IAG launches new media firm offering brands access to 122 million travelers annually
International Airlines Group (IAG), owner of British Airways and Iberia, is offering businesses and brands access to 122 million travelers a year through its new media and advertising firm. On November 12, 2026, the company launched IAG Media, aiming to bring together advertising across all IAG airlines for the first time. As well as the UK’s British Airways and Spain’s Iberia, IAG also owns Aer Lingus, Vueling and LEVEL. With such an interlinked advertising framework, IAG believes it can use its scale, customer insights and growing onboard connectivity to help brands reach travelers at various points in their journey. Lukas Wunderlich / Shutterstock This will include digital channels, such as in-flight entertainment and the Starlink Wi-Fi login portal, as well as advertising in airport lounges and inflight magazines. Nacho Tovar, CEO of IAG Media, described travel as “one of the few moments when people are open to discovering new things,” and suggested that the new platform can “put brands right there with them”. “It brings together the scale of more than 122 million customers with the breadth and diversity of our leading airline brands,” Tovar said. “Each of our airlines serve different customers and markets, giving us access to a highly diverse audience. By combining those insights with on-board connectivity, we can help brands reach customers with advertising that is much more relevant.” Tovar added: “Our ambition is to build IAG Media into the leading travel media network." According to IAG, its strategy is to develop “capital-light, complementary businesses” and “diversify revenue streams” to “create new sources of long-term value”. “Brands will also be able to work with IAG's in-house creative studio, which uses generative AI tools to produce content at speed, combining content production with access to IAG Media’s customer insights and advertising channels,” IAG Media said. RELATED A380 startup Global Airlines ordered into compulsory liquidation by UK court