Smart TV in Spain, the relevance of this data is undeniable for brands and advertisers seeking more effective and optimized planning to expand the reach of their advertising.&nbsp;A step forward in advertising measurement and optimization.<figure class="image"><img src="https://s3.eu-west-1.amazonaws.com/static.smartmeanalytics.com/platform/private/reports/image_ck67e13eba6c7513323en.png"></figure>The combination of Cross-media Optimizer and CTV Landscape consolidates Smartme's commitment to offering innovative solutions based on advanced technology and agnostic methodologies. These tools not only provide a comprehensive view of the advertising ecosystem, but also allow advertisers to make strategic decisions based on reliable unified data to feed back into all phases of their advertising process: planning, optimization, measurement of reach and effectiveness of their campaigns.&nbsp;"Our commitment is to help the advertising industry optimize its investment and performance through innovative solutions based on observed, unified and independent data. With Crossmedia Optimizer and CTV Landscape, we take another step in this direction, offering tools that allow for more precise and controllable planning and optimization in a complex current environment," states Lola Chicón, CEO and founder of Smartme Analytics.

NEW! Smartme Launches Two Solutions that Revolutionize Advertising Optimization

Crossmedia Optimizer and CTV Landscape

Discover how digitalization is transforming the financial sector with up-to-date data and key trend analysis. This report provides a detailed view of changes in consumer behavior and the technologies that are redefining the market. Perfect for professionals looking to stay ahead of new sector dynamics.

🚀 Digitalization is rewriting the rules of the financial sector, and this report is your compass to understand where the market is heading.In an environment where technology is advancing at a rapid pace, companies that fail to adapt risk being left behind. Did you know that certain sectors have experienced changes of up to 6.5% in just one year? Traditional tools are no longer enough; innovation and data analysis have become the new keys to success.This report, backed by data processed with Smartme Analytics technology, reveals: 🔹 Emerging trends that are making a difference in the sector. 🔹 Changes in consumer behavior and how they affect financial institutions. 🔹 Annual comparisons that show which technologies are leading and which are falling behind.💡 If you're looking to stay ahead of market dynamics and gain insights based on real data, this analysis is a must-read. Whether you are a sector professional or a digital finance enthusiast, you'll find valuable information to help you make more confident strategic decisions.🌐 Take the next step towards the future of the financial sector. Download the report now and get ready to transform your market perspective!👉 And remember, with our product 'Know Your Competition,' you can track this data and much more in real time to stay one step ahead.

Analysis of the Digitalization of the Financial Sector: Starting Point for 2025

Banking

The financial sector continues to be driven by the adoption of new technologies.

Smartme Analytics impulsa la iniciativa “The Future of Measurement” con el objetivo de comprender, identificar y priorizar las necesidades de los anunciantes en el ámbito de la medición de campañas publicitarias y de inversiones en medios, para llegar eficazmente a sus audiencias clave.

<figure class="image"><img src="https://s3.eu-west-1.amazonaws.com/static.smartmeanalytics.com/platform/private/reports/image_ck66fd570ff384f5989en.png"></figure>Smartme Analytics is driving ‘The Future of Measurement’ initiative with the aim of understanding, identifying and prioritising the needs of advertisers in the field of measurement of advertising campaigns and media investments, in order to effectively reach their key audiences.&nbsp;Inspired by similar movements in the US and UK, ‘The Future of Measurement’ is a local project that gives a voice to leading advertisers operating in Spain, promoting a transparent and objective approach to advertising measurement.&nbsp;Traditionally, movements to review measurement systems and methodologies have been led by the media. However, the purpose of ‘The Future of Measurement’ is to give a leading role to advertisers, allowing them to express their real information needs. This is why the initiative has been presented to the Spanish Association of Advertisers (AEA) prior to its launch.&nbsp;In today's media landscape, it is crucial to understand and evaluate the performance of different media, both individually and together, in order to effectively reach consumers. Measuring advertising effectiveness provides critical data to guide future investments and allows brands to identify the strengths and weaknesses of their campaigns. As advertising is an important and costly part of the marketing mix, it is vital to measure the impact of each campaign well in order to optimise advertising strategies and budgets.&nbsp;In a first stage, advertisers will be able to anonymously and voluntarily express their concerns, needs and priorities, selecting the most relevant issues and indicators for the future of advertising measurement appropriate to the current market context. The results obtained will be shared with key players in the advertising industry, so that the ‘North Star’ of measurement is guided by the real concerns expressed by advertisers.&nbsp;With this initiative, Smartme Analytics is committed to transparent measurement that serves the interests of brands. The ultimate goal of ‘The Future of Measurement’ is to maximise the value of advertising campaigns. Smartme Analytics continues its efforts to develop solutions that improve the integrated measurement of media and advertising campaigns.&nbsp;If you want to participate, please do not hesitate to contact us! contact@smartmeanalytics.com&nbsp;

Smartme Analytics promueve la iniciativa ‘The Future of Measurement’

Others

If you are looking to better evaluate the performance of your media campaigns and their contribution at each stage of the funnel, there is good news. While the advertising industry has used very basic probabilistic approaches such as the Sansbury's formula to deduplicate audiences, today's cross-media campaigns require more advanced and scientific approaches.

<h3>Do you monitor the performance of your crossmedia campaigns?</h3>&nbsp;If you are looking to better evaluate the performance of your media campaigns and their contribution at each stage of the funnel, there is good news. While the advertising industry has used very basic probabilistic approaches such as the Sansbury's formula to deduplicate audiences, today's cross-media campaigns require more advanced and scientific approaches. Thanks to cross-platform and single source measurement such as Smartme, we can now deduplicate audiences in a deterministic way, offering unified, comparable and objective metrics of Reach and Frequency. The best thing is that, on the same audience, we can measure the advertising effectiveness of your campaigns.<h3>Check if your advertising is working</h3>&nbsp;We help you quickly find out if your advertising campaigns are really working. In a competitive environment of media and platforms with increasingly fragmented audiences, it is very difficult to have clear, comparable and objective data on the effectiveness of campaigns. Don't settle for past formulas that confuse and give a biased view.Smartme has the most reliable, objective and rigorous methodology on the market so that you can clearly evaluate how your campaigns and media mix are working.<figure class="image"><img src="https://s3.eu-west-1.amazonaws.com/static.smartmeanalytics.com/platform/private/reports/image_ck66f132b2b28849856.png"></figure>A measurement solution based on technology and data collected continuously from a Single Source panel of more than 8,000 individuals, representative of society. This gives us detailed knowledge of media and advertising consumption, according to each individual's socio-demographic, attitudinal, interest and purchasing habits.<h3>Complete cross-platform measurement</h3>&nbsp;Smartme measures advertising impact across all media; Linear TV, Connected TV, OTT, VOD, OOH, DOOH, Radio, Online Audio, Display and Cinema for a holistic view of how we are reaching our target. Our data allows us to monitor campaign traceability at all stages of the funnel. &nbsp;<figure class="image"><img src="https://s3.eu-west-1.amazonaws.com/static.smartmeanalytics.com/platform/private/reports/image_ck66f132d3942259244.png"></figure>A unique product in the market:&nbsp;1.UPPER FUNNEL: Know the reach and frequency of your campaign. Global and exclusive coverage, by media and/or medium: What Incremental Reach have I had in one medium or medium over another, how do different media duplicate? Know the overlaps between them to optimise your planning.&nbsp;2.MIDDLE FUNNEL: Carry out Brand Lift studies to analyse the effectiveness of the campaign. Ensure notoriety and advertising recall by knowing which media exclusively or jointly improve your brand awareness. Analyse the creativity and understanding of the message, so relevant to the success of campaigns. Know the consideration and purchase intention of your product in the eyes of consumers.&nbsp;3. LOW FUNNEL: Examine the conversion, how is that digital activation, have I managed to move traffic to the web or to use the app more? Measure the traffic to the point of sale that is actually driving the campaign and analyse the contribution by medium.&nbsp;Our methodology is always carried out with real, observed (not declared) exposure data of the campaign. This way you can compare results between Exposed vs Unexposed to better control the effectiveness of advertising in each medium.Dig deeper into the impact on the different Targets, generic or core: have I really impacted the Low TV Viewers, how many new users do I reach with Connected TV in women 18-34, what is my coverage and frequency in Heavy Users of beer, etc.Ensure quick control of your campaign performance and optimise your media budget with technology and data on your cross media impacts.Single Source Methodology to Plan, Measure and Optimise your Crossmedia campaigns with objectivity and rigour.&nbsp;

How to monitor whether your campaigns are working

In today's market, there are numerous options for placing your ads, from more traditional media to fully digital platforms. This variety offers great opportunities, but also poses a huge challenge in terms of optimising Coverage and Frequency.

