Digital advertising accounts for 46% of Spain total advertising

Digital advertising accounts for 46% of total advertising investment in Spain.

Digital advertising is fast becoming the main option for advertising in Spain. In a year on year comparison, digital advertising has experienced an investment increase of 7.3%, obtaining 1,205.5 million euros in the first six months of the year and already accounts for 46.09% of total advertising investment in Spain, according to data provided by Infoadex.

Within this area, the highest performance was in social media, where the volume of advertising investment grew by 9.9%, from 299.2 million euros to 328.8 million euros during the period under analysis. 

Search increased its figure by 7.0% with an investment of €408.1 million compared to the €381.6 million it obtained in the same period of 2021. The website also increased its investment figure by 5.9%, reaching a volume in the first half of the year of 468.6 million euros. 

The second medium by investment would be television, which aggregates an advertising investment of €830.2 million, -5.0% less than the €873.7 million in the same period of 2021. Radio, which ranks third in terms of investment, stands at 208.3 million and a growth of 9.6%, above the fourth medium, newspapers, whose figure in this first half of the year amounted to 147.2 million euros. In the case of outdoor advertising, the figure represents an increase of 33.8% to 145.6 million euros. Magazines obtained an investment figure of 69.3 million euros in the period January-June 2022, which translates into an increase of 6.4%. 

Spanish companies increase advertising investment

According to the data provided by Infoadex, in the first six months of the year, advertising investment has grown by 4.2% compared to the equivalent period of the previous year, reaching 2,615.4 million euros, compared to the 2,509.5 million euros in the period January-June 2021. 

In June, advertising investment grew by 0.2% from 541.8 million euros in 2021 to 543.2 million euros.