Infoadex has presented the data related to the Advertising investment In Spain, corresponding to the year 2024 and obtained through its own research methodology. The total figure indicates that last year 13,081 million euros were allocated to advertising investment in our country, which represents 3.8% more compared to the previous year (12,603 million).
Digital is no longer reflected as a medium with subcategories, but becomes a division
In this edition, the investment study has been carried out according to a new methodology, according to which Digital It is no longer reflected as another means with its corresponding subcategories (Search, websites and social networks), but becomes a division (Non Digital – Digital) that Infoadex has done for those media that he calls “controlled.” Hence, in the proposed categorization, the Television as the first medium by volume of advertising investment with 1,857 million, which represents a 30% share of the total.
It should be remembered that Infoadex distinguishes between Controlled media -Als whose data are prepared through statements provided by the protagonists of the same and also have a daily and manual monitoring made by Infoadex- and the Estimated mediawhose figure is obtained from the data provided by different market agents in statements to Infoadex.
From Reason.WHY We have developed the following graph in which all the data collected by Infoadex can be seen appearing by Descending order according to the attributed investment volume to each of them.
The data on the advertising investment made in Spain in the ecosystem Digital It would be obtained by adding the figures offered by Infoadex in the digital column for each controlled medium. The result would be € 3309.
However, we have considered omitting the amount within the final table so as not to consolidate a figure to which other digital investments not contemplated in the study should be added.
As for the data, it emphasizes that only five media reflect Falls in your advertising investment figures Regarding the previous exercise. Daily and Sunday (-3.7%) is one of them and also attracts attention because it is two controlled means that, with this new methodology, Infoadex has merged into the same budget item. However, the largest recorded fall is appreciated in eSports (-24%) which, in addition, is one of the media that received the least investment last year, with 32 million euros.
On the other side of the balance, it is observed that Influencers It is the section that experienced the greatest increase, with an increase of 58%. This resulted in an investment of 125 million euros, compared to 79 million 2023. For its part, Animation at the point of sale Increased the investment received by 56.4%, to reach 70 million euros.
Advertisers who invest on television, according to Infoadex
The Infoadex advertising investment study indicates that the Television last year received 2.1% more from advertisers than in 2023.
According to this year’s division, 1,648 million would correspond to non -digital investment (mainly traditional open television) and 210 million would have been for Digital, which in the classification that had been done so far included connected television and streaming services.
As to The advertisers who invest in television advertising for 2024according to the estimate of Infoadex would be in first position Procter & Gamblewhich allocated 65.5 million euros of investment to this medium. Thus up a position in the ranking, which was led last year by L’Oréal.
It is surprising that Telefónica He maintains fourth place in the ranking with an investment of 30.2 million euros in a year that has been marked by the celebration of his centenary in terms of communication, advertising and sponsorship actions. In 2023, Infoadex attributed 31.5 million euros to Telefónica, a figure slightly higher than that registered by 2024.
