Outdoor does not just resist. Outdoor surpasses.

Outdoor advertising is once again demonstrating its strength within Spain’s media ecosystem. According to data from the First Wave of the 2026 General Media Study, Outdoor remains the second medium with the highest audience reach, ahead of television. Internet continues to lead the ranking with 91% penetration, followed by Outdoor at 80.1% and Television at 79.6%.

This figure confirms an increasingly evident reality: the street continues to be one of the great spaces where brands and audiences connect.

Outdoor consolidates its position as a high-reach medium

In a context dominated by digital, where audiences are increasingly fragmented and users receive thousands of impressions every day across multiple screens, outdoor advertising maintains a privileged position.

Its ability to become part of the urban environment, accompany daily journeys and be present in real moments of mobility makes Outdoor a medium that is difficult to ignore. It does not depend on a click, an algorithm or the user deciding to pay attention to a specific screen. It is there: visible, present and forming part of the everyday landscape. That is why the fact that Outdoor is once again positioned ahead of television is no minor detail. It reflects a shift in the way brands build coverage, awareness and recall in an increasingly competitive market.

The street continues to generate impact and brand recall

Outdoor advertising has a clear advantage: it creates impact in the physical world. A campaign placed on a main avenue, a strategic access point, a commercial area, a tourist hotspot or a premium location can strengthen brand perception in a very direct way.

It is not just about being seen. It is about being present in the right place, at the right time and in front of the right audience.

A brand that appears on carefully selected outdoor media conveys presence, solidity and trust. In sectors such as real estate, hospitality, retail, events, education or premium brands, this perception can be especially relevant, as location and context directly influence how the message is interpreted.

Outdoor and Internet: an increasingly strategic combination

Internet’s leadership, with 91% penetration, confirms the undeniable weight of the digital environment in media planning. However, the Outdoor figure shows that the most effective strategies are not about choosing between online and offline, but about combining both channels intelligently.

While digital campaigns allow brands to segment, measure, generate traffic and capture leads, outdoor advertising provides coverage, visibility, awareness and physical presence. When both media work together, the message gains consistency.

A person may see a brand in a strategic location and later find it on Google, social media or through a remarketing campaign. This repetition between the physical and digital environment helps build familiarity, increase recall and strengthen trust.

In this sense, Outdoor does not compete with Internet. It complements it.

The importance of choosing the right location

The value of outdoor advertising does not lie only in the media format itself, but in the strategy behind each location.

Not all locations serve the same purpose. A campaign near a shopping centre may aim to drive traffic and consideration. A presence in a premium area may reinforce positioning. A format on a high-traffic road may maximise coverage. A location close to the point of sale may activate the purchase decision.

That is why outdoor media planning must take into account factors such as the audience, frequency of exposure, context, visibility, the competitive environment and consistency with the brand image.

A good location does not only multiply visibility. It also improves the quality of the impact.

Outdoor does not just resist: Outdoor surpasses

The EGM 2026 data once again places outdoor advertising in a key position within the media mix. With 80.1% penetration, Outdoor proves that it remains a mass, relevant and effective channel for connecting with broad audiences.

In an increasingly digital market, presence on the street becomes even more valuable. Because brands need to be seen, remembered and recognised not only on screens, but also in the spaces where life happens.

Outdoor advertising provides scale, context and real presence. And when integrated into a 360º strategy, it can become a powerful accelerator of awareness and trust.

Do you want your brand to be where it truly gets seen?

At OOHAdvisor, we help brands, agencies and companies find the most suitable outdoor advertising media for their objectives: from premium locations and urban circuits to digital formats, monopoles, mupis, buses and other strategic formats across the Costa del Sol.

If you want your brand to gain visibility, presence and recall in key locations, let’s talk.