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| EGM (Estudio General de Medios) | |
|---|---|
| Name | EGM (Estudio General de Medios) |
| Type | Audience measurement survey |
| Founded | 1993 |
| Area served | Spain |
| Headquarters | Madrid |
| Industry | Media research |
EGM (Estudio General de Medios) EGM (Estudio General de Medios) is a Spanish media audience measurement survey that produces periodic estimates of radio, television, press, internet and outdoor audiences across Spain, influencing advertising, programming and strategic planning. It is commissioned and used by institutions such as Asociación para la Investigación de Medios de Comunicación, media groups like Prisa, Atresmedia, Mediaset España, and advertisers including Unilever, Procter & Gamble and Grupo Telefónica. Major stakeholders such as AEDE, Promecal, Vocento, Havas Media, Publicis Groupe and research firms including Kantar Group, Nielsen Holdings, Ipsos, GfK and BCG reference its outputs.
EGM operates as a large-scale cross-media survey that provides audience estimates for radio networks like Cadena SER, Cadena COPE, Cadena Dial and Los 40, television channels such as La 1 (TVE), Antena 3, Telecinco, La Sexta and newspapers including El País, El Mundo, ABC (Madrid), La Vanguardia and El Correo. It influences planning decisions by agencies like Omnicom Group, WPP, Dentsu, Havas and broadcasters including RTVE and regional groups such as ETB and TV3 (Catalonia). EGM outputs are cited alongside metrics from platforms operated by Google, Meta Platforms, Inc., YouTube, Spotify Technology, Apple Inc. and streaming services like Netflix, HBO Max, Amazon Prime Video.
EGM uses stratified multistage probability sampling drawing from population registries such as those maintained by Instituto Nacional de Estadística, with stratification by autonomous communities including Andalusia, Catalonia, Madrid (Community of Madrid), Valencian Community and Galicia. Sampling frames and quotas reference demographic benchmarks from Eurostat and are designed to reflect municipalities like Barcelona, Madrid, Seville, Valencia and Zaragoza. The design borrows approaches from panels used by organizations including BARB, Nielsen Audio (formerly Arbitron), RAJAR and Comscore, while incorporating household-level and individual-level selection procedures similar to those of Pew Research Center, Istat and Statista.
EGM was established in the early 1990s amid expansion of private broadcasters such as Antena 3, Telecinco and the consolidation of newspaper groups like Prensa Ibérica and Vocento. Its development intersected with regulatory frameworks from entities such as Comisión Nacional de los Mercados y la Competencia and media law reforms associated with administrations led by figures like Felipe González, José María Aznar and Pedro Sánchez. Over time EGM adapted to digital transformations driven by companies including Microsoft Corporation, Apple Inc., Google LLC and content shifts toward streaming platforms operated by Netflix, HBO Max and Disney+.
Data collection combines face-to-face interviews, telephone surveys and diary-style self-reporting adapted to digital panels provided by vendors like Kantar Media and Nielsen. Metrics include reach, average audience, share, frequency and profile variables cross-tabulated by age cohorts (e.g., Baby Boomers, Generation X, Millennials), socioeconomic classifications cited in studies by OECD and occupational categories referenced in surveys by Instituto Nacional de Estadística. Measurement integrates audience indicators comparable to Gross Rating Point, Target Rating Point, and cross-platform reach used in reports by IAB Spain and international bodies including EMRO and WFA.
EGM data guides media buying by agencies such as Havas Media Group, GroupM, IPG Mediabrands and strategic decisions at broadcasters like RTVE, Atresmedia, Mediaset España and publishing houses including Prisa, Unidad Editorial and Editorial Planeta. Advertisers including Nestlé, L'Oréal, Iberdrola and Banco Santander use EGM profiles for segmentation, while political campaigns by parties such as Partido Popular, Spanish Socialist Workers' Party and Podemos analyze media reach for communication strategies. Academic institutions like Universidad Complutense de Madrid, Universidad de Barcelona and think tanks such as Real Instituto Elcano reference EGM in media research and policy analysis.
Critics from groups including FACUA, OCU and trade unions such as CCOO and UGT have raised concerns about sample bias, underrepresentation of digital-only audiences from platforms like YouTube, Spotify, Netflix and measurement lags noted in comparisons with real-time analytics from Google Analytics and Adobe Systems. Debates have involved regulatory bodies like CNMC and academic critiques published by scholars at Universidad Autónoma de Madrid and Universidad de Salamanca, echoing concerns seen in controversies around measurement systems used by BARB and Nielsen in other markets.
Compared to panel-based systems like BARB (United Kingdom) and RAJAR (radio), and census-based digital metrics by Google LLC and Meta Platforms, Inc., EGM is a survey-based hybrid that emphasizes cross-media comparability similar to initiatives by EISA and collaborations involving WFA and IAB (Interactive Advertising Bureau). International research comparisons reference standards from ESOMAR, ISO and methodologies discussed in publications by Columbia University, Harvard University, MIT and Stanford University.
Category:Media research