It’s all about brands, also about media brands. Which are the top searched newspapers in the Spanish world (U.S. Hispanic, Latin America and Spain)? Below are some rankings we have compiled via Google Analytics.
Global and local searches of main newspapers in Spanish *
LATAM & USA
El Nuevo Herald
El Diario La Prensa
*Exact monthly searches by search term
* Source: Google Adwords, Keywords Tool
To analyze this data it’s important to understand that there are unrelated search terms that can collide with the names of this newspapers, for example: someone searching for “El Mundo” could be either searching for the newspaper of that name, or for information about “the world” (literal translation). Regardless of the “statistical noise” this creates, the numbers are consistent by geographic area and country, in the sense that searches are much higher in the countries these newspapers are published.
It should also be noted that some terms can refer to two media properties. That is the case of ABC, which is both a newspaper in Spain and a TV Network in USA.
El Universal leads in U.S, El Nuevo Herald comes second.
Mexican newspaper, El Universal, leads the list of searches in USA. This is if we take out ABC, because of the noise created by people searching for both the Spanish newspaper and the USA TV Network of the same name. El Nuevo Herald ranks second place, beating international media from Spain, El País and El Mundo, and Clarin from Argentina; but not by far.
Other than El Nuevo Herald, local USA searches show foreign media might have a bigger presence in USA than local newspapers. La Opinion, La Raza and El Diario La Prensa show smaller numbers than most big newspapers from other countries.
El Mundo and El Pais tie for first place globally
Both newspapers from Spain, El Mundo and El País, tie for first place in global searches according to Google Adwords tools. To break this tie, we used Google Trends, which doesn’t give us a number of searches, but and index from zero to one with which we can compare both media. The result? El Mundo wins in its own country and globally, but in Spain the fight is a bit closer (see charts below).