Montoya, Everywhere: A Cross-Media Analysis of a Viral Phenomenon

We followed Montoya’s race through Spain, France, and Italy to measure its true reach, reveal the duplications created between linear and digital environments, and analyze its impact on key segments such as Low TV Viewers. A viral phenomenon transcends networks, shows, media, and even borders, becoming content that circulates globally, sparks social media conversations, inspires memes, and even integrates into brand strategies. This is what happened with Montoya and his race on the beach: a moment born in the Spanish reality show La Isla de las Tentaciones that, amplified across multiple platforms, has turned into an international cross-media success.

But how can we accurately measure the impact of such a phenomenon?

FLUZO’s methodology, based on ACR audio technology, allows us to track these phenomena across the entire media ecosystem, unifying the measurement of TV and digital. Thanks to its iconic audio (“Montoya, ¡por favor!”), we’ve mapped its spread in Spain, France, and Italy to provide brands with crucial data on the value and impact of this type of content.

• We measure its true reach;
• We reveal the duplications created between linear and digital environments;
• We analyze its impact on key segments such as young people and Low TV Viewers.