Advertising investment in Spain has been growing over the last five years. In 2018, the increase was 2%, reaching 12,835.5 million euros. Conventional media (television, digital, newspapers, radio, outdoor, magazines, cinema, and Sunday supplements), which represent 42.9% of the total, grew by 2.9%, while non-conventional media, which account for 57.1%, grew by 1.3%.
These data are provided by the "Study of Advertising Investment in Spain 2019" carried out by InfoAdex, which analyzes the estimated real investment of the Spanish advertising market.
Television continues to be the conventional medium that accumulates the most advertising investment. In 2018, advertisers allocated 2,127.2 million euros to television support, which, however, experienced a small decrease of 0.8% in investment.
Other media that lost advertising investment last year in Spain were newspapers (-5.9%), magazines (-5.1%), and Sunday supplements (-6.7%).
In contrast, digital media, second by volume of advertising investment, experienced the most significant growth: 12.6%, reaching 1,743.2 million euros. Radio (3.3%), outdoor advertising (2.8%), and cinema (3.2%) also increased their advertising revenue.
The following graphics allow analyzing the evolution of advertising investment in Spain during the last five years, from 2014 to 2018.
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