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Amplifeye TikTok at the Heart of Spain’s

Audiovisual Revolution

EXECUTIVE SUMMARY

This report is built around a single organizing idea: AMPLIFeye, the convergence of Reach and Attention as the dual currency of modern media effectiveness, and how advertisers can capture new growth opportunities by combining both more effectively.

In today’s fragmented media landscape, reach alone is no longer enough. Brands must not only connect with broad audiences but also capture high-quality

attention that drives measurable business outcomes. Media effectiveness is increasingly defined not by Reach or Attention, but by Reach and Attention working together.

At the same time, audiovisual entertainment has become the primary way Spaniards spend their leisure time, with audiences consuming content fluidly across platforms, formats, and devices throughout the day. Spain’s entertainment market hasn’t simply gone digital, it has fundamentally reorganized around attention.

Within this context, TikTok has become a central part of Spain’s entertainment ecosystem. It combines scale, cultural relevance and measurable impact in a way that is already translating into stronger performance, with around 29% higher ROI compared to TV and OTT across industries.

This is not just a local shift. It reflects a broader global trend toward more unified, entertainment-led ecosystems, where platforms like TikTok enable brands to scale what works and drive consistent business outcomes across markets.

Table of contents 01.

How to win reach & attention (AMPLIFeye) in Spain’s new entertainment landscape

Understanding how Spaniards discover, watch and engage with content in a multi-platform world

02.

How the audiovisual ecosystem is being reshaped

From linear models to platform-driven entertainment: redefining content, consumption and creators

03.

Why TikTok is becoming the new center of gravity for attention

From mobile short-form video platform to cultural and entertainment engine driving influence at scale

04.

AMPLIFeye: When reach and attention translate into real business impact

How attention drives measurable outcomes across the funnel

05.

How advertisers and agencies can win in the new attention economy

Unlocking incremental reach, deeper engagement and new growth opportunities through smarter platform strategies and stronger partnerships

How to win reach & attention in Spain’s new entertainment landscape Understanding how Spaniards discover, watch and engage with content in a multi-platform world Accenture Song

01 How to win attention in Spain’s new entertainment landscape

Spain's Entertainment Has Moved Away From Fixed Schedules Spain’s entertainment landscape has not just expanded, it has reorganized. Total screen time is being redistributed across ecosystems rather than simply increasing.

Evolution of average monthly viewing time per device (# hours, growth % since 2018)

58,4

-32%

44,2 31,0

The data reflects a structural shift. While TV still accounts for the 64%

11,3

highest monthly viewing time, daily consumption has declined

24,5

33%

36,5

since 2018. In contrast, entertainment platforms have grown by TV

33%.

OTT 2018

2019

2020

2021

2022

EP 2023

2024

2025

The evolution in consumption trends although led by younger audiences, middle-aged and older segments are now integrating

Evolution of generational consumption (average consumption % per age group, variance between age groups)

streaming and digital video into daily routines as well. The result is a hybrid entertainment architecture where TV, OTT, and platforms

87%

95%

77%

98%

80%

-1%

coexist1, each serving distinct attention moments.

The competitive landscape is no longer defined by dominance of one screen, but by how attention is distributed across them.

OTT 18-24

25-34

35-44

1. TV: linear television, both free-to-air and pay. OTT: online video streaming services, subscription-based or ad-supported. EP: digital entertainment platforms focused on short-form and social content. Sources: IAB.

EP 45-54

>55

97%

01 Spain’s New Entertainment Habits

Reach is Now Redistributed by Generation Audience reach in Spain is no longer defined by a dominant screen.

Details on next slide

Platform penetration by age cohort (% of population active monthly)

Entertainment platforms now achieve near-universal penetration, but reach is distributed differently across life stages.

This is not a substitution dynamic: • Platforms scale across all audiences

% of active users/month

97,5%

91,3%

82,9%

Age (y.o)

EP (%)

TV (%)

OTT (%)

18–24

25–34

• TV remains strong among older cohorts

35–44

• OTT bridges mid-age segments

45–54

+55

What changes is not reach, but relevance.

Coverage is no longer the challenge, winning incremental attention at scale is

Sources: GFK

01 How to win attention in Spain’s new entertainment landscape

Attention is Shifting From Reach to Quality Engagement Audiences are not just present on digital platforms, they spend more

Average session duration by EP and age group (average # minutes per session)

time and engage more deeply within them. 24

Video-first, algorithm-led platforms concentrate high-quality,

20 20 21 16 15

sustained attention, leading in session duration across age groups.

12 11

11 11

9 8 8

7 8 8

TikTok ranks #2 in average session duration across all measured age groups in Spain, ahead of every other entertainment platform except

YouTube EP2

TikTok

one, and sustaining engagement consistently to audiences over 55. 18-24

Instagram EP1

25-34

35-44

EP3 Facebook 45-54

10 6 6 5 6 5

pinterest EP4

>55

This cross-generational depth is what separates structural

engagement from demographic niche. Impact is no longer about being seen, it is about capturing attention that lasts long enough to enable storytelling, discovery and influence.

Impact is no longer about being seen, but about capturing attention that lasts, enabling stronger storytelling, discovery and influence

Sources: GFK

01 How to win attention in Spain’s new entertainment landscape

The Platforms Winning Attention Are Winning on Quality, Not Just Volume Zoom in with solid fill

The traditional hierarchy of screens has structurally shifted. Television remains present but no longer commands full attention: only 29% of

Distribution of attention during TV viewing (% of viewers)

Details on next slide

viewers watch it without a second device, while the majority navigate content across multiple screens in parallel.

In this environment, mobile increasingly anchors attention, with TV often

29%

TV without mobile use

51%

TV + occasional EP

becoming complementary or even background. This is not multitasking, but a redistribution of attention (fluid across moments, formats and contexts) where presence on a screen no longer guarantees impact,

This shift is being accelerated by the rise of video-first, algorithm-led

15%

Mobile first, TV background

No attention to TV

platforms that are redefining how attention is captured, sustained and scaled within these multi-screen journeys, making AMPLIFeye the new driver of effectiveness in multi-screen journeys the new driver of effectiveness.

Sources: GFK

TV without mobile use

TV with mobile use

71% Total

01 How to win attention in Spain’s new entertainment landscape

Multi-Screening is Spain's Default Consumption Pattern Multi-viewing is no longer a marginal behavior. Between 64% and 80% of

Multi-viewing penetration by age group and sex

users across all age groups engage in simultaneous screen usage.

(% users)

79%

80%

73%

70%

64%

Adoption peaks among 25-34 year olds at 80%, closely followed by 18-24 year olds at 79%. While intensity gradually declines with age, even among

68% 74%

the 55+ segment, nearly two in three users report multi-viewing behavior. 18-24

25-34

35-44

45-54

>55

Gender differences are present but not structural: 74% of women engage in multi-viewing versus 68% of men, a minor gap that confirms the behavior is broad-based, not segment specific.

EP penetration (% of users per region)

98%

98% 98%

And with EP penetration at 97–98% across all Spanish regions, this pattern

97%

holds nationally without geographic fragmentation.

97%

98% 98%

Sources: GFK

01 How to win attention in Spain’s new entertainment landscape

Spain's Entertainment Landscape Is Always In Entertainment in Spain no longer concentrates around isolated peak

Average use of EPs and OTT by hour of day (% users/ hour of day)

moments. It has evolved into an always in system, where attention flows flexibly across formats and contexts, enabled by on-demand access and continuous availability.

OTT

100% 90%

Entertainment platforms sustain consistently high usage throughout

80% 70%

the day, maintaining ~90% reach from morning through evening and

60%

remaining widely accessible even overnight. By contrast, television

50%

remains more concentrated in prime time, while OTT follows a similar

40%

evening-driven pattern.

30% 20% 10%

This reflects a structural shift from time-bound consumption to

continuous, on-demand engagement across the day, requiring

Hour of day

brands to move beyond peak-based planning and activate across multiple moments to capture attention as it emerges.

Sources: GFK

1 6:00-12:00

2 12:00-16:00

3 16:00-21:00

4 21:00-00:00

5 00:00-06:00

01 How to win attention in Spain’s new entertainment landscape

The Most Powerful Platforms are Part of Daily Life, Not Occasional Media consumption is no longer defined by fixed moments, but by how

Volatility of media consumption in a week (Deviation of weekday in %)

consistently platforms are part of daily routines. EPs show minimal variation across weekdays and weekends, indicating that engagement is embedded in everyday behavior rather than tied to specific calendar

20%

moments.

27%

A similar pattern emerges within the day: while TV and OTT concentrate

OTT

consumption around peak hours, EPs maintain more stable usage across time slots, reflecting continuous, habit-driven engagement. For example, instead of waiting for a specific program in prime time, users engage in

Volatility of media consumption in a day (Deviation of time slots in %)

multiple short sessions throughout the day.

This shift from scheduled to habitual consumption redefines how attention is built over time, favoring platforms that are accessed frequently and

90%

93%

OTT

46%

consistently over those dependent on peak moments. EP

Sources: GFK

Details on next slide

01 How to win attention in Spain’s new entertainment landscape

The Most Effective Platforms Combine Stable and Peak Consumption Platforms differ in how they capture attention across daily routines.

