Appinio x Atresmedia Publicidad

Why NYE’s biggest TV moments are a goldmine for brands

How Appinio helped Atresmedia Publicidad reveal viewer habits and ad impact during Campanadas 2024-2025

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Spain’s advertising powerhouse: Adresmedia Publicidad

Atresmedia Publicidad is the advertising and commercial division of Atresmedia, one of Spain’s biggest media groups. As the country’s leading exclusive distributor by advertising investment, it connects brands with audiences across television, radio, and digital platforms. Atresmedia stands out as the only company in Spain with a presence across every key media sector, offering advertisers a unique opportunity to reach audiences wherever they are—on screen, on air, or online.

Brand Industry

Entertainment

Market

Spain

Scope

33 questions

Respondents

500 respondents

Challenge

With millions of viewers tuning in to Antena 3 and La Sexta for the Campanadas 2024-2025, New Year's Eve in Spain isn't just about the grapes – it's a key time for advertisers. Atresmedia Publicidad sought to analyze audience engagement, including channel preferences, the impact of celebrity presenters, and which ads resonated most, in order to equip advertisers with insights for maximum impact during this nationwide viewing event.

Appinio's Approach

 

Mission:

To understand how advertising during emotionally charged moments—such as the New Year's Eve countdown—resonates with Spanish viewers and benefits brands.

 

Key Objectives:

  1. Channel preferences (Antena 3 and La Sexta)- Limited to those who watched the countdown on these channels, ensuring insights reflect engaged audiences
  2. Presenter influence
  3. Ad recall and impact
  4. "Comeuvas" campaign performance
  5. Emotional reactions (e.g., Pedroche's dress)

 

Our Approach:

Rather than applying a rigid methodology, we analyzed how advertising performs during peak audience engagement. By assessing viewing habits, presenter impact, ad effectiveness, and emotional responses, we uncovered strategic insights for broadcasters and advertisers.

Impact

  • 80% of viewers return to their broadcaster year after year

  • New Year's Eve in Spain proves to be key moment for brand visibility

  • This key moment boosts recall & purchase intent for brands

  • Channel loyalty: A lasting tradition

    Audience loyalty stays strong, with 80% of viewers repeating with Antena 3 and laSexta for the New Year's Eve countdown. Viewers maintain a deep connection with their chosen broadcaster, returning year after year—a trend that continues to shape viewing habits during this key moment.

  • Memorable moments: Pedroche's dress and presenter power

    With Antena 3, Pedroche's dress was the talking point! It sparked strong reactions, with 50% loving it and 31% not so keen. Love it or hate it, it definitely got people talking. While with La Sexta, viewers loved the presenters' style and approach, highlighting the power of personality in broadcasting

  • Ad recall: Which brands stood out?

    The New Year's Eve broadcast proved to be a key moment for brand visibility. Estrella Galicia, Central Lechera Asturiana, Iberdrola, and Telefónica were among the most recalled brands of the night, with a non aided recall up to 50%. Their campaigns benefited from the heightened engagement of the event, demonstrating the impact of strategic brand presence during key televised moments.

  • Brand consideration: Impact beyond the countdown

    Brands that leveraged the New Year's Eve broadcast maintained strong recall and reinforced purchase intent among viewers. This highlights the lasting impact of advertising during peak emotional and audience engagement moments, demonstrating how strategic brand presence can drive future consumer consideration.

  • The "Comeuvas" effect

    The "Comeuvas" campaign hit the mark, one of two people connecting it to Central Lechera Asturiana, proving its effectiveness during the broadcast.

What Atresmedia Publicidad says about working with Appinio

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“We have tried Boards and found it great... We also really like the executive report, as it helps us in our day to day”

Elena Sánchez Martínez

Marketing Senior Account Executive

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Going from data to direction

This study highlights the strategic opportunity for brands to connect with audiences during one of the most engaging moments of the year. By leveraging key insights on viewer habits, emotional engagement, and advertising effectiveness, brands can maximize their impact during the New Year's Eve broadcast. Atresmedia continues to provide an unparalleled platform for advertisers to engage with a highly captivated audience, reinforcing brand presence in a moment of peak visibility.
A TV broadcoast of the News years eve countdown with the fireworks starting

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