Outdoor advertising locations ranking in Spain 2020

Bus advertising ranked as the most noticeable type of out-of-home advertising in Spain during 2020, according to the latest surveys. The study indicates that buses and bus stops were the outdoor advertising format that the population most perceived, with both formats combined clocking up a reach of over 45 million people. The results also show that the penetration rate was greater among the young population, with rates of almost 90 percent for those aged 14 to 44 years old as opposed to those aged over 65 years old that recorded a penetration rate of only about 68 percent.

OOH expenditure in Spain

Investment in outdoor advertising experienced a great increase since the early 2000s, with the global expenditure rising from 19.23 million U.S. dollars in the year 2000 up to approximately 38.6 billion U.S. dollars in 2018. In Spain, the national expenditure on this type of advertising experienced a downward trend with figures dropping from a peak of 518 million euros in 2008 to 282 million euros in 2013. Figures picked up thereafter, with the estimated outdoor advertising expenditure reaching 423.3 million euros by 2019.

TV advertising: not as profitable as it used to be

Profitability from television advertising is seemingly going down, according to the latest figures. Television advertising recorded revenues of approximately 2.13 billion euros in Spain in 2018, but it is only expected to decrease in the subsequent years, returning a forecast revenue of 1.86 billion in 2023. Digital advertising is, on the other hand, on the rise. The profitability of this type of advertising was over 2 billion euros in 2018 but was expected to reach almost 2.5 billion euros by 2023.

Number of respondents that had perceived out-of-home advertising in Spain in 2020, by format

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Release date

January 2021



Survey time period

January to November 2020

Number of respondents

30,412 respondents

Age group

14 years and older

Special properties

advertising format perceived per week

Method of interview

Face-to-face interview

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