Trust and Regulation: The Keys That Keep Television a Leader in Advertising
UTECA presents a study on the values of television advertising, as well as its coverage, reach, and influence. A new survey by UTECA confirms that television remains the medium that generates the greatest trust, recall, and impact among Spaniards. The study on the values of advertising on this medium, prepared by Sigma Dos and Dos30, reinforces the perception of TV as a safe, regulated, and highly effective environment for brands and advertisers.
The Spanish Association of Commercial Free-to-Air Television (UTECA) had already released a brief preview of this report during its annual conference held a couple of weeks ago. Now, MarketingDirecto.com – MKD has gained access to the full report to understand the key dynamics between viewers and advertisers on the small screen.
Television at the Forefront
One of the main conclusions of the UTECA report is that television maintains strong leadership in terms of consumption, coverage, reach, and influence.
According to data from Kantar Media, more than 94% of Spain’s population watched television for at least one minute during September and October, a period in which the medium reached over 44.5 million unique viewers. On average, each viewer spent nearly 2.5 hours per day watching their favorite entertainment programs and news broadcasts.
TV Evolves Alongside Society
Television continues to be a structural pillar of Spanish society. Since its origins, it has been a highly influential and omnipresent medium in Spain, capable of shaping different aspects of everyday life.
Beyond serving as a source of information and entertainment, television has driven cultural and social change and reflected emerging trends and customs. Its ability to reach every corner, household, and establishment creates a strong bond with audiences.
Television Advertising
Seven out of ten Spaniards recall advertisements on television better than those on other communication channels (compared to radio, cited by 22.9%, and social media, by 14.8%). The impact of these advertising messages is consistent across both younger and older audiences, with similar data observed across age groups.
Moreover, television advertising enjoys credibility. Advertisers operate in a safe and regulated environment, within clearly identified advertising spaces, which associates TV advertising with responsibility and transparency. More than 63% of Spanish society considers television to be the communication channel that inspires the most trust in the advertised brand, followed by radio (29.9%) and digital and print press (17.8%), consolidating traditional media at the top of the ranking.
Additionally, 70% of Spaniards believe TV is the most effective communication channel for highlighting a brand’s quality and strength, far ahead of social media (21.5%) across all age groups. Respondents also find that television broadcasts the most impactful, emotional, and spectacular advertisements.
It is worth noting that 61% of respondents state that television is the channel where they pay the most attention to advertising, significantly ahead of others (radio follows at 24.1%, and social media at 22.2%). The large screen further amplifies this effect, as 79.2% prefer watching advertisements in a large-format setting, where the experience feels more attractive and impactful.
Furthermore, brands that advertise on television are perceived especially positively: they are viewed as strong, well-established, and high-quality, scoring 8 out of 10 when evaluated for their ability to reach the broadest possible audience.
According to UTECA, all these perceptions make television a “premium” platform for advertisers due to its ability to create trends and influence purchasing decisions, as 58.4% consider television the most persuasive medium when choosing products. From the classic traditional spot to more innovative derived formats, TV has accompanied brand evolution and stimulated consumption.
A Safe and Regulated Advertising Environment
The positive perception of brands advertising on television is strongly linked to the medium’s sense of responsibility and its strict compliance with advertising regulations—a feature that contrasts with the more loosely regulated ecosystem of social media. It is no coincidence that 84% of citizens call for the same controls applied to television to be extended to platforms and social networks, and that nine out of ten believe influencers and YouTubers should comply with the same advertising and child protection laws.
This demand for greater oversight reflects a regulatory gap and enhances the value of television advertising as a stable, transparent, and secure environment for brands—particularly relevant in a digital context marked by misinformation, unlabeled content, and opaque data practices.
As confirmed by UTECA, the positive assessment of television advertising is consistent across all analyzed groups, including both younger generations and older demographics, and remains stable over time, reinforcing television as the medium where advertising retains its prestige and effectiveness.
Source: MKD
Author: Natalia Montero
Picture: Freepik