EL ESPAÑOL continues to break records. He has now accumulated ten consecutive months of leadership at Comscore after having revalidated first place in October. It is also the first time that a media outlet has conducted two audience counters at the same time for so long, given that this newspaper also occupies the podium of the GfK Dam, a counter recommended by the industry. All this in the middle of a controversy over the manipulation of institutional advertising by Moncloa.
According to Comscore data, In October, this newspaper reached 18.45 million unique visitors. A comfortable advantage over its most immediate competitors. Thus, the second position goes to ELMUNDO.ES, which has more than 808,000 subscribers, while the third place is occupied by ELPAÍS.COM, which is more than 2.5 million dollars behind the leader.
The Comscore Top 5 is completed by the newspaper 20MINUTOS.ES with 15.23 million and ELCONFIDENCIAL.COM with 14.91 million unique users.
This is a never before seen record for a quality European newspaper, which is also produced without the support of a print edition, as it traditionally happens and as it happens in other European countries.
Source: Comscore Total Audience data, October 2024, Spain.
EL ESPAÑOL reached this milestone when he had just turned nine years old, and with leadership also in the category of mobile by Comscore. A vitally important measure, since more than 80% of media traffic comes from smart phones and tablets.
This newspaper had 16.90 million unique visitors in October. It is ahead of ELMUNDO.ES by 1.40 million users and ELPAIS.COM by more than 5.34 million. The fourth position goes to 20MINUTOS.ES, which has 13.76 million followers, while it completes the Top5 LAVANGUARDIA.COM with 13.73 million.
Source: Comscore Total Audience data, October 2024, Spain.
Also This newspaper is at the top of the Comscore ranking in the Sites categorywhere it manages to gather 18.51 million unique visitors. They are followed by the Elmundo.es Sites with 17.6 million and the El País Sites with 15.95 million.
EL ESPAÑOL’s leadership is also reflected at the regional level, where this newspaper ranks first in several ComScore measurement areas.
In the South ZoneEL ESPAÑOL is the leader with 3.89 million readers, ahead of ELMUNDO.ES which occupies second position with 3.73 million. This is a region where EL ESPAÑOL has its own editorial team in Seville and a local news vertical, EL ESPAÑOL DE MÁLAGA. The Canary Islands audience is also calculated here, where Diario de Avisos is the brand of this newspaper.
In the East Zone (Valencian Community, Balearic Islands and Murcia), this newspaper managed to attract 3.08 million people in May. It is a region where it is present through its own delegation in Valencia and where it also offers local information through EL ESPAÑOL DE ALICANTE.
This newspaper is also the most read in the North zone, where it receives 3.57 million visitors, ahead of ELMUNDO.ES, which has 3.51 million followers. EL ESPAÑOL has two of the leading portals in their respective territories in this area: Quincemil, in La Coruña, and Treintayseis, in Vigo and its area of influence.
This area is made up of the extent of the autonomous communities of Galicia, Asturias, Cantabria, La Rioja, Aragon, Navarra and the Basque Country. Precisely, in the latter, EL ESPAÑOL is present through Crónica Vasca.
Catalonia
Catalonia This is an area in which this newspaper has put a good part of its efforts through Crónica Global and Metrópoli Abierta and the result is that it finds itself face to face with the competition. In October, there were 2.76 million unique visitors.
Good information also on the Downtown district, which includes Castilla-La Mancha and Castilla y León. In both regions, this newspaper is present through El Digital C-LM and Noticias CyL, which occupy dominant positions thanks to the 2.03 million followers who visited its pages in October.
EL ESPAÑOL reaches 3.10 million unique visitors in Madrid.
EL ESPAÑOL’s management in October in Comscore and GfK DAM comes amid a scandal initiated by advertising agencies. As this newspaper reported, they accuse Moncloa of manipulating institutional advertising, since it suppresses critical media and prioritize like-minded people.
A situation which has sounded the alarm among media agencies. According to Dirconfidencethe sector denounces the “tendency to prioritize certain media, which affects certain media“by generating an imbalance in the distribution of the countryside.
The role of Snowy
Some interference, as revealed Dirconfidencewhich are produced by the institutional advertising department, whose head is Jose Manuel Nevado. How? According to the aforementioned media complaint, “modify the investment quotas in certain tips and supports, or even eliminate their presence without any objective justification“.
To modify media plans and “prioritize the media orbit”, Moncloa uses “unusual measures» in advertising planning such as “bounce rate or organic traffic”. What is not provided for in the specifications of the framework agreement signed with a pool of agencies at the end of 2023 and whose duration is two years.
Another formula to benefit the media concerned and “cancel” the criticism is to “audience segmentation», according to the journal specializing in media and advertising. In other cases, he specifies: “Specific means and support are indicated to the agencies” which must appear in each campaign.