Daily consumption volatility by EP (% deviation)

The key distinction lies in the balance between stability and intensity.

73% Some platforms (EP1, EP3) are highly stable, with consistent but lighter usage throughout the day. Others, such as TikTok and EP2,

31%

46%

50%

TikTok

Youtube EP 2

38%

combine this daily presence with peaks of deeper engagement, delivering both consistency and impact.

Instagram EP 1

Facebook EP 3

Pinterest EP 4

More episodic platforms (EP4) rely on specific moments, showing higher volatility and less continuous interaction.

Weekly consumption volatility by EP (% deviation)

21%

This balance ultimately defines attention quality, with TikTok exemplifying this combination of daily habit and high engagement moments, enabling stronger and more sustained impact.

Sources: GFK

Instagram EP 1

Facebook EP 3

TikTok

Youtube EP 2

Pinterest EP 4

01 How to win attention in Spain’s new entertainment landscape

Frequency and Intensity Define the New Leaders of Daily Attention Audiovisual consumption in Spain clusters into distinct behavioral

Distribution of EPs (Visits vs. Minutes per day)

engage with each platform in their daily routines.

Long-form streaming platforms dominate immersive sessions, where users commit time and attention. EPs, however, concentrate in the space of frequent, repeated interactions, enabling continuous, highquality engagement throughout the day.

Daily quality engagement

spaces depending on how often people return and how deeply they

Immersive

Habitual

frequency and intensity converge, platforms build stronger and more

EP 1 Ocassional

TV 2

Quick

EP 3

TV 3 40

EP 5 EP 6

EP 4

sustained attention over time, reinforcing mental availability beyond isolated peak moments.

OTT

OTT 1

In a market where reach is no longer scarce, competitive advantage shifts to platforms that combine repetition with depth. When

EP 2

OTT 2

TV 1

20 0

Visits per day

Sources: IAB Social Media 2025, Rosco del Consumo Audiovisual de Barlovento, Kantar Media, Accenture Analysis

01 How to win attention in Spain’s new entertainment landscape

Why We Watch: The New Drivers of Entertainment User motivations provide a structural explanation for the behavioral

Motivations behind platform usage (% of users, Spain 2025)

patterns observed across EPs.

Entertainment , interaction, and staying informed are the three primary drivers of EPs usage in Spain. Platforms are no longer singlepurpose environments, they operate as hybrid spaces where

81% Entertainment

19%

55%

Follow industry market

Stay informed

entertainment content, social interaction, and informational updates

21%

coexist within the same user journey.

Follow trends

This alignment explains the high frequency and habitual engagement previously observed. When platforms simultaneously

29%

satisfy multiple primary motivations, they become embedded in daily

Inspiration

routines rather than accessed for isolated needs.

In other words, platforms that satisfy entertainment, interaction and information simultaneously create the conditions for stronger brand recall, higher purchase intent and more efficient conversion.

Sources: IAB Social Media 2025

66%

17% Meet people

Interacting

24%

22%

Of women use SM to follow trends

Of men use SM to meet people

37% Of women use SM for inspiration

01 How to win attention in Spain’s new entertainment landscape

From Screen Dominance to Attention Orchestration Audience behavior in Spain has structurally shifted. Consumption is continuous rather than scheduled, multi-layered rather than exclusive, and embedded in daily routines rather than concentrated in isolated peaks.

Viewers move fluidly across platforms throughout the day. They divide their attention between screens, return multiple

times, and engage with different formats depending on context, life stage, and moment. Reach remains high across environments, but attention is distributed and varies in intensity.

For advertisers, this changes the equation. The challenge is no longer simply achieving coverage but understanding how attention accumulates across moments. Different platforms now contribute in distinct ways: some drive shared impact, others deliver immersion, and others build habitual, repeated exposure.

This is the AMPLIFeye principle: reach without attention is exposure; attention without reach is niche. The two together are what drive engagement at scale.

The question is no longer who reaches audiences, but who captures recurring, meaningful attention within their daily routines.

How the audiovisual ecosystem is being reshaped From linear models to platform-driven entertainment: redefining content, consumption and creators Accenture Song

02 How the audiovisual ecosystem is being reshaped

Spain's Media Market Has Reorganised Around EP As consumption in Spain shifted from scheduled viewing to continuous engagement, the audiovisual market evolved in distinct phases, from digital acceleration to a fully interconnected

Details on next slide

2021 Digital acceleration On-demand and digital consumption reach mass adoption

ecosystem where all players compete for the same attention.

2022 Digital becomes the default All channels become digital-first, blurring traditional boundaries

What began as a transition to digital quickly became a structural transformation: platforms converged, formats integrated, and the market reorganized around a single attention economy.

2023 Platforms converge Streaming, social video and broadcasters compete for the same attention

Today, success is no longer defined by reach alone, but by the ability

2024 One attention ecosystem Formats coexist in a single, interconnected environment

to capture frequent, high-quality engagement across this ecosystem.

The industry did not fragment, it reorganized around entertainment

as the primary entry point and attention as the core currency. Those able to scale relevant, high quality engagement are best positioned to drive stronger business outcomes.

Sources: IAB Spain “Connected TV Study 2024”

2025 Attention as competitive advantage Winning depends on capturing frequent, highquality attention across platforms

2026 AI-driven ecosystems Hyper-personalized, real-time content and agentic curation scale relevance and deepen engagement across audiences

02 How the audiovisual ecosystem is being reshaped

TikTok Has Consolidated Its Position as One of Spain's Leading EPs TikTok now competes directly with the largest EPs in Spain in both reach and engagement growth. With ~25M total monthly visits , the

Total visitor growth in the last 3 years (% growth, November 2022 ¬ 2025)

46%

platform approaches the scale of leading EPs, while continuing to expand year-on-year (+7.8pp). TikTok records the highest visitor

31%

growth over the past three years (+46%), positioning it as the fastest-

28%

growing platform within the competitive set. 4%

Despite being one of the most recent entrants (launched in 2016), TikTok has already reached nearly 0.9 billion total visits YTD,

TikTok

Instagram

Facebook

YouTube

0.9

0.1

2.1

1.9

1.3

EP 4

EP 1

EP 3

EP 2

demonstrating rapid scaling and a high frequency of usage relative to its lifecycle stage.

*Total visits (Billion users, November 2025)

This growth dynamic signals structural relevance, not temporary momentum. TikTok is no longer an emerging platform; it operates

Launch year 2016

2010

2004

2005

within the leading competitive tier of Spain’s EP landscape.

Sources: GFK, TikTok DSA Report – MAU Jul-Dec2025

02 How the audiovisual ecosystem is being reshaped

EPs Hold a Structural Advantage That Traditional Media Cannot Replicate In a high-penetration,

AMPLIFeye

overlapping ecosystem, competitive advantage no

longer comes from scale alone.

It emerges from three structural capabilities that redefine how attention is captured and monetized

Sources: GFK

Incremental reach

Mobile-first attention

Algorithmic relevance

Ability to expand net exposure within a duplicated ecosystem by reaching audiences in distinct, high-frequency attention moments.

Built for immersive, full-screen engagement in the primary device of daily consumption, capturing focused and habitual attention.

Content and advertising dynamically curated based on real-time user behavior, maximizing individual alignment and reducing wasted exposure.

02 How the audiovisual ecosystem is being reshaped

Structural overlap defines Spain’s entertainment ecosystem Spain’s shift toward continuous, multi-platform consumption

Details on next slide

Media Overlap in Spain (% coverage, exclusive and overlapping users)

has resulted in a structurally overlapping ecosystem. Coverage 91.3%

Coverage 83.0%

Television, OTT, and EPs all operate at high penetration levels. However, the defining characteristic is not their individual coverage, it is their intersection. Most users are present across multiple environments within the same period. The central overlap alone accounts for 72.5% of coverage, indicating that

TV 0.4%

OTT 0.2%

1.8%

cross-platform duplication is the norm rather than the 72.5%

exception, and exclusive reach within any single ecosystem is marginal.

16.6%

8.5%

In this environment, adding more budget to TV or OTT

deepens exposure to the same audiences. Incrementality is the only remaining growth lever. The strategic question is how much new reach a platform adds to what already exists, not

EP 0%

how much total reach it has. Coverage 97.6% Sources: GFK

02 How the audiovisual ecosystem is being reshaped

TikTok’s Role Within a Structurally Overlapping Ecosystem In Spain’s highly overlapping entertainment ecosystem, more

Cross-platform coverage and intersection (% monthly coverage and distribution of exclusive vs overlapping reach)

than half of users (51.2%) are present across TV, OTT, and

TikTok within the same period. Exclusivity is minimal.

Coverage 91.3%

Coverage 83.0%

For advertisers, this means incremental growth rarely comes from reaching entirely new audiences. It comes from activating shared audiences differently.

TV 5.8%

OTT 2.3%

23.1%

TikTok operates within this shared space through a structurally

51.2%

distinct attention model: mobile-first, highly personalized, and content-driven. It delivers high-frequency, immersive

11.2%

6.4%

interactions embedded in daily routines, reaching audiences in moments that TV and OTT structurally cannot.

