EL ESPAÑOL continues from disc to disc. It has now been the press leader in Spain for 15 consecutive months. In October, it reached 19.22 million unique users, according to GfK DAM, which is its best figure since the new recommended counter went into operation.
Furthermore, this newspaper also beats its record in terms of Average Daily Audience with 3.06 million followers. The two brands are grappling with controversy over Moncloa’s manipulation of institutional advertising criteria, as denounced by the agencies.
According to GfK DAM in the last month This newspaper was the most read in Spain with 19.22 million followers.. Second position went to ABC which achieved 17.12 million followed by The world or more than 2.91 million EL ESPAÑOL.
This newspaper has been on the podium of the most read newspapers for fifteen months now. A situation that had never happened before, given that no digital native had managed to exceed the legacy media. In fact, this is the first time that a newspaper without the support of a print edition has managed to take the lead in the ranking.
EL ESPAÑOL also breaks its average daily audience record. A key measurement because it reflects users’ loyalty to the newspaper. Thus, according to GfK DAM, this newspaper gathered in October 3.06 million people.
The Huffington Post It is the newspaper that brings together the most people every day with 2.7 million unique users, followed by the newspaper ABC with 2.46 million daily visitors.
In addition, The newspaper of Pedro J. Ramírez also revalidates its position as leader of digital native ahead of El Confidencial which has 13.7 million followers.
The GfK DAM results show the success of this newspaper’s strategy. A commitment to quality content, new stories and new forms of visualization adapted to the mobile environment.
Record results which come in the context of the controversy triggered by advertising agencies. As this newspaper reported, they accuse Moncloa of manipulating institutional advertising since it suppresses critical media and favors similar ones.
A situation which has sounded the alarm among media agencies. According to Dircomfidencial, the sector denounces the “tendency to prioritize certain media, which affects certain media“by generating an imbalance in the distribution of the countryside.
Some interference, according to Dircomfidencial, occurs on the part of 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” criticism is to use the “audience segmentation”, according to the journal specializing in media and advertising. In other cases, he specifies: “Agencies are informed of specific means and support” which must appear in every campaign.
