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 *


MEDIA

GLOBAL

LATAM & USA

ONLY LATAM

USA

SPAIN

El País

7,480,000

522,200

448,200

74,000

6,120,000

El Mundo

6,120,000

181,600

141,100

40500

6,120,000

ABC

6,120,000

2,198,700

368,700

1,830,000

1,830,000

Clarín

5,000,000

5,176,600

5,102,600

74,000

246,000

El Universal

3,350,000

3,075,300

2,940,300

135,000

60,500

El Comercio

2,740,000

2,507,700

2,458,200

49,500

368,000

La Vanguardia

1,220,000

29,380

22,780

6,600

1,220,000

La Jornada

1,000,000

1,041,460

1,008,360

33,100

18,100

Milenio

823,000

720,710

680,210

40,500

12,100

El Nacional

550,000

331,710

316,910

14,800

22,200

Proceso

450,000

416,920

394,720

22,200

9,900

Excelsior

450,000

420,480

379,980

40,500

8,100

La Opinión

368,000

214,123

199,323

14,800

135,000

Reforma

301,000

273,100

263,200

9,900

9,900

El Mercurio

201,000

202,400

198,000

4,400

8,100

El Nuevo Herald

165,000

112,700

22,200

90,500

14,800

La Raza

18,100

13,668

3,768

9,900

590

El Diario La Prensa

3,600

2,990

590

2,400

58


*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).

El Mundo Vs. El País in Spain

El Mundo Vs. El País globally

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Portada Staff

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