This positions TikTok not just as a complementary layer, but as a strategic one, reinforcing reach while increasing frequency,

TikTok 0%

relevance, and depth within the same user base. Coverage 68.8% Sources: GFK

02 How the audiovisual ecosystem is being reshaped

Exclusivity Has Become the Only Real Source of Incremental Power In a high-penetration, overlapping ecosystem, exclusivity has become

Exclusive and Shared Audiences: EPs vs. Major Broadcasters (% coverage, exclusive and overlapping users)

a defining metric of platform power. The data shows that major

Spanish broadcasters retain relatively limited exclusive audiences, typically below ~20%. A significant portion of their reach is shared with EPs. exclusive:

By contrast, EPs sustain materially higher exclusive bases: these

38.4%

TV 1 exclusive:

30.5%

19.6%

TikTok coverage TV 1 coverage

exclusive:

40.6%

TV 2 exclusive:

28.3%

16.7%

68.8%

TikTok coverage

68.8%

58.0%

TV 2 coverage

57.3%

platforms are not merely extensions of TV reach; they command

independent attention pools.

TikTok is closing the gap. With nearly 69% national coverage and a growing exclusive base, it is transitioning from complementary platform to structurally central node in Spain’s entertainment system. exclusive:

This reflects a broader market dynamic: as audiences diversify across

46.2%

22.6%

TV 3 exclusive:

21.5%

screens, power consolidates where frequency, habit, and exclusivity intersect. In an overlapping market, exclusivity signals primacy.

Sources: GFK

TikTok coverage

68.8%

TV 3 coverage

67.8%

02 How the audiovisual ecosystem is being reshaped

AMPLIFeye the Entertainment Mix TikTok doesn't compete with traditional media, it enhances it. The platform plays a complementary role within the audiovisual

Incremental and total potential reach with a TikTok overlap (% additional audience reached, and total exclusive + overlap audience reached)

ecosystem, extending the reach and frequency of TV and OTT

TV1 +

campaigns across new contexts and moments of the day.

The incremental reach analysis confirms this positioning. When measured alongside major TV groups, TikTok consistently delivers

TV2 +

TV3 +

Incremental reach

+31%

+24%

+30%

Total potential reach

88%

90%

86%

additional unduplicated audiences, ranking solidly among entertainment platforms in incremental reach contribution.

This demonstrates its structural role as an amplifier rather than a

Integrated with three major TV groups in Spain, TikTok delivers +24% to +31% incremental reach, expanding total coverage to up to 90%

substitute, expanding total coverage beyond shared audiences when integrated within TV-led plans.

Together, they create a continuous attention cycle where awareness becomes participation, and participation becomes measurable return.

Sources: GFK

02 How the audiovisual ecosystem is being reshaped

TikTok Captures Attention Across Every Context Throughout the Day In Chapter 1, we established that 71% of viewers use their mobile while watching TV, while only 29% remain exclusively focused on television. The implication is not substitution, but attention migration.

Survey Q: “On a scale from 0 to 10, how much attention do you pay to your mobile phone when using social media in each of these situations?” Attention capture at-home (Average attention rating)

6,4 6,3

Within shared, at-home environments, historically dominated by TV,

6,2 6,1

cognitive focus increasingly resides on mobile platforms. Reach

6,0

may be shared across screens, but attention is not. The ranking data reinforces this shift. Among digital platforms, TikTok leads in attention capture at home and on the move, ahead of EP1, EP2, EP3, and EP4.

TikTok

Pinterest EP 4

Instagram EP 1

Facebook EP 3

Youtube EP 2

Attention capture on the move (Average attention rating)

This highlights a structural change in how attention is allocated. In

4,4

4,3 4,1

overlapping media environments, the decisive factor is no longer

4,0

screen presence, but the ability to command active attention,

3,9

positioning TikTok as a leading platform to capture high-quality attention across contexts.

Sources: GFK

TikTok

Pinterest EP 4

Instagram EP 1

Youtube EP 2

Facebook EP 3

02 How the audiovisual ecosystem is being reshaped

Algorithm Drives Discovery and Engagement Most users access content through algorithmically curated feeds rather than active search. TikTok leads with 64% of access driven by

Share of users accessing platforms via recommended content (% of users)

recommended content, compared to 23-59% for its closest competitors, highlighting a stronger role of discovery within the

36%

64%

Instagram

42%

58%

Facebook

41%

59%

TikTok

platform. EP 1

This reflects a structural shift in how demand is formed. Algorithms continuously adapt to user preferences, surfacing relevant content at

EP 3

the right moment and enabling more frequent and sustained engagement over time.

As a result, visibility is no longer only driven by presence, but by

EP 2

EP 4

Youtube

77%

23%

73%

27%

relevance and alignment with user interests. In feed-driven environments, engagement becomes the key driver of effective exposure and impact.

Sources: GFK

Other

Recommended content

02 How the audiovisual ecosystem is being reshaped

From Discovery to Conversion: The Commercial Impact The influence of algorithm-driven discovery extends beyond engagement, and it translates into purchase behavior.

Details on next slide

Share of users purchasing after platform exposure (% of users)

Yes 30%

In Spain, 30% of consumers report purchasing a product within 30 days after seeing it on a platform, TikTok being the platform with the

Users who have bought products after seeing an ad

highest purchase impact. This indicates that exposure within feeddriven environments extends beyond awareness and meaningfully impacts commercial behavior.

No 70%

Users who have not bought anything

Platforms with stronger feed-based discovery environments show higher purchase encouragement rates, reinforcing the link between

personalized content exposure and commercial activation. This suggests that in today’s ecosystem, algorithms do not simply distribute content, they shape intent and accelerate the path from attention to conversion.

In a system powered by recommendation, discovery becomes

demand generation. Sources: GFK

When discovery is personalized and habitual, conversion becomes embedded within the same attention loop

02 How the audiovisual ecosystem is being reshaped

TikTok Is the Only Platform Whose Purchase Influence Grows With Age Algorithmic impact is structurally cross-generational. Unlike other EPs, whose influence tends to concentrate in younger audiences, TikTok maintains strong purchase influence across older generations in Spain. The platform’s recommendation-driven model continues to drive commercial impact well beyond younger cohorts.

While platform preferences vary by age group, TikTok shows a more balanced and sustained influence profile across generations compared to other EPs.

The key takeaway is that TikTok’s influence is not limited to younger audiences, its recommendation-driven environment sustains attention and commercial impact across generations. % Users encouraged to make a purchase per platform (%users, Spain 2025)

25% 26%

28%

31%

29% 23%

26%

24%

21% 17% 13%

TikTok

EP 1 Instagram

15%

17% 13%

13%

25-34

35-44

17%

15%

11%

EP 2 Youtube 18-24

Sources: GFK

16%

16% 11%

EP 3 Facebook 45-54

16%

18% 14%

12%

EP 4 Pinterest

>55

02 How the audiovisual ecosystem is being reshaped

Relevance across Key Industries TikTok's engagement growth is not uniform, it is concentrating in the industries that matter most commercially. From FMCG to Finance, TikTok is capturing an increasing share of platform interactions, signaling a shift in where audiences direct their attention and, consequently, where brands find their opportunity.

NON-EXHAUSTIVE

TikTok Interaction* Share Growth by Industry Jan – May 2025 vs 2024 share growth

YoY growth

FMGC

Retail

Finance

+12%

+78%

+30%

Interaction share

+12.47%

+77.53%

+30.00%

Period

Jan-May 2025

Trend

Growing

Strongest gain

Growing

TikTok´s engagement growth across industries is not yet reflected in budget allocation, representing a structural opportunity for advertisers willing to move early

*Interactions include likes, comments, shares, saves and video views on TikTok content within each industry vertical, as tracked by IAB measurement methodology. Sources: IAB

02 How the audiovisual ecosystem is being reshaped

Creator Marketing Has Become Core Media Infrastructure The rise of creator marketing is not a parallel trend to platform growth. It is a natural consequence of how EPs operate and how

Creator marketing investment (million €, Spain)

158

audiences now consume content. As reach becomes overlapping, attention shifts to mobile-first environments, and algorithms curate

125

content in real time, creators gain structural visibility within the feed. 37% CAGR

They are not external amplifiers of distribution, they are embedded

in the system that drives discovery. 64 52 In recommendation-led environments creators become central to

how audiences discover brands and products, and investment reflects this shift. Creators marketing in Spain presented a CAGR of 37% 2020–2025, reaching 125M €. This acceleration signals a

2020

2021

2022

2023

2024

2025

structural reallocation of budgets toward environments where

attention, trust, and commerce (AMPLIFeye) increasingly converge. As EPs optimize for engagement and relevance, influence becomes part Creator-led content is no longer peripheral to media strategy. It is becoming integrated into always-on digital plans that connect attention with commercial impact. Sources: InfoAdex Study on Advertising Investment in Spain 2020–2025; PuroMarketing, 2024; Kolsquare Budget Report 2025; IAB Spain + PwC, Estudio de Inversión Publicitaria en Medios Digitales 2026, February 2026.

of the infrastructure of modern media, not an add-on tactic

02 How the audiovisual ecosystem is being reshaped

Advertising Budgets Are Following Attention All the structural changes observed in consumption behavior are now materializing economically. Since 2020, advertising investment

Details on next slide

Ad Investment (€m, % of total, Spain)

in Spain has progressively reallocated toward digital and entertainment-led environments. As attention became mobile-first, feed-driven, and overlapping, budgets followed the platforms best

2,581 2,395

2,314

2,348

1% 2%

2,431 3% 3%

2% 3%

2,072 2%

positioned to capture that attention.

