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Advertising industry in Spain - Statistics & Facts

Before launching a product on the market, a good commercial communication plan based on a comprehensive research on the media and target audience is set up by analyzing variables such as socioeconomic index, age or profession. In order to better understand the audience and the impact of a particular campaign, advertising and media planners use a unit called Gross Rating Points, with the Spanish branch of Procter & Gamble clocking up the highest position at 6,148.

The Spanish advertising scene is currently facing new changes and challenges. Due to the constant development of technology, the advertising industry no longer invests only in the conventional media – it has experienced an evolution that went along that of technology. In fact, advertising investment in newspapers has seen a noticeable decrease in the last decade and is expected to continue a downward course in the coming years. This decline corresponds with the rise of digital media advertising, especially in the case of search engines and social networks.

The popularity of social networks in Spain reached its highest record in 2019, with about 85 percent of the country’s population having certain presence on these media. This fact has certainly prompted advertisers to opt to promote their products by this means, with ads on Facebook, Instagram or Twitter becoming increasingly common on our in our digital lives. In spite of the high acceptance this type of advertising enjoys among the Spanish population, the latest studies revealed that only a few users feel curious enough tab or click on them.

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Advertising industry in Spain

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Digital advertising

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