Advertising investment in Spain has been growing for the last five years. In 2018, the increase was 2%, to reach 12,835.5 million euros. The conventional media (television, digital, newspapers, radio, exterior, magazines, cinema and Sunday supplements), which represent 42.9% of the total, grew by 2.9%, while the unconventional ones, which represent 57.1%. %, they did 1.3%.
Television is the conventional medium that accumulates more advertising investment. In 2018, advertisers allocated 2,127.2 million euros to television support, which 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%).
On the other hand, the digital medium, second by volume of advertising investment, experienced the most important growth: 12.6% and 1,743.2 million euros. Radio advertising (3.3%), outdoor advertising (2.8%) and cinema (3.2%) also increased.
The following graphs allow analyzing the evolution of advertising investment in Spain during the last five years, from 2014 to 2018.
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