InfoAdex has presented the results of the advertising investment in Spain during the month of April 2023in which the sector reached the figure of €437.1 million. What represents a 5% growth compared to the same period of the previous year, when a volume of 416.5 million euros was reached.
The digital area means 49.1% of investment in controlled media
In April 2023, digital area is positioned as the main channel by volume of investment, experiencing a growth of 6.7% and reaching 215.1 million euros. Currently this game It already accounts for 49.1% of the total advertising investment in Spain in controlled media. That is to say, without counting on the estimated means, such as sponsorship actions, mailings, telephone marketing or advertising at the point of sale.
Within this category, the social networks have had the best performance with a 8.4% increase in investment, reaching 61.9 million euros. The area of website It has also experienced growth, specifically 7.4%. And it presents an investment of 88.1 million euros, compared to the 82.1 million obtained in the same period of the previous year. Lastly, investment in search has increased by 4.3%, going from 62.4 million euros in April 2022 to 65.1 million in April of this year.
Television continues to lead advertising investment in traditional media
Regarding the distribution of advertising investment in traditional media, the second medium in terms of investment is advertising. Televisionwhich concentrates a total of €130.5 million. This represents a 1% growth compared to €129.3 million for the same period in 2022.
For her part, the Radio ranks third in investment, reaching 34.5 million of euros with a slight decrease of -0.7%being the only one of all the media that did not increase its numbers. In fourth place is the medium Abroadwith a figure of 24.1 million euros in the fourth month of the year, which indicates an increase of 15.9% compared to the previous year.
The middle diaries showed a growth of 8.2% in its investment, reaching 19.4 million euros. For their part, the Journals, as the sixth medium in terms of investment volume, experienced an increase of 7.4%, reaching 11.6 million euros. As for the Cinemaregistered an investment of 1.2 million euros in the month of April 2023, which represents a 52.9% increase. Lastly, the middle Sunday reflected a growth of 12.1% in its investment, reaching 0.7 million euros during the same period.
Digital channels perpetuate the good trend marked in 2022
Let us remember that the year 2022 began with positive figures, with growth of 7.7% during the first quarter. But, the war in Ukraine and inflation had a negative impact in the following months, which resulted in a containment in advertising investment. Finally, in 2022 an estimated total investment of 12,214.2 million euros was recorded. What was a 4.7% increase compared to the 11,601.9 million euros that were reached in 2021.
Last year was the fourth consecutive year that the digital area stayed in the first position in terms of investment volume within the controlled media, a trend that, as we have seen, continues. Altogether, he experienced a growth of 7.6% in 2022, reaching an advertising investment of 2,670.7 million euros. Besides, represented 46.9% of the total investment in controlled media and 21% of total advertising investment.
And, for its part, during 2022, Television was positioned as the second medium, with a participation of 30.4%. However, this percentage had a decrease of 2.4 points compared to the year 2021. In 2022, a 3.3% decrease in investment in television, reaching a figure of 1,731.8 million euros.
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