In today's market, there are numerous options for placing your ads, from more traditional media to fully digital platforms. This variety offers great opportunities, but also poses a huge challenge in terms of optimising Coverage and Frequency.&nbsp;First, we must understand the holistic media consumption of our targets, and this must be done through up-to-date and comparable data that gives us reliability on the Net Coverage we are going to obtain. The absence of reliable information will lead to inefficient budget management. On the other hand, if we have a tool that provides us with data on key media indicators such as Affinity, Total Coverage of each media, and Incremental Coverage between media, we will be able to determine the optimal mix for our multimedia advertising plan.&nbsp;When deciding to combine several platforms, the difficulty will increase, as an incorrect selection will result in the same target being impacted too many times, while a part of our target audience will never be reached.&nbsp;Using Smartme's cross-media data platform, you will be able to discover the incremental coverage that each medium gives you, for each target, based on a basic planning that provides most of the coverage. Linear TV or platforms such as YouTube are usually the ones that provide most of that reach. Other video platforms, CTV, and social platforms themselves are good alternatives to increase target coverage and reinforce the message thanks to the capacity for segmentation and frequency control. In terms of net reach, Incremental Coverage (IC) data is essential to manage your advertising budget efficiently, as it allows you to maximise the reach and effectiveness of your campaign without saturating your audience with repetitive messaging.&nbsp;To show the value of this tool we have created a report that reveals key data on the potential coverage of platforms such as YouTube, Facebook, Instagram, X or TikTok. Through this data we will discover which combination is the most efficient for different types of targets, achieving more incremental coverage. In addition, we will reveal the affinity of each platform for the different target audiences selected. Affinity, combined with Net Coverage, also helps us to objectively assess the ability of our media mix to achieve effectiveness in terms of reach, but also relevance and engagement by reaching the audience through the media that the target audience consumes the most.&nbsp;<h3>Want to know our latest analysis on the Global and Incremental Coverage of the main Social Platforms?&nbsp;</h3><figure class="image"><img src="https://s3.eu-west-1.amazonaws.com/static.smartmeanalytics.com/platform/private/reports/image_ck669f8e37178051011.png"></figure>

How much reach do we really get if we combine YouTube with   Facebook, Instagram, X or TikTok?

Social media

Users are changing their entertainment habits, and social platforms, taking advantage of the value of their data, are adapting to capture the attention and satisfy the needs of their viewers. These innovative platforms are trying to adjust their marketing strategies to current trends by adapting their algorithms and functionalities to increase their engagement, and thus their effectiveness. 

Users are changing their entertainment habits, and social platforms, taking advantage of the value of their data, are adapting to capture the attention and satisfy the needs of their viewers. These innovative platforms are trying to adjust their marketing strategies to current trends by adapting their algorithms and functionalities to increase their engagement, and thus their effectiveness.&nbsp;&nbsp;How do we determine whether these platforms, independently or in combination, are useful to reach the targets we want to impact?&nbsp;To begin with, we must analyse the Affinity of each platform with respect to the target we want to impact, comparing that same Affinity with that of the rest of the population in order to identify the differences and obtain whether that Affinity is positive or negative and in what proportion. Affinity tells us where we are making the most of the target's consumption. It tells us how "fit" a medium is to reach a certain target audience compared to the rest of the population. If the (Affinity) index exceeds 100, the medium or platform is more affine to our target. The higher the index, the more affinity it indicates.&nbsp;&nbsp;In this case, we are going to choose a specific target to simulate a case in which we will analyse affinity. Our selected target on this occasion will be men under 35 years of age, whether they are low, medium or high TV viewers. Knowing the Affinity of the different platforms in this segment of the population will allow us to personalise the marketing strategy to maximise the impact and effectiveness of our message. By controlling the Affinity we will ensure the relevance of the campaign in this population group, thus increasing the probability of success and connection with our audience.&nbsp;&nbsp;Another indicator to consider is the Coverage provided by each platform. In other words, the reach capacity of each platform to reach my target in a given period. The incremental coverage provided by the different platforms that we are going to consider in the media mix will also be important. For example, what affinity does Twitch vs YouTube give me, and what coverage capacity do they give me combined? And even what is the capacity of Twitch to reach new users (incrementality) compared to other media I am considering (a social network, television, etc).&nbsp;&nbsp;All these data -Accuracy, Total Coverage, Incremental Coverage- are key to make more precise decisions about the most effective media to reach my target. That is why it is essential to have these metrics for all the media and supports we want to consider: Linear TV, CTV, Social, etc. Cross-media and single source measurement data help us to have unified and comparable metrics to make decisions more quickly and accurately.&nbsp; &nbsp;&nbsp;We now return to our case study, the target of men under 35 (regardless of their TV viewing intensity, including Low, Medium, and High TV Viewers). After analysing the collected media consumption data from June 2024 (using crossmedia observational technology and on a single source panel), we can identify that Twitch is a platform with a very high Affinity for men under 35 in all these targets.&nbsp;&nbsp;Twitch is a video streaming platform that was originally designed to broadcast video game games. Over time, it has evolved towards a variety of different content, and nowadays you can find everything from entertainment programmes to the broadcasting of events such as La Velada de Ibai, which has a large number of viewers. It is interesting to see how affinity varies according to the intensity of linear television consumption. You can consult the data here. And, if you want to consult Incremental Coverage data, and data from other media, you can access the <a href="https://platform.smartmeanalytics.com/login">MEDIA PLANNER</a> on our platform.<figure class="image"><img src="https://s3.eu-west-1.amazonaws.com/static.smartmeanalytics.com/platform/private/reports/image_ck6683ef23826d83457.png"></figure><a href="https://www.smartmeanalytics.com/en/contacto">&nbsp; Contact us for more holistic consumption data on your target!&nbsp;</a>

Still not familiar with the performance of new platforms in terms of affinity? 

As advertising and marketing professionals, we know that each segment is unique. Their behaviour evolves. So is their media consumption. And yet, traditional sources of information are increasingly ineffective because they focus on a siloed view of each medium in isolation.

As advertising and marketing professionals, we know that each segment is unique. Their behaviour evolves. So is their media consumption. And yet, traditional sources of information are increasingly ineffective because they focus on a siloed view of each medium in isolation. Even when it comes to television consumption, the data is limited to providing information only on consumption in the home.&nbsp;Today's hyper-connected consumer enjoys content holistically and transversally, according to taste and convenience. In different environments and platforms. If we want to connect with relevance, methodologies that give us partial data on media consumption are useless. Our aim is to offer as complete a view as possible that reflects the current reality of crossmedia consumption. Analysing individually, but also in aggregate, the reality of each target through a more effective methodology that meets the current challenges of planning and optimising advertising campaigns.&nbsp;We are constantly asking questions. We also listen to the doubts that arise in the market. And this was one of the most repeated in the last few weeks: Where to find women under 35 who are high TV viewers, how to reach this target with media that gets reach and attention?&nbsp;This target represents a crucial demographic for advertisers and brands alike. This audience not only consumes a significant amount of TV content, so they can be easily impacted, but they also play an important role in purchasing decisions within their households regarding different sectors such as insurance, finance, telecommunications, fashion, energy, automotive... which makes them an attractive target for well-designed marketing strategies. It is essential to know through which media we can effectively connect with this influential target.&nbsp;In this case, we provide you with a winning mix, which is positioned as a leader in both Coverage and Affinity. With data derived from the traceability of the consumption of any media, continuously and always updated, we can identify winning combinations. Here we present a "safe bet" for the target we want to reach: Telecinco, and the on-demand digital TV platform Mi Tele, both from Mediaset España, are the leaders in Coverage and Reach in this target of young female buyers.&nbsp;<figure class="image"><img src="https://s3.eu-west-1.amazonaws.com/static.smartmeanalytics.com/platform/private/reports/image_ck666c2946a64b61029.png"></figure>&nbsp;Face the new reality of multi-platform consumption, from data collected with people based observational technology through audiomatching, navigation tracking, geolocation and tagging, without relying on third party cookies.&nbsp;If you want to find out more, you can access the <a href="https://platform.smartmeanalytics.com/media/audience-locator">MEDIA PLANNER </a>on our platform: it analyses different targets and identifies the best combinations to reach your target audience. <a href="https://www.smartmeanalytics.com/contacto">You can also consult us!</a>&nbsp;Don't settle for outdated, declared or isolated data for each medium!&nbsp;&nbsp;&nbsp;

Which two media gain in coverage and affinity to connect with young women responsible for household purchases?

Tv series & films

In recent weeks there has been a lot of talk about the phenomenon of Operación Triunfo 23 and the audience success it has generated. Different sources have tried to measure the number of people who have followed the galas. At Smartme, we are not far behind: we reveal the Audience Data of Operación Triunfo 23 on Amazon Prime Video. 

In the last few weeks, the Operación Triunfo 23 phenomenon has been on everyone's lips, and no wonder. This new edition has marked a milestone by changing the way viewers enjoy the live shows: for the first time in the programme's history, the galas are broadcast exclusively on Amazon Prime Video! This strategy, orchestrated by the American streaming giant, has generated unprecedented expectation in terms of audiences.&nbsp;Operación Triunfo 23 has been the hot topic of the last few weeks, and rightly so! Understanding the phenomenon is of interest to the whole industry: advertisers, agencies, publishers and platforms. Different sources have tried to measure the volume of people who have followed the galas.&nbsp;At Smartme, we are not far behind:Out of curiosity and with the aim of providing unique, transparent and independent viewing figures, we have carried out an exhaustive analysis of the results of the entire season.&nbsp;Exciting ResultsWe are excited to share the results of our comprehensive analysis. We have revealed the total number of unique viewers, as well as the distribution by age group. In addition, we have examined the impact on OT app usage and on Amazon Prime, showing audience interest beyond the live shows.&nbsp;A New Era in EntertainmentOperación Triunfo 23 has marked a before and after in the way television content is consumed. The move to a streaming platform such as Amazon Prime Video has not only been a change of channel, but a revolution in the way we interact with the programmes we love.&nbsp;The Power of DataOur analysis reveals not only numbers, but also audience trends and behaviours. This data is valuable to better understand audience preferences and adapt content strategies accordingly.&nbsp;ConclusionsIn short, Operación Triunfo 23 has conquered not only the hearts of its fans, but also the world of entertainment with its innovative broadcasting strategy. &nbsp;&nbsp;Register for free on our measurement platform and download the full report 👇👇👇

Audiences Operación Triunfo 2023

We reveal the Audience figures for Operación Triunfo 23 on Amazon Prime Video

Smartme Analytics presented an innovative advertising simulator at AEDEMO TV, using an ingenious comparison with the famous Schrödinger's Cat experiment. A revolutionary solution that harnesses the potential of cross-media measurement to better understand the incremental reach of media in a real advertising campaign without requiring upfront investment.

