Media Tracking – February 2021
Back to Mars in the middle of the third wave
The impact of the coronavirus continues to dominate the Spanish media in spite of the notable decrease in infections during the last two weeks of February and a better epidemiological situation compared to previous months. Spanish society, especially businesses continue to feel the negative effects of the pandemic.
How to measure digital media’s audience and reach been the subject of debate in the media , after El País (Grupo Prisa) and ABC (Grupo Vocento) decided to stop using Comscore due to discrepancies in the analysis and measurement of digital audiences. As a result, the Digital Measurement Monitoring Commission (CS) has presented a tender to measure digital audiences in Spain. The companies vying for the tender include Comscore, Kantar, Telefónica, GfK, Ipsos and Nielsen and the aim of the tender is to establish a commonly agreed measurement of digital audiences and advertising impact within the industry. The results of the tender will be published at the end of the first quarter this year.
Here are some of the takeaways from our media analysis during February: Download it here!
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