InfoAdex has presented its annual study on advertising investment in Spain in 2023, which grew by 4.0%, reaching €12,700.8 million. The growth rate in 2023, for controlled media (formerly known as conventional media), was 3.7%, reaching €5,901.2 million. As a result, the percentage of the total market obtained by controlled media during the analysis period was 46.5%. Meanwhile, estimated media (previously called unconventional media) represented 53.5% of the total investment in 2023, with €6,799.6 million invested, a 4.3% increase compared to the €6,520.7 million recorded in 2022.
Digital dominance remains
For the fifth consecutive year, the Digital realm emerges as the undisputed leader in terms of investment volume, totaling €2,810.4 million. This segment, now representing 47.6% of the total investment in controlled media, has seen a growth of 5.2% compared to 2022. Within the digital universe, Social Networks stand out with a growth of 8.5%, followed by Websites and Search, with increases of 5.2% and 2.7% respectively.
Controlled media. Investment in 2023
Television and Radio: Stable pillars
Television, although experiencing a slight increase of 0.3%, remains the second medium by investment volume, consolidating its importance in the media mix with a 29.4% share. On the other hand, Radio experiences a growth of 3.2%, demonstrating the sustained relevance of these classic channels in media strategy.
Surprises in Outdoor and Press
The Outdoor medium has experienced an impressive growth of 16.1%, standing out as one of the best-performing media in 2023. Conversely, Newspapers and Magazines have seen reductions in advertising investment, reflecting challenges and changes in media consumption.
Estimated media, also on the rise
Advertising investment in estimated media in 2023
Regarding estimated media, investment reached €6,799.6 million, a 4.3% increase. This sector, which includes everything from Telemarketing to Direct Mail and Digital Audio, showcases a diverse and expanding advertising ecosystem. Telemarketing and POS (point of sale, merchandising, signage, and displays) stand out, accounting for nearly half of the investment in this media group.
Ranking the media from highest to lowest according to their investment figure, Telemarketing achieves the highest percentage, with a 26.7% share of the total investment in this media group. In 2023, this medium experienced a growth of 9.8%, reaching €1,817.6 million compared to €1,655.3 million in the previous year.
Innovations and Challenges
The report highlights notable growth areas such as Digital Audio, with an increase of 47.5%, and Influencers, which continue to gain ground with a growth of 23.9%. These data underscore the importance of innovative and adaptive strategies in a constantly evolving market.
This study serves as a compass for brands, advertisers, and marketing professionals, offering a clear view of where advertising investments are flowing and which channels are gaining relevance. The diversification in investment reflects not only a changing media landscape but also the need to adapt to changing consumer habits.
Investment in Digital remains robust, indicating the ongoing digitalization of Spanish society and its economy. However, growth in sectors like Outdoor and Digital Audio suggests that both traditional and emerging channels have much to offer in terms of creativity and reach.
While some media face challenges, such as Newspapers and Magazines, innovation and adaptation appear to be the key to revitalization. Growth in areas like Branded Content and Esports indicates that the future of advertising lies in integrating experiences, relevant content, and leveraging new platforms and technologies.