It is no secret that advertisers and agencies continue to demand better measurement of their media advertising efforts. As time goes by and more and more advertising possibilities emerge, both in terms of technology and the emergence of new media, this reality becomes more and more complex for everyone and it becomes more and more difficult to make the right decisions.&nbsp;In this situation, cross-media measurement presents an opportunity for everyone to better understand the combined impact of advertising campaigns. By measuring different media on the same individuals, cross-media measurement provides accurate information on the reach, frequency or effectiveness of all media. And although it is already widely used in the field of advertising measurement, its application to planning still has some reservations that Smartme Analytics wants to combat with its new measurement solution.&nbsp;<figure class="image"><img src="https://s3.eu-west-1.amazonaws.com/static.smartmeanalytics.com/platform/private/reports/image_ck65ead81fb1e53837en.png"></figure>Taking advantage of this seminar, Smartme Analytics presented an innovative solution that harnesses the potential of this cross-media measurement to better understand the incremental reach of media in a real advertising campaign. It does this through an advertising simulator in which they use the actual media consumption data of their panellists to accurately recreate the potential impact of an advertising campaign in those media.<h3>&nbsp;</h3><h3>The Schrödinger's cat experiment</h3>&nbsp;In this new solution, the company specialised in advertising measurement proposes an exercise in which it is able to measure an advertising campaign and, by using statistical models based on the media consumption of those same people, it can recreate changes in that campaign to anticipate the results that they would bring to it in terms of incremental coverage, without the need for the advertiser to actually carry them out.&nbsp;To do this, they run thousands of realistic simulations of these potential changes and analyse the effect on the actual campaign measured, simulations that can be done with great accuracy thanks to the detailed information they have from their panellists, on whom they measure both advertising impact and media consumption.&nbsp;After a clever comparison with the famous Schrödinger's Cat experiment, Smartme Analytics showed an example of how an advertiser could simulate the impact of 2 million additional impressions in different media on a real campaign of 100 GRP's on TV.&nbsp;

Smartme Analytics presents on AEDEMO TV an advertising simulator to better understand incremental media coverage.

What would happen if...?

Smartme Analytics launches its new Digital Customer Acquisition Index, designed to provide financial institutions with a detailed view of who is leading the way in digital customer acquisition and retention. 

At Smartme Analytics, we have developed an innovative Digital Capture Index that gives you a unique insight into the financial institutions that excel at capturing and retaining customers in the digital environment.&nbsp;Thanks to our observational methodology, we can know, in an agile and automated way, the number of users who start using a banking application "from 0", as well as those digital users who stop using any of them. In addition, it is also able to identify if there has been any transfer of users between different apps.&nbsp;As Isabel Garcia Benayas, Data Analyst at Smartme Analytics explains "it is a quarterly index that monitors in real time the interaction of thousands of users with banking apps to identify new digital users in this market, which is immersed in a commitment to purely online accounts and an increase in their recruitment and retention strategies".&nbsp;<h3>New users and 'abandoners', identified in detail</h3>&nbsp;The collection of data on the daily use of financial applications by real customers, obtained with their consent in an observational and passive manner, allows the identification of the institutions with the best mobile banking user acquisition rate.&nbsp;Although in absolute terms, large financial institutions such as Banco Santander and BBVA lead in the acquisition of digital users, the differential value of the index lies in revealing which institution manages to capture a higher percentage of customers compared to its market share.&nbsp;To ensure the robustness and veracity of the data, the composition of the index is rigorous, requiring six-monthly monitoring periods for the sample analysed.&nbsp;<h3>EVO Banco stands out as Leader in Digital User Acquisition</h3>&nbsp;According to the most recent data for 2023, EVO Banco stands out as the leader in the rate of digital user acquisition in relative terms. This is further supported when looking at the churn rate, where the youngest users (18-24 years old) show outstanding loyalty, with only 2% churn rate. In contrast, the 45-54 age group has the highest percentage, reaching 28%.&nbsp;<h3>Do you want to access the results of the 14 financial institutions analysed?</h3><a href="https://www.smartmeanalytics.com/contacto">Contact with us</a>

Digital Capture Index: which institutions are leading in customer acquisition and retention?

Access the Results of 14 Financial Institutions.

Haz frente a la nueva realidad de consumo multiplataforma, identificando de forma fácil y rápida la combinación de soportes crossmedia que aporta mayores coberturas incrementales al plan de medios teniendo también en cuenta la Afinidad del target con cada soporte.

Haz frente a la nueva realidad de consumo multiplataforma&nbsp;con datos determinísticos y actualizados,&nbsp;identificando de forma fácil y rápida la combinación de soportes crossmedia que aporta mayores coberturas incrementales al plan de medios teniendo también en cuenta la afinidad del target con cada soporte.&nbsp;<ul><li>¿Qué soportes aportan mayores&nbsp;Coberturas Incrementales&nbsp;al plan de medios?,&nbsp;</li><li>¿Cuáles tienen más&nbsp;Afinidad&nbsp;con el target al que me dirijo?</li><li>¿En qué medios debo invertir para impactar a mi audiencia?</li></ul>&nbsp;Responde a todas estas preguntas con la solución de planificación crossmedia basada en datos rigurosos y objetivos del consumo holístico de medios.&nbsp;<a href="https://platform.smartmeanalytics.com/register?url=media/audience-locator?plan=localizador_de_audiencias">SOLICITA ACCESO AL PLANIFICADOR DE MEDIOS</a><figure class="image"><img src="https://s3.eu-west-1.amazonaws.com/static.smartmeanalytics.com/platform/private/reports/image_ck65ae907f6700a5947.png"></figure>Una solución sencilla e intuitiva que permite a agencias, anunciantes y soportes:&nbsp;<ul><li>Conocer los medios con los que son más afines las audiencias:&nbsp;</li></ul>Los intereses de las audiencias evolucionan, la aparición de nuevas plataformas cambia sus preferencias y los agentes del mercado deben seguir estos cambios en tiempo real para garantizar que sus campañas publicitarias tengan el impacto deseado en el público objetivo al que desean llegar.&nbsp;<ul><li>Conseguir mayores coberturas incrementales con el mismo presupuesto:</li></ul>El consumo de medios ha cambiado. Lo que no ha cambiado, ha sido el presupuesto publicitario. Las agencias y anunciantes necesitan saber con precisión dónde deben invertir su presupuesto para alcanzar las mayores coberturas netas y, en consecuencia, disparar el retorno de su inversión publicitaria.&nbsp;<ul><li>Evitar solapamientos entre medios:</li></ul>En este entorno multiplataforma cobra especial importancia detectar el solapamiento entre medios para evitar gastar gran parte del presupuesto re-impactando a la misma audiencia en diferentes canales.&nbsp;<ul><li>Detectar cambios en el consumo crossmedia de las audiencias:</li></ul>Resulta crucial contar con una visión omnicanal del consumo completo de medios que realizan las audiencias, ya sea TV Lineal, CTV, Digital, Radio o Exterior, para poder tomar decisiones ágiles que aseguren el éxito de la campaña.&nbsp;&nbsp;<h3>¿Cómo lo hace?&nbsp;¡Muy sencillo!</h3>¡En tan sólo 3 pasos tendrás tu plan óptimo de medios! Te lo mostramos:&nbsp;<h3>&nbsp; &nbsp; &nbsp; &nbsp; 1. Selecciona el target que quieres impactar.</h3>Tendrás la posibilidad de escoger entre diferentes opciones en base a las características del público objetivo al que deseas dirigirte. Podrás elegir el perfil sociodemográfico como la edad, el sexo, o escoger entre diferentes targets comportamentales: compradores online, clientes de seguros, clientes de préstamos al consumo, clientes de un retailer específico, etc. Además, puedes cualificar a los targets según su intensidad de consumo de medios: high TV viewer, low TV viewer, etc. Estas decisiones te permitirán adaptar tu estrategia al conocer de manera más profunda cada segmento de tu audiencia.&nbsp;<figure class="image"><img src="https://s3.eu-west-1.amazonaws.com/static.smartmeanalytics.com/platform/private/reports/image_ck65af8dbccc2f22999.png"></figure><h3>&nbsp;</h3><h3>&nbsp; &nbsp; &nbsp; &nbsp; 2. Selecciona los medios que quieres considerar.</h3>Es una realidad que existe una coexistencia de medios. Cada vez el mix de medios es más sofisticada, por ello se debe elegir cuidadosamente los medios que se van a utilizar para cada público objetivo. Este enfoque te permitirá conocer profundamente la cobertura y la afinidad de cada medio según el target seleccionado.&nbsp;<figure class="image"><img src="https://s3.eu-west-1.amazonaws.com/static.smartmeanalytics.com/platform/private/reports/image_ck65af8d616203799.png"></figure>&nbsp;<h3>&nbsp; &nbsp; &nbsp; &nbsp; 3. Identifica los soportes más afines a tu target.</h3>Descubre en tan sólo un clic los medios que aportan mayor cobertura incremental al plan. Compara las afinidades y coberturas de cada soporte para optimizar tu plan de medios y así conseguir la mejor combinación posible.&nbsp;<figure class="image"><img src="https://s3.eu-west-1.amazonaws.com/static.smartmeanalytics.com/platform/private/reports/image_ck65af8d689c47e1351.png"></figure>&nbsp;No te conformes con datos desfasados, declarados o aislados de cada medio.&nbsp;Accede a datos actualizados de consumo crossmedia y obtén las métricas clave para cualificar cada soporte según la cobertura total, la cobertura incremental y la afinidad.&nbsp;<a href="https://platform.smartmeanalytics.com/register?url=media/audience-locator?plan=localizador_de_audiencias">SOLICITA ACCESO AL PLANIFICADOR DE MEDIOS</a>

