The marketing and advertising investment trend closed the second semester of 2024 with negative figures, but professionals in the sector seem to face moderate optimism to the first half of this exercise, although more than a third of them point to a reduction of their budgets.
The results of 31 trend score barometer, driven by the Spanish Advertisers Association (AEA) and Scopen, They advent a caution scenario for the start of 2025.

The report analyzes semi -annually the evolution of investments in marketing and advertising and this time has taken into consideration the Surveys to 111 professionals of marketing, media and advertising of Spanish advertisers, with investment in communication exceeding 300,000 euros. These were made in the month of February.

Data related to second semester of 2024 indicate a setback in investments In marketing and advertising, below the expectations drawn in the first half of the previous year. Thus, according to the report, the marketing investment trend has been closed in -0.9 points, which ends three consecutive waves of positive closure. In the case of advertising, the investment has decreased to -0.4 points, falling considerably from the previous 1.3.

However, The figures are more favorable for the beginning of this year. In this sense, they show an expectation of marketing investment located at 0.5 points and 0.6pantos in advertising, which would mean a more optimistic perspective compared to the end of 2024.

Investment expectations for the first semester of 2025

As stated in the report, marketing investment expectations for 2025 are marked by some stability. 45% of professionals say they will keep their budgets stable, Figure that falls four points compared to the same period last year. On the other hand, 23% – four points – expect descents in their budgets; while 32% – a point estimates – believe they will see increases.

The investment, as usual, will not be distributed in the same way between the different areas. 65% indicate that their budget for Investigation It will remain stable, while 14% will make important reductions. About 8% will carry out increases. In the field of Advertising52% of respondents point out that they will maintain their stable budgets; while 20% will bet on increasing them moderately. And in the section of Promotion54% opt for stability, while 19% foresee moderate increases.

In the same way, the distribution of the investment will not be the same according to the different disciplines. The report highlights the greatest budget growths in digital areas: in contents and digital creativity, as well as buying media. Thus, respondents point to stability in general, but more marked on land such as advertising BTL and ATL.

More info.: Trend Score first semester 2025