What is the incremental reach from social media?
In May 2024, Hearst reached 39.7% of the Spanish internet population, and after including social media audiences, they reached 54.4% of the population (nearly an additional 15% coverage).
Demographics of Desktop and Mobile (Digital) + Social:
It is evident that the platforms complement each other, In the digital realm, the predominant audience consists of individuals aged 55 and over, representing 38.9% of the visitors. On social media, however, the main segment comprises individuals aged 25 to 34, who make up 25% of the visitors. In the digital sphere for Hearst, people over 45 represent 60% of the audience, whereas on social media, roughly 60% of the audience falls between the ages of 15-44. Understanding audiences allows media owners to execute more effective marketing strategies.