Encuentra a tus audiencias en cualquier medio.

La solución de planificación que conecta con tus Audiencias en cualquier Soporte de TV, RRSS, OTT, Retail Media y Digital.

Las audiencias correspondientes a la cuarta gala de Operación Triunfo, transmitida a través de Prime Video, ya se encuentran disponibles en nuestra plataforma. Un análisis pionero  que demuestra nuestro constante compromiso con la industria publicitaria al proporcionar una medición crossmedia basada en personas y no en dispositivos.

El pasado lunes 18 de diciembre, Operación Triunfo celebró la cuarta gala de su nueva edición, superando las cifras de audiencia que ha conseguido en Prime Video hasta ahora. &nbsp;<a href="https://www.smartmeanalytics.com/insight/audiencias-estreno-operacion-triunfo-2023">Aquí </a>puedes consultar las audiencias del día del estreno.&nbsp;&nbsp;Esta nueva edición cuenta con la novedad de que, por primera vez en su historia, la retransmisión de sus directos no sería en una cadena de televisión, sino a través de Amazon Prime Vídeo. Una decisión estratégica de la compañía americana para anunciar alto y claro sus directos en la plataforma y que generó mucha expectación a nivel de audiencias.&nbsp;&nbsp;Dado el previsible interés que esta novedad suponía para la industria televisiva y publicitaria, estamos monitorizando los directos de las galas de OT para conseguir cifras reales de su audiencia.&nbsp;¿Cómo lo hacemos?Para monitorizar el consumo del evento de Prime Video, utilizamos nuestra tecnología observacional crossmedia sobre una muestra representativa de la población española. De este modo, podemos detectar en tiempo real a través de tecnología audio matching con los usuarios de nuestra app si éstos estaban viendo Operación Triunfo en cualquier dispositivo, para después combinarlo con los datos de consumo de televisión de otras cadenas recabados del mismo modo.&nbsp;&nbsp;El resultado es un análisis single source, pionero en la industria de medición de audiencias, que ofrece cifras unificadas y comparables de personas reales en lugar de dispositivos.&nbsp;Para calcular las cuotas se analizó el consumo de televisión y de la gala de Operación Triunfo por parte de los usuarios monitorizados entre las 22:00 y las 24:30 de la noche del pasado lunes. La monitorización de televisión no incluye el consumo de cadenas autonómicas, cadenas de pago o privadas, así como alguna de las cadenas públicas con menor audiencia, pudiendo así las cuotas ser algo diferentes a la medición oficial del mercado.&nbsp;&nbsp;Regístrate gratis en nuestra plataforma y accede a las audiencias de la cuarta gala:&nbsp;

Audiencias 4º Gala Operación Triunfo 2023

Crece la Audiencia de Operación Triunfo en Prime Video 

Discover which brands have led the digital landscape in 2023 and dive deeper into your market performance with direct data from all your competitors with our BRAND RECAP 2023.

The end of the year is the perfect time to reflect on the performance of your application and compare it with the rest of the competitors in your industry.&nbsp;Competition in the world of applications is fierce and the search for the loyalty of the digital and connected customer is becoming increasingly important in order to find the differential gap that will provide added value to end users.&nbsp;Measuring the impact of apps is not only a smart strategy, it's essential! It allows companies to identify consumption patterns, improve the digital experience and create more efficient and personalized tools.&nbsp;Thus, in order to help companies analyze the digital performance of their brand, we launched a special edition of our Digital Benchmarking product: <a href="https://platform.smartmeanalytics.com/login?url=premium-experience?plan=conoce_a_la_competencia">BRANDS RECAP 2023&nbsp;</a>&nbsp;A unique opportunity to access the digital performance of all key players in the Telecommunications, Insurance, Banking, Catering &amp; Delivery, Urban Mobility, Retail, Fashion, Media &amp; Entertainment, Travel and Social Media sectors.&nbsp;A perfect tool to obtain a complete view of the landscape in which each company moves and the performance in its market:&nbsp;<ul><li>Its growth and evolution.</li><li>The penetration of the different players.</li><li>Profiling of each competitor's customers.</li><li>Level of engagement achieved by each app.</li></ul>&nbsp;Don't miss this unique opportunity to boost your digital strategy and access crucial data on your competitors' digital performance.&nbsp;And that's not all! We share with you for free the TOP 20 brands that have led the digital environment. This is just a foretaste of the information you can extract with <a href="https://platform.smartmeanalytics.com/login?url=premium-experience?plan=conoce_a_la_competencia">BRANDS RECAP.&nbsp;</a>&nbsp;Boost your digital strategy and start the new year one step ahead.

The 20 most used apps by Spaniards in 2023.

Gambling

Automoción

Browser

Cinema & shows

Communication

Coupons & offers

Sports & fitness

Utilities

Fast moving consumer goods

Education

Investment

Games

Fashion

Urban mobility

Press

Proptech

Radio & music

Restaurant & delivery

Retail

Health

Insurance

Telco

Travel

We reveal the 20 applications that have led the competitive landscape. 

Operación Triunfo launches its latest edition on Prime Video and the audience ranking extracted from our crossmedia observational technology reveals the impact of this historic transition.

Last Monday, November 20, Operación Triunfo launched the new edition of its talent show with an important novelty. For the first time in its history, the retransmission of its live broadcasts would not be on a television channel, but through Prime Video. A strategic decision by the American company to announce loud and clear its live broadcasts on the platform, which generated a lot of expectation in terms of audiences.&nbsp;The retransmission began at 22h live on Prime Video with the opening gala of the edition and, after overcoming some small connection problems with some of the users at the beginning, it picked up pace until it ended after 00:45 the next day. On this occasion, there was no postgala, the program immediately after where they review and react to what has just happened, as it was usual in the last editions of Operación Triunfo.&nbsp;Given the foreseeable interest that this novelty meant for the television and advertising industry, we decided to monitor the first live broadcast of OT to try to get audience figures.&nbsp;To monitor the consumption of the Prime Video event, we used our cross-media observational technology on a representative sample of the Spanish population. In this way, we were able to detect in real time through audio matching technology with the users of our app if they were watching Operación Triunfo on any device, and then combine it with TV consumption data from other channels collected in the same way.&nbsp;The result is a single source analysis, a pioneer in the audience measurement industry, which offers unified and comparable figures from real people rather than devices.&nbsp;To calculate the shares, we analyzed the consumption of television and the Operación Triunfo show by the users monitored between 22:00 and 24:59 on the night of Monday, November 20. The television monitoring, second by second, does not include the consumption of regional channels, pay channels or private channels, as well as some of the public channels with lower audience, which may cause differences in the quotas to the official market measurement.&nbsp;Register on our platform and access the complete audience ranking

Audiences Premiere of Operación Triunfo 2023

The premiere of OT positions Prime Vídeo as the fourth most watched "channel" among those under 35 years of age.

In the digital era, mobile banking has become an essential component of people's financial lives. In the last year, the overall penetration of financial apps in Spain has grown by 4%. Access the report we have extracted from our MPIx® index and find out which entities are leading this growth. 