29%

31%

32%

33%

69%

65%

61%

57%

2021

2022

2023

2024

28%

Linear TV’s share of ad spend has steadily declined, while EPs and OTT have increased their weight within the audiovisual mix. This growth reflects not only higher usage, but stronger engagement, measurability, and commercial potential.

75%

70%

The migration of budgets is not cyclical. It is not a temporary response to pandemic conditions or short-term performance trends. It reflects a structural adjustment to where audiences spend time, how attention is formed, and how impact can be measured. Capital is reallocating toward environments that combine scale, frequency,

and algorithmic relevance. Sources: InfoAdex Study on Advertising Investment in Spain 2020 - 2025; OTT data not available for 2019-2020; creators data not available for 2019

2020

Creators

OTT

02 How the audiovisual ecosystem is being reshaped

Industry Investment Realigns With the New Entertainment Reality The reallocation is not happening evenly. Finance is growing entertainment platform investment fastest at +13.7% YoY, while Retail, Culture, and Beauty are committing the largest absolute budgets, revealing where commercial opportunity on entertainment platforms is concentrating.

Industry

Ad investment

YoY growth

EP investment

(Top 5)

(2024)

(2023-2024)

(%)

Retail & Food Service

580.0 M€

+5.4 %

14.55%

Culture, Education & Media

456.0 M€

+9.1 %

19.9%

Finance

395.7 M€

+13.7 %

6.8%

Automotive

353.3 M€

+8.3 %

8.5%

Beauty & Personal Care

330.2 M€

+7.6 %

9.5%

EP Investment, by industry (% of total)

22,80% 33,60%

856,3 M€ 21,20% 8,00%

Other industries

4071.6 M€

Sources: InfoAdex Study on Advertising Investment in Spain 2025

+3 %

7,60%

6,80%

02 How the audiovisual ecosystem is being reshaped

In a Fragmented Ecosystem, Orchestration Is the Strategy The evolution of consumption habits and platform economics has redefined how audiovisual plans are constructed.

Coverage 91%

Coverage 83%

The market no longer operates through isolated channels. Linear television, streaming services, and EPs now function as complementary layers within a unified attention system. Each environment plays a distinct strategic role.

Linear formats continue to deliver scale and shared moments. Streaming environments provide depth and on-demand immersion. Mobile-native platforms generate habitual

engagement, frequency, and algorithmic amplification.

The most effective media strategies no longer prioritize channels in

TikTok

isolation. They design integrated mixes that balance reach, repetition, and relevance, the AMPLIFeye approach to the full attention journey. In this new model, value is created through

orchestration rather than substitution.

Coverage 69%

02 How the audiovisual ecosystem is being reshaped

The New Audiovisual Operating Model The audiovisual ecosystem has structurally reorganized. Consumption is continuous, discovery is algorithmdriven, and influence increasingly circulates through mobile-native, creator-led environments.

Value is no longer concentrated in a single screen or format. It is distributed across a hybrid mix where linear television, streaming services, and EPs each play distinct but complementary roles. In this context, the mix becomes the strategic lever. The question is not which channel to prioritize, but how to orchestrate environments that activate scale, cultural relevance, algorithmic discovery, and influence simultaneously.

Platforms that combine mobile-first consumption, recommendation engines, and embedded creator ecosystems are capturing a growing share of attention and investment. Within this model, TikTok has

positioned itself as one of the most structurally aligned environments with these dynamics, reinforcing its relevance within modern audiovisual plans.

For advertisers, the implication is clear: success depends on designing integrated mixes that reflect how attention is actually formed and amplified across the ecosystem. AMPLIFeye makes the formula explicit: more reach combined with deeper attention is what drives results.

Why TikTok is becoming the new center of gravity for reach & attention From mobile short-form video platform to cultural and entertainment engine driving influence at scale Accenture Song

03 Why TikTok is becoming the new center of gravity for attention

The New Entertainment Frontier TIKTOK: WHERE AUDIENCES AND ADVERTISERS MEET TikTok’s growing relevance within Spain’s entertainment ecosystem is not incidental. It is the result of a structural foundation designed for how modern

attention is formed, distributed, and monetized.

USERS Multigenerational

the environments most aligned with these dynamics. Its position is not simply

Habit-driven

Relevant Content

As the audiovisual market reorganized around mobile-first consumption, algorithmic discovery, and creator-led influence, TikTok emerged as one of

Culturally diverse

Mobile-native

Engagement & Attention

THE TIKTOK EXPERIENCE

driven by growth metrics, but by the strength of its underlying infrastructure. Entertainment

Discovery

Commerce

Community

What began as a short-form video platform has evolved into a Security & Privacy

comprehensive entertainment ecosystem. Creation, participation, discovery, and commerce coexist within the same architecture, supported by scalable

Data Analytics

data systems, brand-safe environments, and advanced activation

capabilities.

In this new operating model, TikTok does not sit alongside traditional media formats. It integrates entertainment, community, and commercial activation within a unified system designed for sustained attention. Sources: Comscore

Ads & Target Audiences

Insights & Activation

ADVERTISERS Full-funnel solutions

Advanced attribution

Scalable creator

03 Why TikTok is becoming the new center of gravity for attention

Habitual Engagement Defines Platform Relevance Earlier chapters established that attention in Spain has become mobile-first, algorithm-driven, and structurally overlapping. Within

“This is where the cultural conversation is happening, and it has never been easier for brands to participate”

this environment, platforms that combine habitual engagement with cultural relevance extend their influence across life stages. TikTok’s evolution reflects this shift.

Survey data shows strong penetration across all adult cohorts:

Penetration of TikTok, distribution by age (% of total interviewees, GFK)

82%

70%

69%

63%

18-24 y/o

25-34 y/o

35-44 y/o

45-54 y/o

+55 y/o

25-34

35-44

45-54

among all respondents, the lowest penetration cohort still reaches nearly two-thirds of its population. This distribution signals more than

scale. It reflects cultural diffusion. Trends may emerge among younger audiences, but they are amplified and embedded through

18-24

>55

25-34 and 35-44 cohorts and increasingly adopted within 45–54 and +55 segments.

As a result, TikTok functions not just as a content platform, but as a

cultural operating system, translating individual creativity into shared, scalable influence across age groups.

91%

74%

66%

of 18–24 years old discover something on TikTok

of 44–54 years old trust creator recommendations

of 25–34 years old perceive brands as authentic after exposure

Discovery engine

Credibility layer

Brand integration

Sources: GFK, (TikTok Marketing Science Global Creators Drive Commerce (Spain Results) conducted by Material 2022 (n=282))

03 Why TikTok is becoming the new center of gravity for attention

Embedded Platforms Are the Ones That Convert Attention Earlier chapters showed that attention in Spain has shifted toward mobile-first, overlapping environments where engagement is continuous rather than scheduled.

The relevant question is no longer how much time users spend, but

64%

5.2x

of TikTok users watch whatever the algorithm suggests, at least 1,5x more than the average streaming platform

likeliness of TikTok users to say that TikTok is the best platform to connect with brands (vs. other video platforms)

how that time is formed. Quality engagement time On TikTok, engagement is habitual. Users return repeatedly throughout the day, embedded in routines rather than isolated sessions. 64% consume recommended content, a significantly

(average hh:mm spent/ day) EP7 (1:26) TikTok (1:20) EP2 (1:12) EP8 (1:08) EP1 (1:02)

higher share than other major platforms.

This intensity translates directly into brand receptivity: TikTok users are 5.2x more likely to consider it the best platform to connect with brands versus other video platforms. In a system defined by overlap, the competitive edge lies in the quality of attention, habitual, recommendation-led, and integrated into daily life.

Average daily time spent on platforms weighted by active viewing and recommendation-led engagement.

Sources: IAB Estudio de Redes Sociales 2025, TikTok Marketing Science Global Entertaining Ads Study 2022 conducted by Marketcast - av from UK, DE, FR. Per market: UK: 76%. 5.0x DE: 77% 4.3x FR: 77% 3.9x, TikTok marketing science Global TikTok comment section via AYTM [US, UK, CA], April 2024 Base: TikTok 18+ users (n=1,150)

03 Why TikTok is becoming the new center of gravity for attention

Discovery Begins Before Users Know What They Want

Details on next slide

TikTok is not only a place to be entertained. It is increasingly where discovery begins. The platform has evolved into a search engine for culture, where users explore ideas, trends, and products through relevance rather than explicit queries. Every scroll is exploratory, and every interaction refines an algorithm designed to surface what users may want before they actively search for it.

In Spain, over one-third of users open TikTok with search intent, and 1 in

1 in 4 TikTok users start searching within 30 seconds of opening the app

4 begin searching within 30 seconds of opening the app. At the same time, 30% report purchasing products after discovering them on the platform, more than double the average of other platforms.

