A comparison of the traditional and online media audiences in Spain / Comparación de las audiencias tradicional y online de los medios en España

This study is a compara ve analysis of tradi onal media audiences and their digital extensions. The purpose of the analysis is to determine if there is a rela onship between the audience of a newspaper, radio, or television and that of its digital counterparts. In order to explore if there is a rela onship between online and tradi onal audiences, a quan ta ve analysis is carried out by applying the Pearson correla on coe cient to the audience informa on obtained from the General media survey (EGM, Estudio general de medios). The results show that a correla on does exist between online and tradi onal audiences in the types of media analyzed (Pearson’s r = 0.682).