In the digital era, mobile banking has become an essential component of people's financial lives. In the last year, the overall penetration of financial apps in Spain has maintained an upward trend with an accumulated growth of 4%. This trend has continued in the consumer categories: traditional banking, neobanking, consumer loans and payment methods.&nbsp;At Smartme, we have been closely following the evolution of the sector and of the more than 90 financial institutions that comprise it for years with the aim of providing all agents with a transversal vision of the competitive market and unprecedented knowledge of their audiences.&nbsp;With this objective in mind, we have once again extracted the results for the last quarter of our MPIx® index, the official digital performance meter. An index that scores from 0 to 100 the services with the best digital performance taking into account market share, customer engagement with the digital services they use and time of use or time per session.&nbsp;WHAT DOES THE REPORT INCLUDE?<ul><li>General evolution of the penetration of the financial sector and according to consumer categories: Traditional Banking, Neobanca, Fintech, Payment Methods and Consumer Lending.</li><li>The 5 entities that have led their category in the last quarter.</li><li>The financial institution that triumphs in each generation.</li></ul><figure class="table"><table><tbody><tr><td>Don't just take this static snapshot of the sector and follow the monthly digital evolution of more than 90 financial institutions on our platform: &nbsp;<a href="https://www.smartmeanalytics.com/ranking/mpix">ACCESS THE RANKING</a>&nbsp;&nbsp;</td><td><figure class="image"><img src="https://s3.eu-west-1.amazonaws.com/static.smartmeanalytics.com/platform/private/reports/image_ck6537a79ab7f094928.png"></figure></td></tr></tbody></table></figure>&nbsp;

The Success of Digital Banking in Spain

Analysis of the Best Financial Institutions in the Mobile Channel.

In view of the enormous interest in knowing more real data on the complete media consumption of users, we have measured for the first time the consumption of FIFA in Spain in an observational way in order to deepen our understanding of the user's profile and their affinity with other brands and media. 

Since September 29th, the "new FIFA" is already among us. The launch of the new FIFA, renamed EA FC 24 due to the loss of the FIFA license, includes several new features such as improved graphics or the possibility of creating mixed teams with players of both sexes, among others. But it still has the initial essence that conquers soccer fans.&nbsp;Given the enormous interest in knowing more real data on users' full media consumption, we have decided to measure the consumption of one of the most popular video games.&nbsp;Thanks to our observational measurement technology, which features audiomatching, we were able to monitor the actual consumption of the video game in a representative sample of the Spanish population, using exclusive audio fragments of the video game in order to know precisely which users played EA FC 24 during its first week of release.&nbsp;The analysis yields surprising insights about the user profile and their affinity with other brands and media.&nbsp;&nbsp;Register for FREE in our platform and access all the insights extracted.

More than 300,000 people have already played the "new FIFA" in its first weekend.

We measure for the first time video game consumption in Spain 

The results of the report reflect a market in constant evolution, with consolidated brands maintaining their leadership and new proposals emerging to cater to a diverse public. Access the report extracted from our Mobility Observatory and learn about the consumer habits of Spaniards in terms of mobility.

The figures and trends reflect a market in constant evolution, with consolidated brands maintaining their leadership and new proposals emerging to cater to a diverse public.In view of this reality, it is essential to closely follow consumer habits in terms of mobility in order to obtain a transversal knowledge of the market that allows us to anticipate trends and develop strategies that meet customer needs and increase their engagement.With the aim of providing administrations, associations and mobility companies with actionable intelligence, we transform millions of digital footprints into comparable and unified metrics with which to obtain, in real time, relevant information about:&nbsp;<ul><li>Market share of the main Apps in the sector.</li><li>Comparative sector growth.</li><li>User profile.</li><li>Shared audiences.</li><li>Recurrence and Engagement.</li></ul>&nbsp;Based on all this information that we extract for more than 20 industries, we have analyzed the use of more than 30 mobility services in Spain and these are the insights that you can find in the report:&nbsp;<ul><li>The 5 mobility services that have led the VTC/Taxi, Public Transport, Parking and Refueling subsectors in the last semester.</li><li>The sociodemographic profile of the customers of each application.</li><li>The level of engagement of the customers of each service according to their market share.</li></ul>&nbsp;It's time to boost your digital growth!&nbsp;More than 268 professionals from large banks, neobanks, insurance companies, telcos, delivery and catering companies, transport, retail, etc. are already using our benchmarking product. The most reliable source of information on the use of apps in Spain: <a href="https://platform.smartmeanalytics.com/competitor/industry-view">access the product.</a>

Mobility Apps most used by Spanish people.

Analysis of the consumption of VTC and cab apps, transportation, parking and refueling in 2023.

We analyze the social media consumption of Generation Z, Young Millennials, Old Millennials and Generation X. Forget about the isolated metrics offered by each platform and boost the return of your Social Media strategy from a global vision of the consumption of each social network by your audiences.

Discover the keys to boost your Social Media strategy and maximize the return on your campaigns. Our report reveals fascinating insights into social media consumption across every generation during the first half of the year.&nbsp;From the growing influence of TikTok across all generations to the adoption of digital behaviors by Generation X, we have analyzed in detail how each generation uses the main social networks: Instagram, Youtube, Tiktok, Facebook, Twitter and Twitch.&nbsp;Don't settle for isolated metrics and guesswork, get a global view of your audience's true platform usage.&nbsp;What will you find in the report?&nbsp;<ul><li>Social Media Ranking: Discover the most popular platforms in each generation and direct your efforts accordingly.</li><li>Shared Audiences: Learn the volume of users sharing each generation's signature social network with other platforms to optimize your reach.</li><li>Incremental Audiences: Identify the combinations of social networks that generate the most incremental coverage for TikTok's audience in each generation.</li><li>Moments of Consumption: Take advantage of the days of the month and optimal time slots to impact each generation and improve the conversion of your campaigns.</li></ul>&nbsp;Our platform gives you all the insight you need in a single data source thanks to real-time monitoring of each Generation's consumption of more than 30 social networks. Plus, with our Incremental Audience Locator, you can build an optimal media plan that reduces cross-platform overlap and extends the reach of your campaigns.&nbsp;Download the report now and give your social media presence a strategic boost.

Social Media Consumption by Generation

We analyze the social media consumption of Generation Z, Young Millennials, Old Millennials and Generation X.

The third edition of the Evening of the Year was once again a success with an audience of more than 2.5 million viewers. A figure considerably higher than that obtained at the same Ibai event last year, according to data extracted through our innovative measurement solution.

Last Saturday, July 1, Ibai Llanos organized the third edition of La Velada del Año, its flagship event in which boxing matches between content creators are combined with musical performances by world-class artists. An important event for the entire community that follows these professionals, which was once again a resounding success with the audience.&nbsp;Given the foreseeable repercussion that the event would have, we could not fail to analyze this audience phenomenon starring Ibai Llanos to make a comparison of its audience compared to other television channels.&nbsp;What answers will you get from the analysis?&nbsp;<ul><li>The audience share of La Velada compared to other alternatives on the main TV channels.</li><li>The audience profile of La Velada compared to that of the TV channels analyzed.</li><li>Screen share evolution during the broadcasting of the event.</li></ul>&nbsp;What are you waiting for? Sign up for FREE on our platform and access the most derruptive audience analysis👇

La Velada de Ibai, audience leader for yet another year.

The third edition of the Evening of the Year outperformed the major TV networks.

The new results of our MPIx®, the official measure of digital performance, reveal important changes in the financial sector, especially in two consumer categories: Consumer Finance and Payment Methods.

Banking continues to bet on the digital environment and more and more functionalities in the financial sector are being developed 100% online, both for traditional banking and for the new players in online finance.&nbsp;This powerful digitalization process has been well received by users, who show a high level of acceptance and adaptation to these changes as revealed by the latest data for the first quarter of 2023 from our official digital performance meter (MPIx®).&nbsp;&nbsp;EVOLUTION OF DIGITAL PENETRATION IN THE FINANCIAL SECTOR&nbsp;During the first quarter of 2023, 84.9% of the Spanish digital population has used Banking &amp; Finance sector apps, which represents a growth of 0.5% compared to the same period last year, when 84.5% had made use of this category.&nbsp;But how has penetration evolved if we analyze by consumer category? &nbsp;<a href="https://platform.smartmeanalytics.com/login?url=insight/resumen-ejecutivo-banca-digital-q1-2023">Download the full report </a>and discover penetration by consumer category: Traditional Banking, Neobanca, Fintech, Payment Methods and Consumer Finance.&nbsp;&nbsp;BBVA, CAIXABANK AND IMAGIN, AT THE FOREFRONT OF DIGITAL GROWTH.&nbsp;These companies maintain the leadership both in the sector and in each of its subsectors, BBVA (94.94 points) and Caixabank (90.88) top the traditional banking ranking and Imagin (79.10) the neobanca ranking.&nbsp;<a href="https://platform.smartmeanalytics.com/login?url=insight/resumen-ejecutivo-banca-digital-q1-2023">Download the report</a> and complete the picture of the sector knowing which players follow them in the respective rankings.&nbsp;&nbsp;ABOUT THE INDEX&nbsp;The MPIx (Mobile Performance Index) scores applications by sector from 0 to 100 based on an algorithm that uses millions of real-time data from a representative sample of 12,600 users monitored monthly through technology that passively observes the digital footprints of financial services customers under consent.&nbsp;The main variables that the Index evaluates are market share, customer engagement with the digital services they use and time of use or time per session, in order to make a fair comparison of the different mobile applications, knowing not only the exclusive digital users of an entity but their digital relationship with other companies in the sector and their digital habits in more than 20 categories of consumption.

The financial institutions that are currently leading digital banking.

The use of consumer loan applications grows 6%, while payment methods fall 9%

We profile the sustainability-conscious consumer to analyze the impact of growing environmental awareness on digital consumption habits.


