Advertising investment grew 1.5% year -on -year in the first quarter, with television and Search setbacks
Advertising investment in Spain during the first quarter of 2025 has registered 1.5% year -on -year growthreaching 1,303 million euros, according to the latest report published by Infoadex. This figure is an increase with respect to 1,284 million euros registered in the same 2024 period, confirming an upward trend, although unequal among the different media.
Television and Search lead the falls, while exterior and social networks pull the car
Despite the global increase, not all means have evolved in the same direction. Television, the medium with the highest volume of investment, has suffered a fall of -3.3%standing at 424.1 million euros. This negative trend is even more accentuated in the Linear televisionthat has fallen -6.0%, with special impact on the Mediaset (-6.9%) and Atresmedia (-5.3%) groups.
The second medium by volume, the section of Search (Digital Search), has also shown a decrease of -1.2%, remaining at 207.2 million euros. On the contrary, Social networks have grown 2.9%, until reaching 167.1 million, consolidating itself as one of the most dynamic channels of the digital advertising ecosystem.
Other positive media: exterior, newspapers and digital audio
The outer environment has been one of the main protagonists of the quarter, with A growth of 18.5% Up to 88.8 million euros, which reflects a clear recovery of consumption in public spaces. The newspapers and Sundays (+3.0%) have also registered increases, with 145.5 million euros, and the set of radio+digital audio (+2.2%), with 128.6 million.
In addition, the section on other websites (those “Pure Players” websites, which do not belong to traditional TV, radio or press media) record a 10.3% increasereaching 97.1 million euros, indicating sustained growth in digital environments beyond large platforms.
Magazines and cinema: moderate but positive growth
In more traditional media, magazines have grown 0.7%, standing at 40.3 million euros, while The cinema has surprised with an increase of 17.1%, reaching 4.2 million. Although their absolute figures are lower, they reflect a rebirth of face -to -face formats and collective experiences in the advertising environment.
A new approach
Infoadex has clarified that the data presented in this report are adjusted to a new methodological approach, which distinguishes more precision between digital and non -digital components from each medium. This implies that some data come from declared or estimated sources, especially in media such as radio, exterior, television and digital, which can cause slight discrepancies with other analysis tools.
If we take the previous methodology, this would be the photograph of the sector:
Image: Flux Schnell
