Teads presents Contextual Chronicles 2024, a journey through content consumption in the media related to important events in 2024. Teads Media Barometer is an innovative contextual analysis tool that studies content consumption data in more than 3,000 media outlets. The tool is available exclusively through TAM (Teads Ad Manager).

Teads Media Barometer analyses, thanks to Teads' data intelligence and technology, the reading behaviour in the media of millions of Internet users in each country. Although it is not a panel, Teads' coverage in Spain (92%*) makes the data a representative set of the digital population.

66% of Internet users read online newspapers daily and 54% read the newspaper only through its electronic edition*. The analysis of their reading habits reflects the impact that events and news of all kinds have on the interest of readers. And it is also an interesting tool to help brands predict their behavior.

To illustrate the use of the tool, some of the outstanding cultural, social and sporting moments of 2024 have been analyzed; from Taylor Swift's tour to Rafa Nadal's farewell or the US elections.

Knowing the moment in which the audience awakens its interest in certain seasonal or recurring events helps to identify the best moment for a campaign. For example, in the Contextual Chronicles 2024 analysis we see how around May 15, a month before the start of the Euro Cup, interest in reading about the event is already awakened and this extends until August 3.

Discovering the demographic profile interested in certain topics helps us to better understand the audience. In the Contextual Chronicles 2024 analysis, the profile of two Chanel N5 ambassadors is compared. Margot Robbie, the current brand ambassador, has a younger profile, specifically 41% more readers between 18 and 34 years old than her predecessor, the American Nicole Kidman.

Knowing the context in depth helps brands to better identify the interests of their audience. Musically speaking, for example, what is most listened to on music platforms does not have to coincide with what generates the most interest in terms of reading. The list of artists that we have read the most in Spain throughout 2024 is headed by Taylor Swift, Shakira and Karol G. However, the most listened to on Spotify were Myke Towers, Bad Bunny and Feid. The 3 artists most read about in the media have either been on tour in 2024 (Taylor Swift – Eras Tour – or Karol G – Mañana Será Bonito Tour -) or are preparing their tour for 2025 (Shakira – Las Mujeres No Lloran World Tour -)

Teads Media Barometer is a 100% cookieless tool that focuses on the analysis and semantic categorization of editorial content, helping brands make their messages more relevant and capture the attention of consumers. For Santiago Oliete, General Manager of Teads, “taking the pulse of the content that resonates with news readers is strategic to influence the relevance of campaigns and achieve a significant impact.”