Users are increasingly aware of sustainability and the environment, a situation that has led to the emergence in the digital environment of various applications designed to facilitate the task of being a more conscious consumer. According to the study, 35% of the population says that they feel very concerned about the environment and for 56%, taking care of it is something present and a priority in their daily lives. &nbsp;However, it has been observed that among this segment highly concerned about the environment, apps related to sustainability are not among the most used, only 6% use sustainability apps.&nbsp;Do you want to get to know this target in depth? Download the full report and access the most complete profile of the market:&nbsp;<figure class="table"><table><tbody><tr><td><ul><li>Behavioral profiling: level of environmental concern according to gender and age, changes in consumption habits and degree of environmental commitment.</li></ul>&nbsp;<ul><li>Digital profiling: smartphone use, interests and brands most present in their daily lives.</li></ul></td><td><figure class="image"><img src="https://s3.eu-west-1.amazonaws.com/static.smartmeanalytics.com/platform/private/reports/image_ck64410e539ef7e4958.png"></figure></td></tr></tbody></table></figure>&nbsp;&nbsp;Understanding audiences has never been easier!The continuous and real-time monitoring of thousands of journeys of identified people offers us, on a single platform, the most complete behavioral and contextual profiling on the market based on real data.&nbsp;<ol><li>Identify which interests you have to activate to make your message more effective.</li><li>Get to know their concerns and needs to develop personalized products and services that improve their experience and engagement.</li><li>Monitor which brands are most present in their daily lives.</li><li>Detect the best media combinations to reach them.</li></ol>&nbsp;Go beyond sociodemographic segmentations and build your data-driven buyer persona from always up-to-date behaviors.&nbsp;👉 <a href="https://smartmeanalytics.com/producto/consumidor-digital">Learn more</a>

The Sustainable Consumer.

The highly environmentally conscious profile shows a high level of sync with health (47%) and sports (12%) apps.

We have produced a white paper on CTV to offer our vision and to explain how a comprehensive, omnichannel measurement solution is a fundamental lever, to help marketing professionals understand and correctly estimate the size of this channel's ROI.

Consumer adoption is increasing exponentially. From series to interactive games, television viewing has gone from passive to active, even becoming interactive.&nbsp;Advertising investment in CTV is expected to increase significantly in 2023 as advertisers understand the benefits of this medium and take advantage of this growing channel. That is why Smartme Analytics has prepared this white paper to offer our vision and explain how a comprehensive omnichannel measurement solution is a fundamental lever to help marketing professionals to understand and correctly estimate the size of this channel's ROI.&nbsp;<h3>“What is not measured is not controlled. Where measurement is inaccurate, optimisation is not possible”</h3>&nbsp;&nbsp;<figure class="table"><table><tbody><tr><td>What does the white paper include?&nbsp;<ol><li>Key definitions.</li><li>Context:&nbsp;Evolution of connected television in Spain and forecast for 2023.</li><li>Benefits for advertisers.</li><li>Challenges faced by publishers.</li><li>Our measurement solution.</li></ol></td><td><figure class="image"><img src="https://s3.eu-west-1.amazonaws.com/static.smartmeanalytics.com/platform/private/reports/image_ck63401b75a1cbe5660.png"></figure></td></tr></tbody></table></figure>&nbsp;Don't miss out!&nbsp;Access our platform for free and get the white paper, where we explain how you can turn CTV into a performance channel.&nbsp;&nbsp;&nbsp;

Connected TV Measurement.

CTV measurement is becoming increasingly necessary.

In the 38th edition of AEDEMO TV, we have shared the media consumption of different targets, always from a crossmedia point of view, measuring the same person, to locate the spaces that have greater affinity with each target, also detecting the combinations that offer greater incremental audiences.


&nbsp;Smartme's Audience Locator allows making better decisions to find the optimal media plan.&nbsp;According to recent data collected by this complete media measurement technology, Twitch is presented as one of the media with the highest affinity to the target of those under 35, with 1.54 affinity, while for adults, over 35, it would be RTVE Play with 1.35 affinity. &nbsp;Once the media with the highest affinity has been detected, the locator searches for the media that best complement it, locating exclusively those that provide the highest incremental coverage, i.e., the highest proportion of new users. The crossmedia incremental audience locator takes into account both the affinity of the target with each medium and the volume of people that this combined grouping of media covers most efficiently. In this way, it reduces media overlap and provides incremental coverage, with cross-media consumption data from the same individuals.&nbsp;The Incremental Audience Locator is based on uninterrupted (24/7) cross-media consumption data on: TV channels, digital media, social platforms, OTTs, and radio stations consumed by the Spanish population based on a representative sample. &nbsp;The selected targets can be based on socio-demographic criteria such as age, gender, socioeconomic index or type of household.&nbsp;Audiences can also be selected based on brand-specific criteria, choosing for example as target buyers of Amazon, Mercadona, Carrefour and Dia, or specific behavioral or interest-based criteria (fashion lovers, foodies or athletes, among others). For example, according to the Crossmedia Incremental Audience Locator, women interested in fashion have a greater affinity with Snapchat and the media with which advertisers should combine their campaigns to achieve greater incremental coverage are Upday, HBO Max and RTVE Play.&nbsp;An increasingly complex media consumption landscape to measure.&nbsp;Advertising investment in Spain grew by 4.7% during 2022 according to Infoadex and specifically, digital advertising increased by 10%, according to IAB Spain compared to the previous year. This growth in digital investment is mainly attributed to the rise of new formats, with Connected TV accounting for the largest increase, up 318% to €39.8 million (according to data provided by IAB and PWC).&nbsp;The advertising ecosystem demands a realistic view of how people consume media and new formats. The challenge is no longer in measuring this holistic media consumption, which is already possible, but in taking advantage of the knowledge that this measurement provides. From Smartme we make it possible to move from measuring media to measuring how people consume media by obtaining complete data on the consumption of different media. In this way, we obtain comparable measurements between the different audiovisual consumption alternatives. This methodology has allowed us to have complete media consumption data among the different consumption targets. The challenge now is to take advantage of this data to reach the audience we want to reach.&nbsp;&nbsp;<figure class="table"><table><tbody><tr><td>Presentation Aedemo 2023"Measuring media as people really see them"&nbsp;In the 38th edition AEDEMO TV, we have shared the media consumption of different targets, always from a crossmedia point of view, measuring the same person, to locate the spaces that have greater affinity with each target, also detecting the combinations that offer greater incremental audiences.</td><td><figure class="image"><img src="https://s3.eu-west-1.amazonaws.com/static.smartmeanalytics.com/platform/private/reports/image_ck641d8c59c99b2621.png"></figure></td></tr></tbody></table></figure>&nbsp;Register for free in Smartme Platform and access the full report.

Incremental Audience Locator.

It moves from measuring media to measuring how people consume media.

We analyse the penetration of OTT applications in Spain over the total population and by generation: Generation Z, Young Millennials, Old Millennials, Generation X and Baby Boomers. 

We analyse the penetration of OTT applications in Spain based on Zero Party Data observational technology that records, at the same time and in real time, the use of OTT applications and other media on the same sample of users.&nbsp;For this study we took the observed data from March 2022 to March 2023 on a sample of 12,476 users representative of the Spanish population.&nbsp;What does the report include?&nbsp;<ul><li>TOP 10 OTT platforms: OTT penetration 2023 vs 2022.</li><li>TOP 5 leading platforms by Generation: Generation Z, Young Millennials, Old Millennials, Generation X and Baby Boomers.</li></ul>&nbsp;<figure class="image"><img src="https://s3.eu-west-1.amazonaws.com/static.smartmeanalytics.com/platform/private/reports/image_ck640f1c6e9317a3395.png"></figure>&nbsp;For the study, 12 OTT services were analysed: Netflix, Disney+, Prime Video, HBO Max, Movistar+, DAZN, Pluto Tv, Atresplayer, RTVE, MiTele, Orange Tv and Vodafone TV.&nbsp;Register on Smartme Platform and access all our reports for free.

Audiences OTT applications in Spain.

Evolution over the total population and according to target users.

We analyse the impact of the new mobility restrictions, aimed at reducing CO2 emissions, on consumers' urban mobility habits. Analysis by generation and consumption category: VTC/Taxi, micro-mobility, carsharing, motosharing, public transport and parking/tolls.

The introduction of the new Low Emission Zones (LEZ) in Spanish cities with more than 50,000 inhabitants or the new Sustainable Mobility Law are some examples of the changes that are being implemented in terms of mobility to reduce polluting emissions, forcing users to change the way they move around.&nbsp;Faced with this reality, urban mobility apps are positioned as a perfect solution for users to continue to take advantage of the potential of cities and reduce their emissions. The offer is very complete and has alternatives for all tastes, although it is true that the preference is towards comfort and economic savings, as reflected in the latest analysis extracted from our <a href="https://smartmeanalytics.com/en/observatorio/movilidad-urbana">"Urban Mobility Observatory"</a>.&nbsp;Based on observed and rigorous data from more than 36 urban mobility services, obtained directly from real-time monitoring of citizens using these services. It anticipates trends and provides key stakeholders with actionable intelligence and cross-cutting knowledge on the demand for both public and private services, and on the use of all types of vehicles to move around the city, be they cars, motorbikes, scooters, bicycles, buses, metro, etc.&nbsp;<figure class="table"><table><tbody><tr><td>What does the report include?&nbsp;<ul><li>Overview of the sector.</li><li>TOP 5 by consumer category: VTC/Taxi, micro-mobility, carsharing, motosharing, public transport and parking/tolls.</li><li>Leading services by generation: Generation Z, Young Millennials, Old Millennials, Generation X and Baby Boomers.</li></ul></td><td><figure class="image"><img src="https://s3.eu-west-1.amazonaws.com/static.smartmeanalytics.com/platform/private/reports/image_ck63fc96ea73b461531.png"></figure></td></tr></tbody></table></figure>&nbsp;Register for free on Smartme Platform and get access to new reports.

