InfoAdex has presented the data related to Advertising Investment in Spain corresponding to the year 2025, obtained through its own research methodology. The study once again shows the transformation of the media landscape, defined by the growing commitment to the digital environment, and reflects the containment of advertisers in an uncertain and volatile context.

Advertising investment by media in Spain

According to InfoAdex, the total advertising investment figure in Spain last year reached 12,745 million euros, which represents a decrease of -2.6% compared to 2024, when the figure stood at 13,081 million euros and a growth of 3.8% was experienced. The figure represents the first drop in advertising investment in five years, since the data relating to 2020, when the year was affected by the impact of the coronavirus. This breaks the positive evolution registered in our country during the last five years.

From reason.Why We have prepared the following graph in which you can see all the data collected by InfoAdex appearing in descending order according to the investment volume attributed to each of them.
It should be remembered that InfoAdex distinguishes between Controlled Media – those whose data is prepared through statements provided by the companies involved in it and also have daily and manual monitoring carried out by InfoAdex – and Estimated Media, whose figure is obtained from the data provided by different market agents in statements to InfoAdex.

Below, we extract some relevant data and conclusions with the motivation of generating Inspiration and Criterion in professional reading:

Television, the medium in which the most investment is made

• In absolute terms, Television is the medium that received the most investment in 2025, registering 1,784 million euros. Despite this, this is -4.4% less than in 2024, when it obtained 1,867 million, which highlights the budgetary diversification of advertisers.
• Its growth rate is noticeably slowing down, since in the previous edition of the report it grew by more than 2%.
• It appears, on the other hand, as the first medium by volume of advertising investment, capturing a share of 28.5%. The figure represents a decrease of -2.5 points compared to the share registered in 2024. Together with Newspapers and Dominicales, which lose -0.1 points, they are the only two media that lose share.

Telephone marketing, in negative trend

• It occupies second position by investment volume, with 1,651 million, despite a decrease of -4.2%.
• However, the channel manages to slightly slow its decline, compared to -5% in the previous edition of the study. The increasing regulation of commercial calls would be one of the reasons that explain the negative trend.

Influencers, the section that grows the most in 2025

• It registers the greatest growth by increasing its investment by 23.5% compared to the previous year, and obtains almost 129 million euros
• It also slows down its growth rate, since, according to InfoAdex, in 2024 it grew by 58% compared to 2023. The difference could be interpreted as a commitment by brands to other media or channels, or to organic content on online platforms.

Gifts and point of sale

• The growth of offline advertising gifts is also significant, increasing its investment by almost 18%. It represents a notable positive variation compared to the -2.5% drop in the previous edition of the study.
• Animation at the point of sale grows more than 12%, up to almost 80 million euros, but growth slows down: it registered an increase of 56% in the previous study.

The most marked declines

• Mailboxing and brochures register the most marked decrease, of -20%, and accelerate its decline: it registered -12% in 2024
• Digital and physical mailing, despite being one of the five channels in which the most investment is made in absolute terms, lost almost -17%. It contrasts with the growth of almost 8% recorded in the previous edition of the report

Other information

• Websites is the controlled medium that grows the most in evolutionary terms, almost 9% more compared to 2024, although it slows down growth: it grew almost 18% that year
• Newspapers and Dominicales, which was the only controlled media that lost investment in the previous edition of the report, reverses the trend and evolves positively, although very slightly
• eSports – after the pandemic one of the channels with the most growth prospects – continues on a negative trend with a decrease of -5%, which adds to the -24% of the previous edition of the report
• Branded content registered a decrease of almost -10%, a drop that could be explained by the brands’ commitment to performance.
• Sports sponsorship acts also fall compared to 2024, a year that was marked by the Olympic Games or the Euro Cup

The advertisers that invest the most in Television in Spain

Regarding the advertisers that invested the most in television advertising during 2025, InfoAdex places L’Oréal Spain in first position, which allocated 51.9 million euros to the medium. It dethrones Procter&Gamble, which led the table in the previous edition of the report, and which in 2025 allocated 51.6 million to television.
In third position, and a significant distance away, Lidl closes the podium with 24 million euros.

The InfoAdex study points to a decrease in investment in Television, as well as a transfer of budgets between traditional linear television and connected television. The first has obtained 1,514 million and the second 271 million, that is, 60 million more than in 2024.