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Generalist radio stations have the most loyal audiences. That said, among them, SER once again is the choice of the majority of the audience this year. The network owned by the PRISA group was followed by approximately **** percent of radio listeners. Cadena de Ondas Populares Españolas, better known as COPE, ranked second about five points behind. Undoubtedly, radio today still reaches a large percentage of Spaniards, offering an increasingly varied programming schedule.

Profile of the Spanish radio listener

According to the most recent studies, the typical radio listener in Spain is a man between 45 and 54 years old and probably residing in northern Spain. In fact, in all the regions of the northern half of the Iberian Peninsula, the radio penetration rate exceeds **** percent, with the exception of Aragón. However, audience data among teenagers is by no means negligible. In 2024, around ** percent of the Spanish population between 14 and 19 years old listened to the radio. This reality is likely due to the increasingly frequent incorporation of social networks such as Twitter and YouTube into the weekly programming, especially in the case of thematic stations.

Advertising continues to choose radio

Although in recent years the reach of radio in Spain has only decreased, advertising does not seem likely to abandon the radio waves anytime soon. The revenues generated by the commercials broadcast on the various stations have shown a growing trend since 2015, which was interrupted in 2020 due to the reduction caused by the coronavirus. However, the 2021 data marked a return to the path of growth, which continued over the following three years and is expected to continue in the near future.