Advertising in Spain - statistics & facts

It is official: Spain’s advertising market has finally beat the pandemic blues. Ad spending managed to surpass pre-COVID values in 2024, signifying a return to stable growth in nearly all formats. The industry sector with the highest investments in advertising was the distribution and catering one, while Procter & Gamble was the largest advertiser.

Advertising spending: **bn EUR

Medium with highest ad spending: Internet

Top advertiser: Procter & Gamble

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Current statistics on this topic

Leading advertisers in Spain in 2024, by advertising spending (in million euros)

Brands & Leaders

Highest spending advertisers in Spain 2024

Distribution of advertising spending in Spain in 2023 and 2024, by medium

Traditional advertising

Distribution of advertising spending in Spain 2023-2024, by medium

Attitudes towards online advertising in Spain as of June 2025

Advertising & Marketing

Attitudes towards online advertising in Spain 2025

Overview

Advertising spending in Spain 2018-2024
Advertising spending in Spain 2018-2024
Advertising spending in Spain from 2018 to 2024 (in million euros)
Ad spending growth in Spain 2019-2024
Ad spending growth in Spain 2019-2024
Change in advertising spending in Spain from 2019 to 2024
Distribution of advertising spending in Spain 2023-2024, by medium
Distribution of advertising spending in Spain 2023-2024, by medium
Distribution of advertising spending in Spain in 2023 and 2024, by medium
Advertising spending change in Spain 2024, by medium
Advertising spending change in Spain 2024, by medium
Change in advertising spending in Spain in 2024, by medium
Ad spending in Spain 2024, by industry sector
Ad spending in Spain 2024, by industry sector
Advertising spending in Spain in 2024, by industry sector (in million euros)

Traditional media

Television advertising expenditure in Spain 2016-2024
Television advertising expenditure in Spain 2016-2024
Television advertising expenditure in Spain from 2016 to 2024 (in million euros)
Free TV advertising revenue in Spain 2015-2024
Free TV advertising revenue in Spain 2015-2024
Free TV advertising revenue in Spain from 2015 to 2024 (in billion euros)
Pay TV ad spending in Spain 2019-2024
Pay TV ad spending in Spain 2019-2024
Pay TV advertising spending in Spain from 2019 to 2024 (in million euros)
Radio advertising expenditure in Spain 2018-2028
Radio advertising expenditure in Spain 2018-2028
Radio advertising expenditure in Spain from 2018 to 2028 (in million euros)
Newspaper advertising expenditure in Spain 2011-2024
Newspaper advertising expenditure in Spain 2011-2024
Newspaper advertising expenditure in Spain from 2011 to 2024 (in million euros)
Consumer magazine advertising revenue in Spain 2017-2024
Consumer magazine advertising revenue in Spain 2017-2024
Consumer magazine advertising revenue in Spain from 2017 to 2024 (in million euros)
Cinema ad spending in Spain 2018-2028
Cinema ad spending in Spain 2018-2028
Cinema advertising spending in Spain from 2018 to 2028 (in million euros)
Outdoor advertising revenue Spain 2018-2028
Outdoor advertising revenue Spain 2018-2028
Out-of-home (OOH) advertising revenue in Spain from 2018 to 2028 (in million euros)

Digital media

Digital ad spending in Spain 2017-2028
Digital ad spending in Spain 2017-2028
Digital advertising spending in Spain from 2017 to 2028 (in billion euros)
Digital ad spending in Spain 2018-2027, by format
Digital ad spending in Spain 2018-2027, by format
Digital advertising spending in Spain from 2018 to 2027, by format (in million euros)
Market shares of digital ad formats in Spain 2024
Market shares of digital ad formats in Spain 2024
Distribution of digital advertising spending in Spain in 2024, by format
Display ad spend in Spain 2024, by type
Display ad spend in Spain 2024, by type
Distribution of digital display advertising spending in Spain in 2024, by type
Online TV ad spending in Spain 2018-2027
Online TV ad spending in Spain 2018-2027
Online TV advertising spending in Spain from 2018 to 2027 (in million euros)
Leading digital advertising sectors in Spain 2024, by share of voice
Leading digital advertising sectors in Spain 2024, by share of voice
Leading digital advertising sectors in Spain in 2024, by share of voice

Leading players

Highest spending advertisers in Spain 2024
Highest spending advertisers in Spain 2024
Leading advertisers in Spain in 2024, by advertising spending (in million euros)
Most effective advertising markets in Europe 2024
Most effective advertising markets in Europe 2024
Most effective advertising markets in Europe in 2024 (index score)
Most creative advertising agencies worldwide 2024
Most creative advertising agencies worldwide 2024
Most creative advertising agencies worldwide in 2024 (index score)
Most creative advertising agencies in Europe 2024
Most creative advertising agencies in Europe 2024
Most creative advertising agencies in Europe in 2024 (index score)

Consumer perception

Non-digital advertising touchpoints in Spain 2025
Non-digital advertising touchpoints in Spain 2025
Non-digital advertising touchpoints in Spain as of June 2025
Out-of-home advertising penetration in Spain 2006-2024
Out-of-home advertising penetration in Spain 2006-2024
Share of individuals that noticed out-of-home (OOH) advertising in Spain from 2006 to 2024
Digital advertising touchpoints in Spain 2025
Digital advertising touchpoints in Spain 2025
Digital advertising touchpoints in Spain as of June 2025
Attitudes towards online advertising in Spain 2025
Attitudes towards online advertising in Spain 2025
Attitudes towards online advertising in Spain as of June 2025
Approval of personalized advertising on social networks in Spain 2024
Approval of personalized advertising on social networks in Spain 2024
Approval of personalized social media advertising among social media users in Spain as of March 2024
Most popular ad formats on social media according to consumers in Spain 2024
Most popular ad formats on social media according to consumers in Spain 2024
Most popular advertising formats on social media according to consumers in Spain as of March 2024

Advertising spending: **bn EUR

Medium with highest ad spending: Internet

Top advertiser: Procter & Gamble

Key figures

The most important key figures provide you with a compact summary of the topic of "Advertising in Spain" and take you straight to the corresponding statistics.

Television ad spending
***bn EUR
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Detailed statistics
Television advertising expenditure in Spain 2016-2024
Radio ad spending
***m EUR
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Detailed statistics
Radio advertising expenditure in Spain 2018-2028
Newspaper ad spending
***m EUR
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Detailed statistics
Newspaper advertising expenditure in Spain 2011-2024

Digital ad spending
****bn EUR
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Detailed statistics
Digital ad spending in Spain 2017-2028
Share of digital in ad spend
**%
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Detailed statistics
Share of digital in ad spend in Spain 2017-2029
Largest digital ad format
Paid search
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Detailed statistics
Digital ad spending in Spain 2018-2027, by format
Social media ad spending in Spain
****bn USD
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Detailed statistics
Digital Market Outlook: social media advertising spending in European countries 2025

Share of consumers trusting social media advertising
**%
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Detailed statistics
Trust in social media advertising worldwide 2021
Share of consumers agreeing on efficacy of internet ads
**%
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Detailed statistics
Perceived efficacy of targeted advertising in Spain 2018-2021
Share of consumers who frequently use ad blockers
****%
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Detailed statistics
Frequency of ad block usage in Spain 2021