The urban mobility services most in demand by consumers.

TOP 5 VTC/Taxi, micro-mobility, carsharing, motosharing, public transport and parking/tolls.

Our SFIx® index has tracked for another year the digital services that have led in user acquisition during 2022 thanks to continuous monitoring of real customers of all types of mobile applications.

For some time now, apps and smartphones have become the fastest and easiest way to perform any type of function, from banking transactions, restaurant reservations, shopping or insurance policy management, all in the palm of our hand. Companies in all sectors have adapted to this new reality with the development of mobile platforms that facilitate and speed up the interaction between customers and companies.&nbsp;With the aim of analyzing the impact of the digitization process of companies, our SFIx® index has once again tracked the applications that have grown the most in 2022.&nbsp;&nbsp;What are you going to get?&nbsp;The main advantage of the Index is its objectivity in recognizing which mobile applications have grown and declined the most. This way you can identify the main trends in consumer habits and the companies that are leading in attracting users in each sector.&nbsp;In its calculation it takes into account the growth of the sector itself, as well as the penetration from which each app starts and reaches in that variation to be able to assess both those that already have a high market share and those that have less weight among the population. The result is a score that does not have a limiting scale, i.e. it does not have a ceiling. The higher the score, the more the app grows with respect to the sector.&nbsp;&nbsp;Conclusions drawn from the TOP 50 by our expert team of analysts:&nbsp;⛽️ In a year in which the rise in gasoline prices has been a major topic of conversation, the population has been on the lookout for the solution that would allow them to find the best price when buying fuel. This has meant the rise of apps offering special discounts for their customers and price comparators.🛒 This need for savings is also evident in the retail sector, especially with supermarket and second-hand buying and selling apps, thus positioning the sector as one of those that is best adapting to digitalization.🚇 Special season tickets for medium distance, long distance and AVE together with discounts on frequent commuter routes has meant the growth of public transport apps motivated by the need to use them to enjoy lower prices.👂Another notable trend this year is the preference for the audio format, with both audiobook and podcast apps sneaking into the top 50.&nbsp;&nbsp;Want to know which apps are behind these findings? Sign up for free on our data platform and download the full infographic.

The 50 brands that have grown the most in the digital environment. 

Sports

The general increase in prices has been a determining factor in the use of some applications. 

Get an overview of how Generation Z, Millennials and Generation X use different social media in a single report and ensure the success of your marketing campaigns. 

Social Media came into our lives to completely revolutionize the way we communicate and share our memories. From the birth of Facebook in 2004, to the creation of BeReal in 2020, through YouTube, Instagram, Twitter or TikTok, many apps have been developed, each with its own characteristics and peculiarities.&nbsp;With the aim of knowing how each generation consumes social media, our <a href="https://smartmeanalytics.com/observatorio/social-media">Social Media Observatory</a> offers a single point of access to a global view of the use made by each audience of the different social media thanks to real-time monitoring of the consumption made by more than 12,000 users representative of the Spanish digital population.&nbsp;From all this observed data, our experts have prepared the report <a href="https://smartmeanalytics.com/observatorio/social-media">"All about Social Media Consumption" </a>which reflects the consumption habits of Gen Z, Millennials and Gen X on Instagram, Facebook, Tiktok, Twitter, Youtube and Twitch between January and October 2022.&nbsp;What does the report include?&nbsp;<ul><li>The social media with more presence in each generation.</li><li>Main moments of consumption.</li><li>What combination of social media is most effective to reach them.</li><li>Shared audiences.</li><li>The 10 brands that most interest each generation according to the social media.</li></ul>&nbsp;Register on our platform and in just 2 minutes you will be able to access the report and the data in real time.

All about Social Media consumption.

Social Media more present in the digital consumption habits of Gen Z, Millennials and Gen X.

Given the rise of Retail Media in Spain, we have prepared this whitepaper where we show in a practical way 4 major keys in the development of Retail Media related to the measurement and enrichment of first party data.

One of the classic pillars of retailers has always been the knowledge of their audiences. In-depth knowledge of consumer preferences and habits ahead of even leading manufacturer brands.&nbsp;This knowledge is increasingly based on powerful data and digitalization structures throughout the purchase phase. The perfect scenario to reach audiences and measure the return on these actions. That is why Retail Media has become the third revolution in digital advertising.&nbsp;But what are the keys that we see as essential for the development of Retail Media?&nbsp;<ul><li>ADVERTISING MEASUREMENT</li></ul>On the one hand, to help retailers to value their inventory. Retailers need to know the differential characteristics of what their audience brings compared to other media that are in the spotlight of advertisers and agencies and, in turn, they need to know what a retail audience can bring compared to the combination of other media, retailers or even TV.&nbsp;On the other hand, to measure their advertising effectiveness, because any medium needs to be measured to gain the trust of the advertiser and the agency.&nbsp;<ul><li>FIRST PARTY DATA ENRICHMENT</li></ul>Enrich with deterministic data the digital behavior of a retail audience with other brands and consumer categories.&nbsp;<ul><li>AUDIENCE SIZING ACROSS INDUSTRIES</li></ul>24/7 monitoring of thousands of consumers from more than 30 industries allows us to understand how they relate to each retailer.&nbsp;<ul><li>BEHAVIORAL AND CONTEXTUAL AUDIENCE PROFILING</li></ul>Complement the observed data with declared data by launching questionnaires on the same monitored individuals to deepen the understanding of their needs and motivations.&nbsp;&nbsp;Below, you can download a free whitepaper where we compile the main questions we answer.

The 4 keys to Retail Media development.

Measurement and enrichment of retailers' 1st Party Data.

The report offers an overview of the Investment sector to measure and understand the market and its competitors, while delving into the profile of the consumer.

Just a few years ago, investing in stocks and financials was reserved for only a select few. However, times have changed and the Internet and mobile applications have caused a "boom" in the development of trading.&nbsp;&nbsp;This is demonstrated by the report extracted from our <a href="https://smartmeanalytics.com/sector/banca">Financial Services Observatory,</a> which monitors in real time the digital use made by Spaniards of long- and short-term investment digital services.&nbsp;The purpose of the analysis is to offer a general vision of the Investment sector in order to size and understand the market and its competitors, deepening, in turn, the profile of the consumer. Zero Party Data technology has been used for its preparation and the digital footprints of more than 3,900 users of applications in this sector have been analyzed during the first half of 2022.&nbsp;<figure class="table"><table><tbody><tr><td>What does the report include?&nbsp;<ul><li>The 10 investment apps with the highest penetration and their evolution.</li><li>Level of engagement of the clients of each investment service.</li><li>User profiling and interests.</li><li>Frequency and moments of use.</li><li>Shared audiences.</li></ul></td><td><figure class="image"><img src="https://s3.eu-west-1.amazonaws.com/static.smartmeanalytics.com/platform/private/reports/image_ck6358db4e4cd741025.png"></figure></td></tr></tbody></table></figure>&nbsp;Sign up for free on our private platform and get the full report.

The digital investment habits of the Spanish.

Digital investment applications grow more than 49% in 2022.

he only report on the market that offers you a complete vision of the digital use made by consumers of food delivery aggregators and their behavioral and contextual profile.

Thanks to the arrival of smartphones and apps, the process of requesting food delivery has been made easier, making more and more users demand this service from their favorite restaurants.&nbsp;With the arrival of delivery apps such as Glovo or Uber Eats, they have changed the way restaurants work at home, but also the consumption habits of the Spanish population, as reflected in the latest report from<a href="https://smartmeanalytics.com/observatorio/restaurantes-y-delivery"> our Restaurant &amp; Restaurant Observatory.</a><a href="https://smartmeanalytics.com/sector/restaurantes-y-delivery">&nbsp;</a>&nbsp;Delivery Food has been consolidated among Spaniards who already regularly order through this type of aggregation service. Currently they are concentrated in three big ones that each have their loyal audience. Consumers often use an exclusive one as a reference.&nbsp;This is why it is essential to understand how consumers of this type of service behave digitally and what their motivations and needs are in order to offer them personalized products and services that improve their experience and engagement. In the coming months we will continue to see how the delivery sector develops, in an increasingly frenetic society, consumers are looking for solutions that make their lives easier, although always with an important focus on price.&nbsp;What does the report include?&nbsp;<figure class="table"><table><tbody><tr><td><ul><li>The most demanded restoration brands in aggregators.</li><li>Digital performance and evolution of the main food delivery aggregators.</li><li>Consumption habits according to the user profile.</li><li>Factors that determine the choice of one or another aggregator.</li></ul></td><td><figure class="image"><img src="https://s3.eu-west-1.amazonaws.com/static.smartmeanalytics.com/platform/private/reports/image_ck63485e801c91b4725.png"></figure></td></tr></tbody></table></figure>&nbsp;Report methodology:The report is an analysis extracted from <a href="https://smartmeanalytics.com/observatorio/restaurantes-y-delivery">our observatory </a>to offer a complete vision of the digital use made by consumers of food delivery aggregators and their behavioral and contextual profile.&nbsp;To do this, through our data science methodology, we have transformed into insights the Observed data that we have recorded in real time from a total of 1,170 users, monitored with consent, who have used Restaurants &amp; Delivery aggregator apps in Q2 2022.&nbsp;The observed data has been complemented with declared data by launching a macro-survey on the same sample of users, obtaining responses from 950 representative users by gender and age at the national level. &nbsp;Register for free on our private platform and get the full report:

The secret of food delivery aggregators.