This blurs the traditional boundary between inspiration and intent. On TikTok, discovery, consideration, and action increasingly occur within the same environment. For brands, this means that visibility on TikTok is

48%

30%

of 18–24 y.o. users are searching more frequently on social and video platforms

of users purchased a product within 30 days after discovering it on TikTok

not just advertising; it’s entry into the discovery loop that drives future demand across the digital ecosystem.

Sources: TikTok, TikTok Marketing Science Global Future of Search Study 2025 (ES Results), conducted by WARC. Data and Intelligence (1) Data refers to US users

03 Why TikTok is becoming the new center of gravity for attention

Deep dive into Generational Search Behavior

Use of platforms for online searches (% of age group, 2025)

Platform

18-28 y.o.

28-44 y.o.

Leading traditional search platform

90%

94%

TikTok

86%

64%

Online marketplaces

75%

71%

Leading AI search platform

60%

50%

2 in 3 searchers on TikTok say a central reason for using it as a search platform is that they discover useful things beyond what they were searching for

63%

86%

of TikTok searchers say a central driver of TikTok as a search platform is that the search results are relevant to them

of 18-28y.o internet users said they search on TikTok weekly, making them nearly as likely to search there as on the leading traditional search engine (90%)

On TikTok, search is not a lookup tool, it is a discovery environment where relevance and intent are formed simultaneously. Users don't arrive knowing what they want. They leave knowing what they'll buy.

Sources: TikTok, TikTok Marketing Science Global Future of Search Study 2025 (ES Results), conducted by WARC – Data and Intelligence

03 Why TikTok is becoming the new center of gravity for attention

The Power of TikTok Search in Action VERSACE

EVENTBRITE

+16%

-63%

+300% +50%

Incremental purchases

Return on Ad Spend

Time decrease to purchase

Uplift in Form Submissions

Uplift in Direct Searches

AM. EAGLE

~7x

+66%

-33%

+100%

+46%

10x

Performance vs Ind. Average

Click Through Rate (CTR) increase

Lower cost-peraction (CPA) on complete payment transactions

Higher ROAS vs. non-search ads

More efficient CPA vs. nonsearch ads

Increase in conversion rate

Versace aimed to balance brand

IE University implemented a full-funnel

Eventbrite aimed to boost discovery

American Eagle leveraged TikTok

awareness and conversion, turning

TikTok strategy combining AI-powered

among audiences seeking inspiration

Search Ads to boost product sales and

visibility into purchase intent.

Smart+ ads, Search Ads, and creator

by leveraging TikTok Search Ads to

maximize ROAS by reaching users with

Through a full-funnel, always-on strategy

content to drive qualified sign-ups and

promote live experiences.

strong purchase intent.

using Smart+ Catalog and Search Ads,

measure real conversion impact.

Through keyword targeting around

Integrated into its always-on strategy,

they captured mid- and lower-funnel

Smart+ optimized campaigns for

interests like “travel,” “food & drink,”

the campaign engaged shoppers

demand, shortening the path to

conversions, while Search Ads

and “attractions,” tailored by city, they

actively searching for products,

purchase.

captured user intent directly on TikTok,

matched user intent with relevant

effectively capturing demand further

By combining Video Shopping Ads and

turning discovery into action.

events – using authentic UGC to

down the funnel.

Catalog Ads, they enhanced product

connect naturally with TikTok’s

storytelling and drove stronger

audience.

engagement.

Sources: TikTok Success Stories: Versace, IE, Eventbrite, American Eagle

03 Why TikTok is becoming the new center of gravity for attention

Winning Brands Participate in Culture, Not Interrupt It TikTok has redefined how brand engagement is formed. Unlike traditional advertising environments, where audiences remain passive

Details on next slide

Usage intent of users per platform (% user consumption, 2025)

observers, TikTok invites participation through response, remixing, and co-creation.

On the platform, campaigns do not sit alongside content. They become part of it. Brand communication is integrated into cultural conversation,

EP 1

EP 2

EP 3

EP 4

Platform recommendation

64%

58%

23%

59%

27%

Topic specific content

22%

26%

49%

23%

48%

Specific creator

12%

Info search/ Trends

16%

12%

19%

blurring the line between entertainment and marketing.

This participatory model drives deeper interaction. A majority of TikTok users report feeling encouraged to engage with branded content, and 3

in 4 shoppers say the platform is a go-to space to discover new brands and products.

The effectiveness of this dynamic lies in authenticity. The most

96%

63%

of TikTok users believe that TikTok can help SMBs build stronger connections to their users

of TikTok users agree they feel encouraged to participate and interact with branded content more on TikTok (vs. other platforms)

successful content on TikTok mirrors organic creator storytelling rather than traditional advertising formats. TikTok has not simply captured

attention, it has reshaped how brands earn it. Sources: IAB Informe Performance en TikTok 2025, TikTok., GFK

3 in 4 Shoppers on TikTok agree that TikTok is the go-to place to discover new brands and products

03 Why TikTok is becoming the new center of gravity for attention

Real beats perfect On TikTok, seven out of ten top-performing pieces of content rely on authentic, human – centred storytelling. Relatable narratives, real people, and everyday moments consistently outperform polished production, proving that authenticity has become the most effective creative strategy for engagement. TikTok isn’t just about broadcasting, it’s about participating and being part of the conversation.

Ryanair

Duolingo

· Adopts a witty and self-aware tone,

· Transforms its mascot “Duo the Owl” into

turning customer complaints into humorous, shareable content

· Leverages trending formats and a less formal voice to build a relatable brand personality that resonates with users

· Generates millions of views, proving that humor and authenticity outperform traditional, polished advertising

· Demonstrates how being platform–native, spontaneous, funny, and real, helps brands connect more deeply with

a chaotic, meme-friendly character that

embodies TikTok culture

· Engages users by responding to comments and remixing fan content, creating a loop of interaction and visibility

· Builds a community-driven presence where users shape the narrative alongside

the brand

· Proves that personality and participation are more powerful than perfection in driving engagement

audiences

Sources: Accenture Analysis, Wired, Epicdevs

03 Why TikTok is becoming the new center of gravity for attention

Leading the Data Security Industry in Europe TikTok under Project Clover

As digital platforms become central to culture, discovery and commerce, trust is no longer a feature, it is a prerequisite.

Role-based access control to every employee, to protect

business-critical data against misuse

TikTok has made a structural commitment to data protection in Europe through Project Clover, its initiative to ensure that user data is handled with the highest standards of security, transparency and accountability.

EEA/UK data is stored in a dedicated European data enclave by default. Access controls are enforced to restrict access to European user

data and control the types of data allowed to be transmitted out of the European data enclave. Independent third-party security company provides oversight of employee access to EEA/UK personal data.

Under Project Clover, European user data is stored within the

region by default, access is tightly controlled, and independent

Independent third-party security company determines whether

the data that the contracting company collects is the data in its

third parties provide continuous oversight of how data is

accessed, managed and protected.

Independent third-party continuously assesses the robustness of Privacy Enhancing Technologies.

This approach sets a higher benchmark for the industry, reinforcing trust through transparency and external validation, and positioning data security as a core driver of long-term brand confidence.

Sources: TikTok

Independent third-party security company monitors and validates every code update of the Security Gateway. Independent third-party security company is able to speak to DPAs, cybersecurity authorities and other government agencies on its own.

Industry Standard

03 Why TikTok is becoming the new center of gravity for attention

Closing the Loop Between Discovery and Transaction The evolution of TikTok's ecosystem extends naturally into commerce. As discovery and participation became embedded within the platform, transaction has increasingly followed.

With tools such as TikTok Shop, Search Ads, and Live Shopping, storytelling and conversion now coexist within the same environment. This integration shortens the path between inspiration

-90% +2k%

411%

Cost per order vs starting period

Uplift in ROI vs starting period

Sales increase vs starting period

and action, brands can both close the loop through in-app purchases and open it by driving behavior across the broader digital ecosystem.

• Freshly Cosmetics activated TikTok's full commerce ecosystem: GMV Max, TikTok Shop, affiliate content, and paid advertising through a

When content, community, and commerce operate within the same

environment, the platform stops functioning as a media channel and starts functioning as a growth infrastructure. Discovery cost drops,

single integrated strategy with agency Cosmo5 • The result was a structural reset of their unit economics

conversion rate climbs, and ROI compounds over time. In this model, TikTok is the new bridge between inspiration and

When content, community and commerce operate within the

transaction.

same environment, transaction becomes part of the discovery loop.

Sources: TikTok

03 Why TikTok is becoming the new center of gravity for attention

The New Entertainment Operating Model

TikTok has evolved from being a platform within the audiovisual ecosystem to becoming one of its structural engines. It

concentrates cultural relevance, algorithmic discovery, participatory engagement, and embedded commerce within a single environment. What once required multiple media roles now converges inside the same operating system. This is AMPLIFeye made structural: one platform engineered to do what previously took an entire mix.

For advertisers, this changes the logic of activation. TikTok is not simply another touchpoint in the mix. It operates as a demand formation layer, where discovery precedes intent, participation amplifies reach, and commerce can close the loop.

Across generations, the platform accelerates trends, embeds brands into everyday behavior, and translates attention into measurable action, supported by a controlled, trusted infrastructure.

