For the first time, advertisers can target audiences consuming audiovisual content across multiple devices
Durante décadas, la industria publicitaria española ha operado con una paradoja: sabía cuánto contenido audiovisual se consumía en plataformas digitales, pero no quién lo consumía. GfK DAM, el estándar oficial de medición de audiencias digitales en España, ha cerrado esa brecha al incorporar por primera vez métricas de espectadores únicos para vídeo y audio en streaming, con perfiles demográficos detallados. Es un momento de madurez para un mercado que, al fin, puede tomar decisiones de inversión publicitaria con la misma precisión que lleva años aplicando a otros medios.
- El mercado publicitario español llevaba años invirtiendo en plataformas audiovisuales sin poder saber con certeza quién estaba al otro lado de la pantalla.
- La ausencia de datos de espectadores únicos en streaming creaba una fricción estructural: las marcas gastaban sin poder segmentar ni verificar el alcance real de sus campañas.
- GfK DAM ha construido la infraestructura técnica —con inteligencia artificial y ciencia de datos— para vincular el consumo de vídeo y audio a personas reales, con edad, género, ingresos y dispositivos identificados.
- Por primera vez, los anunciantes pueden diseñar estrategias dirigidas a audiencias multipantalla que consumen contenido exclusivamente en entornos digitales, televisión y servicios OTT.
- En las próximas semanas, estos datos estarán disponibles para la planificación de campañas, con el potencial de aumentar la inversión en plataformas audiovisuales y elevar la transparencia del sector.
Por primera vez, el estándar oficial de medición de audiencias digitales en España registra no solo cuánto contenido audiovisual se consume en plataformas de streaming, sino quién lo consume. GfK DAM, que hasta ahora medía el volumen de tráfico de vídeo y audio en servicios como YouTube y el ecosistema audiovisual en general, ha dado un paso decisivo: identificar espectadores únicos vinculados a contenidos concretos, con perfiles que incluyen edad, género, nivel de ingresos, hábitos de consumo y dispositivos utilizados.
Esta ampliación cambia las reglas del juego para los anunciantes españoles. David Sánchez, responsable de GfK Media, lo describió como un cambio fundamental: por primera vez es posible dirigir estrategias publicitarias a audiencias que consumen contenido audiovisual en múltiples dispositivos —móvil, tableta, televisor inteligente, ordenador— dentro de plataformas digitales, televisión en abierto y servicios de streaming. Las empresas colaboradoras han hecho públicos sus datos de consumo por primera vez, marcando un nuevo umbral de transparencia para el sector.
Detrás de esta expansión está el Media Hub de GfK, una división que reunió a científicos de datos, especialistas en inteligencia artificial e investigadores para construir la infraestructura capaz de capturar no solo el volumen, sino el detalle granular del consumo audiovisual en un ecosistema en constante transformación.
En las próximas semanas, estos datos estarán disponibles para la planificación publicitaria. Para los compradores de medios, supone la precisión necesaria para invertir con mayor confianza en plataformas de vídeo y audio. Para las propias plataformas, abre una relación más transparente y basada en datos con los anunciantes que las financian. Cerrar esta brecha de medición no solo hace las campañas más eficientes: es la señal de que la industria audiovisual española ha alcanzado la madurez que otros medios llevan tiempo disfrutando.
For the first time, Spain's official standard for measuring digital consumption now tracks what people actually watch and listen to on streaming platforms. GfK DAM, the company that has long counted video and audio traffic flowing through sites like YouTube and across the broader audiovisual ecosystem, has expanded its reach in a way that changes how the advertising industry understands its audience.
Until now, GfK DAM could tell you how much video and audio was being consumed—the raw volume of traffic moving through streaming services, broadcast networks, and digital platforms. What it couldn't do was connect those numbers to the specific people watching. That gap has closed. The company now measures unique viewers tied to particular pieces of audiovisual content, which means it can build a complete picture of who these audiences are: their age, gender, income, viewing habits, and which devices they used to watch.
This matters because it's the first time Spanish advertisers will be able to build campaigns around people who consume video and audio exclusively across multiple devices—whether that's a phone, a tablet, a smart TV, or a computer. David Sánchez, who runs GfK Media, told El Español that this represents a fundamental shift. "For the first time, advertisers in Spain can direct their strategies at audiences consuming audiovisual content across multiple devices on digital platforms, broadcast television, and streaming services," he said. The companies collaborating with GfK have made their consumption data public for the first time, marking what Sánchez called a new threshold of transparency for the industry.
The work behind this expansion came from GfK's Media Hub, a division that brings together data scientists, artificial intelligence specialists, and researchers. They built the infrastructure to handle not just the volume of consumption, but the granular detail of who is consuming what, when, and how. It's a technical achievement that required the company to adapt its measurement tools to an industry that keeps shifting—one that is increasingly oriented toward audiovisual content delivered across platforms that didn't exist a decade ago.
In the coming weeks, this data will become available for advertisers to use in planning their campaigns. That timing matters. The Spanish advertising market has been waiting for a tool that could connect spending to actual audiences in the streaming and audiovisual space. With these numbers in hand, media buyers will have the precision they need to invest more confidently in platforms built around video and audio. For the platforms themselves—streaming services, broadcasters, digital publishers—this opens a door to a more transparent, data-driven relationship with the advertisers who fund them. The measurement gap that existed until now has been a friction point in the market. Closing it doesn't just make campaigns more efficient. It signals that the audiovisual industry in Spain is maturing into a space where investment decisions can be made with the same rigor that has long governed other media.
Notable Quotes
For the first time, advertisers in Spain can direct their strategies at audiences consuming audiovisual content across multiple devices on digital platforms, broadcast television, and streaming services.— David Sánchez, director of GfK Media
Companies collaborating with GfK have made their consumption data public for the first time, marking a new threshold of transparency for the industry.— David Sánchez, director of GfK Media
The Hearth Conversation Another angle on the story
Why does it matter that GfK can now identify unique viewers instead of just counting traffic?
Because traffic is anonymous. You could see that a million people visited YouTube, but you didn't know if those million were the same person refreshing the page or a thousand different people. Now you know who actually watched, which means you can say: these are women aged 25 to 40 who watch cooking content on Sundays.
And that changes how advertisers spend money?
Completely. Right now, if you're selling luxury handbags, you're guessing where your audience is. With this data, you know exactly which shows, which platforms, which times of day reach the people most likely to buy. You can stop wasting money on the wrong audiences.
The article mentions this is a "new threshold of transparency." Transparent to whom?
To everyone. The platforms have to show their numbers. Advertisers can see what they're actually paying for. And the industry as a whole gets a shared language for what an audience is. Before, everyone was measuring differently. Now there's one standard.
Does this help the platforms themselves?
Yes, but in a different way. It proves their value. If a streaming service can show that it reaches a specific, desirable audience, it can charge more for advertising. It's validation through data.
What was the barrier before? Why couldn't they do this sooner?
The technology wasn't there, and the platforms weren't cooperating. Streaming is still relatively new in Spain. Everyone was still figuring out their own measurement systems. Getting them all to agree on a single standard, and to share their data, took years of negotiation and infrastructure building.