Advertising investment in digital media supports the sector in Spain and already represents 52.9% of the total
The panorama of advertising investment in Spain during the first six months of 2025 reveals a scenario of slight global contraction, but with a clear consolidation of the digital component. According to data from Infoadextotal investment in media reached 2,892.2 million euroswhich represents a descent of -0.3% In the face of 2,900.4 million euros registered in the January-June period of 2024. For those who usually follow this type of reports, it is important to highlight that these data are in line with the new methodological approach adopted by Infoadex, which distinguishes the investment between the digital and non-digital segments.
A significant milestone in this first semester of 2025 is that Investment in digital media grew by 3.1% year -on -year, while investment in non -digital fell -3.8%. Digital investment added 1,528.8 million euros, 52.92% of the totalwhile the non -digital one stood at 1,363.4 million euros, consolidating the digitalization trend of the Spanish advertising market that we have seen in recent years.
Despite a slight general contraction, several digital media and some traditional with a strong digital presence demonstrate a notable capacity for growth and adaptation in a constantly evolving environment.
Data: Infoadex
Analyzing performance by means, a fairly irregular behavior is observed. Thus, television maintains its leadership in investment volume, monopolizing 30.6% of the market share with 886.1 million euros, But he experienced a decrease of -5.9% year -on -year, mainly driven by the decrease in its non -digital component (from € 839.8 to € 770.3 m), despite a slight increase in its digital investment (from € 101.8 to € 115.9 m).
Secondly, it is positioned Search, with an investment of 430.8 million euros and a 14.9%share, the same one that a year ago. This means, whose investment is entirely digital, registered a slight decrease in the total investment of -0.6% in this semester. Follows closely Social networksthirdly, which increased its investment by 0.7%, reaching 381.3 million euros and a quota of 13.2%, with all its investment also in the digital field.
As for Higher growth mediathe category of Other websites (Category that encompasses all those websites, which like this one you are reading, are not linked to traditional media such as radios, TVS or paper magazines) they experienced the greatest increase with 9.0%, reaching 243.7 million euros, with all its investment of a digital nature. Abroad It also showed a robust growth of 9.7%, standing at 213.3 million euros, with a division between € 132. Non -digital and € 80.8 m digital.
The Sundays + Sundays They showed a slight fall of 0.5%, adding 343.3 million euros. It is relevant that, within this medium, the digital investment (€ 200.7 m) exceeded the non -digital (€ 142.6 m) in the first semester of 2025. On the other hand, the medium radius + digital audio, which occupies the fifth place, reached 283.7 million euros with a growth of 2.5%, highlighting that 43.8 million euros already correspond to the digital audio component, including podcasts and aggregators/music distributors.
Image: Flux Schnell