In this model, media planning is no longer about distributing exposure across channels. It is about activating the systems that shape how audiences discover, engage, and act.

When reach and attention translate into real business impact How attention drives measurable outcomes across the funnel Accenture Song

04 When reach and attention translate into real business impact

The Only EP Built to Measure Across the Full Funnel TikTok was architected as a data-native ecosystem, where creativity and

Available KPIs for measurement Upper funnel

performance are measured within the same environment.

Middle funnel

Lower funnel

TikTok's closed-loop design allows advertisers to observe the full user journey from first impression to final conversion. KPIs (non-exhaustive)

In-platform experiments, such as Brand Lift and Conversion Lift studies,

• • •

allow for the measurement of the platform's incremental and causal

• • • •

Views Impressions Unique Users

impact, while third-party cross-channel analysis, like Multi-Touch

assessed and comparable within broader media plans.

The implication is straightforward: every stage of the funnel is

• • • • •

CPA CPI ROAS Website Event Attributed CR

Measurement Maturity Level Holistic View

Attribution and Marketing Mix Modeling, ensure results are independently

View Through Rate Watch time User clicks Engagement Rate

Multi-Touch Atribution Model

Post Purchase Survey

Marketing Mix Modelling

Geo Experiments / Other incrementally (Store visits, …)

measurable, every claim is verifiable, and every euro invested can be Single Cell (BLS+CLS)

TikTok only

accounted for. TikTok Ads Manager

Learner Sources: 'How to effectively measure TikTok and maximize your ROI: key principles by Deloitte', February 2025. Available at: ads.tiktok.com/business/it/blog/tiktok-effective-measurement-deloitte

Multi Cell (BLS+CLS)

Split Testing

Unified Lift (BLS+CLS) TikTok Attribution Analytics

Advanced

04 When reach and attention translate into real business impact

Validated Impact Across Every Funnel Stage TikTok connects all stages of the marketing funnel within one fluid

Upper Funnel

experience. At the top, formats like TopView and Pulse Premiere provided reach levels comparable to TV while maintaining the intimacy and relevance of mobile. This large-scale visibility drove a significant absolute lift in Awareness across all audiences.

In the mid-funnel, participatory content and collaborations with creators translate visibility into consideration. Middle-funnel campaigns in 2025 delivered strong conversion performance, with average conversion rates reaching 17.6% across audiences.

16.9%

+25%

5.5%

2s View-Through Rate in Upper-funnel campaigns (2025)

more Awareness with infeed video + 2x high impact format ads

Avg. Absolut Lift in Awareness in 2025

Middle Funnel

17.1%

17.6%

2s View-Through Rate in Consideration campaigns (2025)

Avg. Conversion Rate in Middle-funnel campaigns (2025)

At the bottom of the funnel, conversion formats such as Smart+, Search Ads, and Live Shopping close the loop, enabling users to purchase

Lower Funnel

seamlessly and brands to attribute results with precision. This resulted in 21.4% conversion lift in purchase across lower-funnel campaigns.

The outcome is a single, integrated journey where discovery, engagement, and transaction coexist naturally. Sources: TikTok internal data, Spain, 2025

21.4%

14%

Avg. CVR Relative lift in Purchase (2025)

Avg. Conversion Rate in Lower-funnel campaigns (2025)

04 When reach and attention translate into real business impact

Only Measurable Attention Has Commercial Value Comparative Performance Uplift

In the past, reach was the primary currency of media planning. Today, effectiveness is defined by attention, and the ability to prove its impact.

19%

25%

Lift on Ad Recall

Lift on awareness

Lift on intent

Advertisers increasingly prioritize platforms that combine immersive engagement with transparent measurement frameworks.

In TikTok using In-Feed Video + High Impact Format

Attention now acts as the bridge between storytelling and performance, connecting brand building with commercial activation.

AMPLIFeye puts it simply: Reach and Attention are not competing priorities, they are a single formula. TikTok is the only platform built to deliver both at scale, turning media investment into measurable business

Case evidence

How Leroy Merlin Spain unlocked higher ROAS with TikTok Smart+ Catalogue

+60%

-30%

Higher ROAS vs. manual campaigns

Lower cost per conversion (CPA)

Higher ClickThrough Rate (CTR)

impact.

The data consistently shows that platforms capable of sustaining high-quality attention deliver stronger ROI per euro invested.

Sources: TikTok Internal Data, EUI BLS Analysis Q1'2023–Q3'2024. High Impact Formats include Pulse, TopView, Top Feed, Branded Mission, Branded Effect, Magic Numbers MMM study (2021–2023). Leroy Merlin Spain x TikTok Smart+ Catalogue, 2025. ads.tiktok.com/business/es/inspiration/leroy-merlin-roas-automation

04 When reach and attention translate into real business impact

Brand Connection Translates Into Measurable Commercial Growth In today’s media landscape, audiences are no longer passive viewers. They participate, create, and influence purchasing decisions. The

value of media is no longer measured by visibility alone, but by its ability to inspire meaningful action. Evidence across discovery, intent, and trust

On TikTok, interaction is embedded into the experience. Discovery, engagement, and transaction coexist within the same environment, reducing friction between storytelling and conversion.

This dynamic positions TikTok not merely as an entertainment channel, but as a growth engine. In Spain, brands increasingly

64%

+41%

TikTok users have discovered new products and services in TikTok in the last month (vs 56% avg across other platforms)

Increase in brand trust after viewing an ad on TikTok*

evaluate success not only by awareness, but by intent, trust, and commercial activation.

In a saturated content ecosystem, competitive advantage belongs to platforms that transform attention into measurable business impact.

Sources: Accenture & TikTok Whitepaper – Incrementality (2025) , Accenture – The New Era of Brand Marketing, *TikTok Drives Brand Trust Study 2022 commissioned by TikTok Marketing Science, EU and executed by Edelman Data and Intelligence

04 When reach and attention translate into real business impact

Higher Attention Environments Consistently Produce Higher ROI Engagement on TikTok is not a passive metric. It is an early signal of commercial intent.

Every interaction, from a view to a click to participation in a branded challenge, reflects active attention. Unlike passive exposure, these behaviors indicate users are processing, responding, and moving

Dia, Pepsi & KFC TikTok Joint Campaign | During TopView Activation Top View format

High-impact format

+19%

+8%

+24%

+21%

+18%

+28%

Click Through Rate

Engagem. Rate

Average Playtime

Lift in app installs

Lift in add-tocart actions

Lift in add-tocart

closer to action.

Its full-screen, sound-on, and algorithmically personalized design

High Engagement

sustains longer attention spans and deeper emotional connections.

drives

Measurable Performance

This intensity converts engagement from a soft signal into a measurable growth driver.

On TikTok, interaction is not the end of the journey, it is the beginning of conversion.

Sources: TikTok internal data 2025, TikTok Success Stories: Dia, Pepsi & KFC

+18%

+8%

+15%

Lift for Apps Installs

Lift for Complete payments (web + app)

Lift for Add to cart Actions

04 When reach and attention translate into real business impact

The New Audiovisual Mix for Advertisers For marketers, this hybrid environment demands a new approach to

Cross-Platform Incrementality in Action

planning. Leading advertisers are now designing integrated entertainment mixes that combine linear, streaming, and social to maximize reach and engagement.

Campaigns that include TikTok alongside TV or OTT, for example,

1.7x

70%

Higher ROAS for paid media on TikTok vs measured TV average

Of sales driven by TikTok were from incremental customers; 20%-30% higher than other digital platforms

achieve +10% incremental reach and deliver brand recall lifts above +15%, demonstrating how social complements premium video rather

Case examples

than competing with it.

Platforms like TikTok act as the connective tissue of the new

entertainment plan – extending stories beyond the living room, turning viewership into active participation, and amplifying the cultural relevance of brands. In this new model, every screen contributes to one unified goal: capturing sustained attention.

Combining TikTok + TV doubled Sales Lift for Danone

Rimmel efficiently extended reach with TikTok

1.54%

+10.4%

TikTok iROAS, surpassing LiveRamp Benchmarks

Lift in Sales with TikTok + TV

TikTok efficiency in incremental reach vs TV

TikTok efficiency in incremental impacts vs TV

Sources: : TikTok Internal Data, EUI BLS Analysis Q1’2023-Q3’2024, LiveRamp Sales Lift Study, France, Q1 2024; Kantar Incrementality Study, Italia; Fospha State of eCommerce Report Q1 2024, EMEA/US; TikTok Marketing Science; CPG Media Mix Model Meta-Analysis, UK, Conducted by Nielsen, 2022

04 When reach and attention translate into real business impact

TikTok's ROI Advantage Holds Across Every Industry TikTok’s performance is not confined to a single vertical. It scales

Retail and ecommerce

Auto

across categories with different purchase cycles, audience profiles,

+21%

+47%

+42%

2.2x

Avg CVR Rel lift in purchase (2025)

YoY increase in Avg CVR Rel Lift in purchase

Conversion Rate vs Benchmarks

TikTok efficiency vs Total Digital

and strategic objectives.

From retail and FMCG to finance and automotive, brands leverage the same structural drivers (participation, cultural relevance, and algorithmic discovery) to convert attention into measurable outcomes.

