Advertising investment in digital already accounts for 46% of the total in Spain (Infoadex)

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According to the data provided by infoadex, In the first six months of the year, advertising investment has grown by 4.2% compared to the equivalent period of the previous year, reaching 2,615.4 million euros, compared to 2,509.5 million in the January-June 2021 period. In the specific case of the month of June, investment grew by 0.2%, going from 541.8 million euros in 2021 to 543.2 million in June 2022.

You can see the breakdown of the different advertising items in this table (data in millions of euros):

Media Jan_Jun 2021 Jan_Jun 2022 % evol. 22/21 Cinema 1.7 6.0 258.2% Daily 143.3 147.2 2.7% Sunday 3.5 3.4 -1.0% Foreign 108.8 145.6 33.8% Radio 190 .1 208.3 9.6% Magazines 65.1 69.3 6.4% Television 873.7 830.2 -5.0% Total Digital 1,123.4 1,205.5 7.3% Search 381.6 408, 1 7.0% Websites (Display + Video) 442.6 468.6 5.9% Social Networks (Display + Video) 299.2 328.8 9.9% Total media 2,509.5 2,615.4 4.2%

Digital, which occupies the first position by volume of advertising investment, has experienced an increase of 7.3%, obtaining 1,205.5 million euros in the first six months of the year and It already represents 46.09% of the total registered advertising investment.

Within this area, the best behavior is presented by social networks, which grew by 9.9% in its volume of advertising investment, going from 299.2 million euros to 328.8 million during the period analyzed. Search increases its figure by 7.0% with an investment of 408.1 million euros compared to the 381.6 million euros it obtained in the same period of 2021. Websites also increases its investment figure by 5.9%, and reaches a volume in the first half of the year of 468.6 million euros.

The second means by investment would be the youtelevision that brings together an advertising investment of 830.2 million euros, -5.0% less than the 873.7 million euros in the same period of 2021. Radio, which ranks third for investment, stands at 208, 3 million and a growth of 9.6%, above the average quarter, daily, whose figure amounts to 147.2 million euros in this first half. In the case of outdoor advertising, its figure represents an increase of 33.8%, reaching 145.6 million. The magazine medium obtains an investment figure of 69.3 million euros in the period January-June 2022, which translates into a rise of 6.4%.

Evolution between June 2021 and June 2022:

Media Jun-21 Jun-22 % evol. 22/21 Cinema 0.6 1.9 206.6% Daily 36.9 40.2 8.9% Sunday 0.7 0.8 17.4% Foreign 33.3 41.3 24.1% Radio 37, 8 39.8 5.5% Magazines 15.6 18.4 17.7% Television 178.3 164.0 -8.0% Total Digital 238.6 236.7 -0.8% Search 75.2 76, 1 1.2% Websites (Display + Video) 99.3 95.5 -3.8% Social Networks (Display + Video) 64.1 65.1 1.6% Total media 541.8 543.2 0.2 %

Image: Depositphotos

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