 Home delivery is consolidated among Spaniards with Glovo, Uber Eats and Just Eat as the undisputed leaders.

We analyse BeReal's digital performance. This is a new social network that is revolutionising the way people use social media. Discover what the user's profile is, how their penetration in the sector has evolved during 2022 and what percentage of users share with other competitors such as TikTok, YouTube, Facebook, Twitch, Twitter, Snapchat or LinkedIn.

BeReal is a French social network, created by developer Alexis Barreyat in 2020.&nbsp;Hardly anyone noticed the app during the first two years, but it very quickly started to gain popularity in 2022.&nbsp;This application invites users to upload real photos, without any editing or retouching. The dynamic is simple. At a set time of day, the app sends a notification to all users who have to upload two simultaneous photos within two minutes (using the external and internal camera). Until you upload your photos, you will not be able to see the ones that your friends have uploaded. BeReal breaks with the classic rules of social media: no posing and no gossiping. Since early 2022, when it was also introduced for Android operating systems, the app has captured the attention of younger generations, who are becoming tired with the fake nature of traditional platforms.&nbsp;Thanks to continuous monitoring of thousands of consumers' digital consumption habits, we can detect and analyse new digital unicorns, such as BeReal.&nbsp;Sign up for free on our platform and access the first results extracted by our experts:&nbsp;<ul><li>Discover the profile of users of this new social network.</li><li>Observe how its penetration in the sector has evolved&nbsp;during 2022</li><li>Find out what percentage of BeReal users share with TikTok, YouTube, Facebook, Twitch, Twitter, Snapchat or LinkedIn.</li></ul>&nbsp;BeReal has started this year very strongly and Smartme Analytics will closely follow its evolution over the coming months, hoping that its penetration will gradually extend to other age groups. However, younger users will most likely catapult it to success. This generation has a different way of understanding networks. They are less afraid of sharing photos that are not perfect, and for them, BeReal is fully compatible with Instagram. The former is natural and spontaneous, while the latter offers them a chance to show off their best side.

BeReal wins over Gen Z

The new social network that promotes authenticity.

New urban mobility options, from electric scooters to shared vehicles, are changing many citizens' consumption habits. This is reflected in the latest executive report extracted from our exclusive Urban Mobility Observatory.

The urban mobility pattern shift, the climate emergency and traffic saturation in large cities&nbsp;is encouraging many people to use new and alternative mobility options&nbsp;such as shared transport and digital services that go beyond conventional public transport and privately owned cars.&nbsp;Smartme Analytics closely monitors this constant evolution&nbsp;by monitoring thousands of consumers daily,&nbsp;who use digital services to travel across their cities. We&nbsp;aim to offer administrations, associations and companies activatable intelligence via transversal and user-centred knowledge.&nbsp;&nbsp;The executive summary extracted from our&nbsp;<a href="https://smartmeanalytics.com/observatorio/movilidad-urbana">Urban Mobility Observatory</a>&nbsp;reflects the following&nbsp;changes in consumption habits:&nbsp;<ul><li>Greater planning in the use of mobility services.&nbsp;The arrival of urban mobility services in Spain resulted in all kinds of apps being downloaded. These are predominantly used to request a chauffeur driven transport vehicle or taxi when they need to travel. However, as this type of service gains more popularity and competitors, and now travel has gone back to normal following the pandemic, consumers' habits are changing. Before, these applications were once used to order an immediate service, but now more and more users are opting to book a trip from home and then board the vehicle.</li><li>The use of micro mobility services&nbsp;as the&nbsp;main alternative to avoid inner-city traffic has taken off.</li><li>Users favour one platform over another depending on how user&nbsp;friendly each one is in terms of booking, consulting, planning or activating the service.</li></ul>&nbsp;Download the full executive summary for free and get:<ul><li>Performance and digital evolution of the TOP 5 of each type of service.</li><li>Use time and frequency.</li></ul>&nbsp;BUT THAT'S NOT ALL!Do you wish to identify the user profile of each type of service, multi-service users, the growth of each type of service, the recurrence and exclusive and shared use?Access our&nbsp;<a href="https://smartmeanalytics.com/observatorio/movilidad-urbana">Urban Mobility Observatory</a>, an advisory service that already monitors more than 100&nbsp;urban&nbsp;mobility brands thanks to the real-time monitoring of thousands of consumers in the sector, to learn about the evolution of the take-up for the different types of service and the performance of the main leading companies.&nbsp;<a href="https://smartmeanalytics.com/contacto">REQUEST PREMIUM ACCESS&nbsp;</a>&nbsp;&nbsp;

The leading urban mobility brands per type of service.

Chauffeur-driven vehicles, Taxis, Motorbike sharing, Car sharing, Micro mobility, Public Transport and Parking.

Investment apps, neobanks and the general development and increased popularity of mobile banking apps are some of the most significant changes reflected in the executive summary, extracted from our Financial Observatory.

In recent years, banking has faced significant challenges that have completely revolutionised the sector. The pandemic, alongside the arrival of new market players, forced more traditional entities to adapt to a new way of doing thing. Digitisation has therefore become banking's great ally.&nbsp;&nbsp;83.2% of the Spanish digital population currently uses financial apps&nbsp;according to the latest results of our&nbsp;MPIx&nbsp;® index&nbsp;for the second quarter of 2022. However, their use has fallen by 1.5% in the last three months compared to the previous quarter,&nbsp;probably due to a period of reduced spending as a result of inflation.&nbsp;&nbsp;&nbsp;Online investment and cryptocurrencies, a booming subsector.&nbsp;&nbsp;The&nbsp;<a href="https://smartmeanalytics.com/sector/banca">Observatory</a>&nbsp;points out that the investment sector is one of the fastest-growing subsectors in the financial world.&nbsp;By&nbsp;June 2022, 19% of the Spanish digital population had used an investment app, proving this theory. For this type of application, users are predominantly male (59.5%).&nbsp;This evolution is mainly driven by cryptocurrencies, which have made investment more popular for all users.&nbsp;&nbsp;Neobanks are now the financial sector's right-hand man.&nbsp;Neobanks represent a 39% share of the banking sector,&nbsp;and are therefore the second largest sub-sector, after traditional banking. According to the latest data extracted from the&nbsp;<a href="https://smartmeanalytics.com/sector/banca">Observatory</a>,&nbsp;this is followed by payment methods (35.6%), Fintech (12%) and consumer finance (10.9%).Since 2019, when we intensified the monitoring of digital financial service users, neobanks have undergone significant growth, although they particularly began to take off after the pandemic.&nbsp;&nbsp;The fact that digital banking is used by 83% of the population was foreseeable. The fact that neobanks hold a 39% market share is significant and the fact that cryptocurrency and investment apps already hold 19% only shows that&nbsp;the population is more prepared, sensitised and trained in personal finance management. Digitisation has contributed towards simplifying and boosting customers’ use experience.Investment service data is very representative, because services which were only available for large accounts are now easily and safely available for everyone, according to the data extracted from monitoring Spanish customers.&nbsp;Access the "Executive Summary of Digital Banking performance" free of charge.What's included?<ul><li>The evolution of the sector in the last year.</li><li>The 10 financial institutions digitally leading the sector.</li><li>Top 10 most in-demand investment services today.</li><li>The evolution of neobanks in the Spanish market.</li></ul>

We analyse the performance and evolution of digital banking in Spain.

19% of the Spanish digital population uses investment apps and cryptocurrencies.

The penetration level of the Restaurants & Delivery sector recovers after a bad start to the year, and these digital services have led the recovery.

The latest results of our MPIx®, Mobile Performance Index, confirm the recovery of the sector&nbsp;that returns to the figures seen at the end of 2021, with a 37.6% market share.&nbsp;<ol><li>Discover&nbsp;which digital services are leading this recovery.</li><li>How has the sector evolved&nbsp;during the last quarter?</li><li>Get a&nbsp;monthly analysis of the top 5 players' digital performance</li></ol>&nbsp;About the MPIx® Index&nbsp;The&nbsp;MPIx Index (Mobile Performance Index)&nbsp;awards a score from 0-100 to applications by sector, based on an algorithm that uses the&nbsp;millions of data recorded in real time, based on a representative sample of 12,600 users&nbsp;monitored monthly using technology that passively observes the fingerprints of catering and delivery service customers, with consent.&nbsp;The main variables it considers are:&nbsp;<ul><li>The&nbsp;global market share and share per category.</li><li>Linking&nbsp;customers with the digital services they use.</li><li>Restaurant and delivery service use and session time.</li></ul>&nbsp;&nbsp;&nbsp;&nbsp;

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