What varies is the message. What remains consistent is the impact.

Whether the objective is purchase, app installs, recall, or efficiency, the underlying pattern holds: when creativity and participation

TikTok results

Mercedes – Benz Campaign results

FMCG

Finance

+13%

+26%

+16%

+318%

rel Lift for installs w. Smart+

rel Lift for Purchase w. Smart+

Ad Recall

ROAS vs Circana benchmark

Imagin Campaign results

Fashion

Danone Campaign results

Sport, Entert. & Educ.

converge, results follow.

TikTok’s adaptability allows industries to tailor activation strategies without sacrificing performance.

+14%

+10%

Avg CVR Rel lift in purchase (2025)

Industry weight in TikTok

TikTok results Sources: IAB Social Media 2025, TikTok What’s Next Shopping Trend Report 2024, The search before the search - WARC 2025, Commerce Redefined TikTok Marketing Science US, Commerce Landscape Study 2024; TikTok Marketing Science EUI TikTok for Full Funnel Research 2023 conducted by Material; *Indicates a statistically significant difference vs. TikTok at 95% confidence interval.

28%

+100%

Avg CVR Rel lift YoY increase in in purchase Avg CVR Rel Lift (2025) in purchase TikTok results

04 When reach and attention translate into real business impact

In High-Attention Environments, Brand and Performance Compound TikTok demonstrates that brand building and performance are not competing priorities. Within a participatory, recommendation-led

Glow For It x TikTok Shop: brand building driving performance

ecosystem, they reinforce each other. Glow For It turned cultural visibility into measurable performance Campaigns rooted in cultural relevance and creator collaboration do more than generate short-term KPIs. They strengthen brand equity, deepen emotional connection, and accelerate conversion simultaneously.

By strengthening brand presence on TikTok and connecting with new audiences through authentic creator collaborations, the brand built lasting awareness that directly translated into growth

On TikTok, visibility is not static exposure. It is active participation. As brand perception strengthens, measurable outcomes follow.

This dynamic challenges the traditional separation between upper-

funnel and lower-funnel objectives. In this environment, brand equity directly fuels commercial growth.

Sources: TikTok Success Stories: Glow for It

73%

160%

Revenue increase within 1 month ($68K coming directly from Creators)

Uplift in affiliate sales within 1 month

04 When reach and attention translate into real business impact

McDonald’s Success Story: Revealing TikTok's True Impact with Marketing Mix Modelling

McDonald’s increased its investment in TikTok by 42%, underscoring how the platform was key to its growth through TopView and creatorled campaigns. A Marketing Mix Model with Annalect confirmed TikTok as the most efficient digital channel, driving +8% higher ROI and +15% stronger TopView results, proving cultural relevance drives real sales.

x1.5

+8%

+15%

ROAS Digital Media vs Offline Media

efficiency vs other Paid Social platforms

contribution using Premium Formats

Sources: TikTok Success Stories: McDonalds

Creator Marketing

Promotional Marketing

Authentic Content

04 When reach and attention translate into real business impact

Volkswagen Success Story: Measuring What Really Drives Performance

TopView

Pulse Premiere

11%

+30%

efficiency of overall digital media channels

of total digital incremental performance

year over year incremental contribution

The objective was to evaluate how each

By reallocating investment to premium formats

channel contributed to Volkswagen’s

like TopView and Pulse, Volkswagen boosted

business results through a data-driven,

incremental performance +30% YoY, uniting

unbiased approach.

creativity with measurable ROI.

This methodology provided a clear view

The MMM allowed Volkswagen to reallocate

of what truly drives performance and

funds from underperforming channels,

guided smarter media investment

including Programmatic and Display, towards

decisions.

TikTok for greater returns.

A Media Mix Model with Annalect positioned TikTok as 3× more efficient than other digital channels.

Sources: TikTok Success Stories: Volkswagen

04 When reach and attention translate into real business impact

CUPRA x Rosalía Success Story: Mass Engagement

CUPRA partnered with TikTok to launch the global #CUPRAxROSALIA campaign, its first-ever multi-country

The activation combined creativity and community, achieving

Branded Mission, inviting users to reinterpret Rosalía’s

over 2.8B video views and 480K+ video creations.

“Abcdefg.”

By connecting culture, music, and innovation, CUPRA turned

participation into awareness, delivering +32% Awareness Lift and +51% Ad Recall Lift across markets.

+51%

+32%

+12%

Ad recall (relative lift increase)

Awareness (relative lift Increase)

Engagement Rate (vs benchmark)

Interactive Content

Sources: TikTok Success Stories: CUPRA

04 When reach and attention translate into real business impact

Discovery Beyond the Platform Multiplies the Return TikTok operates both as a closed-loop commerce environment and as a demand catalyst beyond its own ecosystem. While in-app shopping and

integrated formats allow brands to convert directly within the platform, TikTok’s influence does not stop at transaction. It stimulates broader search behavior, retail visits, and cross-channel purchasing.

This is the open loop effect. Discovery on TikTok frequently triggers action elsewhere, from branded search on Google to visits to ecommerce sites or even in-store purchases. In many cases, TikTok initiates the customer journey rather than completing it.

45%

11%

Of TikTok users, searched for more information on TikTok after discovering something on the platform

of online buyers, search for information on TikTok before making a purchase

1 in 5

70%

TikTok Search users have made a direct purchase via the Brand’s site or TikTok Shop after a search on TikTok

of TikTok users say TikTok’s search results are more engaging and entertaining than other platforms

68%

64%

of shoppers on TikTok agree that TikTok makes it easy to find more of their favorite brands, products or services

of TikTok users have discovered new products or services on TikTok in the past month (vs 56% other platforms)*

In Spain, a significant share of users search for additional information after discovering something on TikTok, and a meaningful portion of

online buyers consult TikTok before purchasing. The platform acts as a demand ignition layer across the broader digital ecosystem. The result is a dual capability: measurable closed-loop conversion and scalable open-loop influence. Together, they amplify the effectiveness of the entire media plan.

Sources: IAB Social Media 2025, TikTok What’s Next Shopping Trend Report 2024, The search before the search - WARC 2025, Commerce Redefined TikTok Marketing Science US, Commerce Landscape Study 2024; TikTok Marketing Science EUI TikTok for Full Funnel Research 2023 conducted by Material; *Indicates a statistically significant difference vs. TikTok at 95% confidence interval.

04 When reach and attention translate into real business impact

Structurally Higher ROI Than TV and OTT Across Industries The ROI differential is not confined to a single category. It holds across structurally different industries.

ROI by Industry (TikTok vs. TV/OTT) 2026 Spain

6,76

From high-consideration sectors such as Automotive to highfrequency categories like FMCG and Retail, TikTok demonstrates

4,49

stronger predictive ROAS compared to traditional TV and OTT

2,53

environments.

This consistency signals that the uplift is structural rather than situational. It reflects how attention concentration, recommendation-

1,85

1,81

1,51

1,26

0,98

1,26

0,98

Auto

Retail

Food

Personal Care

Electronics

+51%

+45%

+37%

+35%

+29%

led discovery, and integrated conversion pathways compound

TikTok ROI

TV + OTT ROI

economic returns.

When performance differentials persist across categories, they

+ 29%

indicate a systemic advantage rather than isolated campaign

minimum ROI uplift vs. TV + OTT across every industry measured in Spain

success.

Source: Predictive ROI output (PROI) ROAS are the center point of the predictive interval generated by PROI, a machine-learning predictive model trained on Circana Compass MMM data and TikTok shared performance metric data. Spain, February 2026. Confidential & Proprietary.

TikTok demonstrates consistently higher predictive ROI vs. linear TV and OTT

04 When reach and attention translate into real business impact

TikTok Works Harder than its Budget Share The open loop effect has a measurable consequence: TikTok consistently generates more value than the share of budget allocated

to it.

Most platforms earn their keep. TikTok over-delivers. In every industry studied in Spain, the share of incremental revenue driven by

+4pp

5/5

contribution premium over spend share in Automotive, the strongest efficiency gap across all industries

industries in Spain where TikTok's contribution share exceeds its spending share

3.3%

85%

avg. upper funnel contribution share vs. 2.1% avg. investment share

of Dentsu campaign evaluations in 2025 recommended maintaining or increasing TikTok investment

TikTok exceeds its share of total media spend, not marginally, but structurally.

An advertiser investing 6% of their media budget in TikTok captures up to 10% of total incremental revenue. That gap is not a campaign anomaly. It holds across Automotive, Food, Retail, Personal Care, and Consumer Electronics.

Dentsu's MMM data across 40+ models in Spain confirms the pattern beyond FMCG: in the upper funnel, a 2.1% average investment share

The data that follows shows this efficiency translating into concrete ROI across every measured industry in Spain, not as an average, but category by category.

produces a 3.3% average contribution share. The channel earns more than it costs at every stage of the funnel. Sources: Circana PROI — machine-learning model trained on Circana Compass MMM data and TikTok shared performance metric data, Spain, February 2026. Dentsu AI Lift MMM & Direct, Spain, December 2025. Confidential & Proprietary.

04 When reach and attention translate into real business impact

From Attention to Accountability

The evidence is clear: performance is no longer driven by exposure alone, but by the ability to convert attention into

measurable outcomes.

Across industries and across the full funnel, TikTok demonstrates structural impact. AMPLIFeye is the organizing principle behind this: a platform built to amplify both the width of reach and the depth of engagement, translating every interaction into accountable growth. It combines cultural relevance, participatory engagement, and accountable measurement within a single ecosystem.

For advertisers, this shifts the planning paradigm. The objective is no longer to maximize reach in isolation, but to activate environments where awareness builds memory, engagement drives action, and every euro is tied to performance.

In this new audiovisual landscape, competitive advantage belongs to brands that align with platforms capable of transforming participation into growth.

How advertisers and agencies can win in the new attention economy Unlocking incremental reach, deeper engagement and new growth opportunities through smarter platform strategies and stronger partnerships Accenture Song

05 How advertisers and agencies can win in the new attention economy

The New Wave of Entertainment is Digital Based Spain’s audiovisual transformation is still unfolding. After a decade of

Structural Growth Shift (Spain 2023 - 2028)

digital acceleration, the market is entering a new phase defined not by

disruption, but by structural convergence.

Linear television is stabilizing, while OTT video, digital advertising, gaming, and immersive formats continue to grow at structurally higher rates. Capital is reallocating toward environments where attention is mobile, participatory, and measurable.

This is not a cyclical rebalancing. It reflects a long-term shift in how

2023 Revenue (M€)

2028 Expected Revenue (M€)

CAGR 2023 2028

Traditional TV (Linear + Pay TV)

3,377

3,172

-1.2%

OTT Video (SVOD + TVOD + AVOD)

2,452

3,690

+8.5%

Internet Advertising (Video, Display, Search)

4,580

6,521

+7.3%

Video Games & esports

2,142

2,788

+5.4%

+12.4%

entertainment, commerce, and media intersect.

For advertisers, the implication is clear: the growth curve remains steep, and positioning within it is still being written.

Sources: Entertainment and Media Outlook 2024 – 2028, Spain; Accenture Analysis

Virtual & Augmented Reality

05 How advertisers and agencies can win in the new attention economy

Next-Gen Platforms Combine Content, Commerce and Impact The next generation of EPs is not defined by format, but by capability.

Next generation platform capabilities (TikTok, EP2, OTT1)

EP 2

Competitive environments are now built on: • Multi-format content ecosystems • Real-time interaction • Algorithmic personalization • Integrated commerce layers

Multi-format Content Ecosystem Short video, live, long-form, interactive

Live & Real-Time Experiences Events, sports, interactive live moments

• Cultural scalability

Data-Driven Personalization

Short-form, live, long-form, and shoppable formats are converging into

Interactivity & Immersion

AI algorithms, predictive recommendation

participatory ecosystems where awareness and engagement reinforce

Participation, co-creation, or real-time feedback

each other continuously.

Cross-Media Convergence Integration of entertainment, commerce, and community

TikTok is not a media option to consider alongside the mix, it is the

Scalability & Cultural Relevance

growth infrastructure the next phase of entertainment is being built on.

Global adaptability, trend participation, local resonance

Integrated eCommerce & Shop In-app purchase, shoppable formats, live commerce Sources: Accenture Analysis

OTT 1

05 How advertisers and agencies can win in the new attention economy

Structural Brand Advantage Is Built Before Purchase Intent In high-penetration markets like Spain, awareness is no longer a

Structural advantage is built where culture shapes memory before purchase

question of coverage. It is a question of salience.

The brands that win in the next phase of audiovisual growth will not merely accumulate impressions, they will embed themselves in culturally central environments.

Habits Cultural

Embedding

Entertainment has become the new universal language. Platforms that

operate daily, habitually, and socially exert disproportionate influence

Memory Mental Availability

over memory structures and brand perception.

Mid-funnel performance increasingly depends on being present within these environments before purchase intent emerges.

Action

Conversion This is where structural brand advantage is created.

05 How advertisers and agencies can win in the new attention economy

Early Movers Own the Attention Everyone Else Will Pay For Every major media transformation rewards early architectural decisions. Brands that embraced television early built decades of share-of-voice

The compounding effect of early investment (sales/week, media spend/week, Spain)

leadership. Those that invested early in digital and social captured disproportionate engagement before competition intensified. The same dynamic applies today.

As next-generation entertainment ecosystems scale, pricing efficiency

Always on as a part of the performance marketing strategy

Limited Campaign Period

remains relatively favorable and cultural territory is still open. Early

adopters do not simply buy media, they shape behavioral norms and embed themselves within emerging attention systems. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 2324 25 26 27 28293031 32 33343536 37 38394041 Week

Independent measurement frameworks, including Marketing Mix Modelling analyses, increasingly confirm that integrated entertainmentled strategies deliver stronger incremental contribution to total ROI than isolated channel allocations. Structural impact compounds over time. ROI is not the starting argument, it is the validation. Brands that build attention equity today compound returns tomorrow.

Sources: Dentsu - Short and Long-term ROI of TikTok

TikTok sales effect

Media Spend

05 How advertisers and agencies can win in the new attention economy

The Winners In Advertising Will Master the Integrated Ecosystem

The brands that win will master AMPLIFeye, orchestrating reach and attention as a unified system.

The audiovisual market is not simply evolving, it is restructuring around attention systems that integrate culture, participation, and measurable performance. The brands that win will not be those with the most reach. They will be the ones that best orchestrate attention across complementary roles within the media mix.

TikTok sits at the center of this shift: discovery, cultural relevance, and integrated commerce in a single

platform. MMMs consistently confirm it delivers stronger ROI than traditional channel allocations.

The implication is strategic, not tactical: design for participation, build cultural salience before the market saturates, and activate accountable attention before the cost of entry rises.

The window is open. The data is clear. The time to act is now.

Appendix 01.

Channel Classification Framework

02.

Sources & Data Inputs

03.

GfK Study Methodology

Channel Classification Framework per Device Net Platforms1

Entertainment Platforms (EP) EP 1: Instagram, EP2: Youtube, EP3: Facebook, EP4: Pinterest

OTT

SVOD2: Netflix, Prime Video, Disney+, HBO Max, Entert. Platformsple TV+, SkyShowtime, Crunchyroll, Lionsgate+ Pay TV: Movistar+ Vodafone TV Orange TV Spanish Broadcasters: Atresplayer, Mitele; RTVE Play, Canal Sur Más, 3Cat, EITB Nahieran, Agalega Other: Pluto TV, Filmin, DAZN

Main Channels

1. Net platforms: EP with the highest relevance in the market 2. SVOD: Global Subscription Streamers

rtve: La 1, La 2, 24 Horas, Clan, Teledeporte Atresmedia: Antena 3, La Sexta, Neox, Nova, Mega, Atreseries Media España: Telecinco, Cuatro, FDF (Factoría de Ficción), Divinity, Energy, Be Mad, Boing Other: Paramount Channel, DMAX, TEN, Real Madrid TV, TV3, ETB, Canal Sur, Telemadrid, Aragón TV, Castilla-La Mancha Media, 13TV, DKISS

Sources & Data Inputs GfK (GfK DAM) Official digital measurement currency in Spain. Provides cross-media behavioral data across TV, OTT, and digital platforms. Nationally representative panel enabling reach, overlap, and audience analysis.

IAB Industry body delivering market research on digital media and advertising investment. Tracks usage trends, platform adoption, and budget evolution. Provides macro context for media and consumer behavior shifts.

TikTok Marketing Science Platform and third-party studies measuring brand and performance impact. Includes Brand Lift, Conversion Lift, and Marketing Mix Modeling. Validates full-funnel effectiveness and ROI outcomes.

1. Net platforms: AP with the highest relevance in the market 2. SVOD: Global Subscription Streamers

GfK Study Methodology The study evaluates TikTok’s role in Spain’s audiovisual ecosystem as both an EP and a key advertising channel alongside linear TV, OTT, and EP. It delivers a 360º view of media consumption by integrating digital and TV behaviors to inform media strategy and planning. The sample is weighted to match national socio-demographic distributions and is fully representative across age, gender, socioeconomic level, and geographic regions Objectives

Methodology

Sample Profile

1. Quantify TikTok consumption vs. TV, OTT, and other AP

• Universe: Spanish population 18+ (37.2M individuals)

Gender: 50% Male / 50% Female

2. Identify key consumption moments (time slots, devices, profiles)

• Sample: 20,000+ digital panelists 7,020 with TV profiling

Age Distribution: Strong representation

• Scope: Cross-media integration of: TV, OTT and AP 3. Segment audiences by age, gender, region, and socioeconomic level

Data → Insights → Mix Optimization → Efficiency

Regions: National coverage (North-West, North, East, Center, South, Canary Islands)

Historical digital data available since 2022 Enhanced with declared TV consumption per user Source: GfK DAM1

1. GfK DAM: Official digital measurement currency in Spain

Socioeconomic Levels: IA1 to IE2 balanced distribution

4. Detect complementarities between TikTok and other channels 5. Define media mix strategies to maximize reach and efficiency

across all adult cohorts (46.4 average age)

Household Composition: 33% 2 members 30% 3 members 26% 4 members 11% singleperson