TV & Video Advertising - Spain | Statista Market Forecast

Ad spending in the TV & Video Advertising market in Spain is forecasted to reach US$3.52bn in 2024.
The largest market in Spain is Traditional TV Advertising, with a market volume of US$2.30bn in 2024.
When compared globally, the United States will lead in ad spending, reaching US$144.60bn in 2024.
The projected average ad spending per user in Spain's Traditional TV Advertising market is US$56.00 in 2024.
By 2030, the number of TV Viewers in Spain is expected to reach 0.0users.
Spain's TV & video advertising market is experiencing a shift towards digital platforms, with a focus on targeted, data-driven campaigns to maximize ROI.

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

Additional information:
The TV & Video Advertising market comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users for the market. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional TV Advertising and Digital Video Advertising can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Traditional linear TV advertising broadcasted over traditional transmission channels (e.g., DTT, cable, satellite)
Digital video advertising covering all ad formats within webpage based videos, app based video players, social media networks or social media apps

Video ads on pages that are not in a video player

The TV & Video Advertising market in Spain has experienced significant growth in recent years, driven by changing customer preferences and advancements in technology.

Customer preferences: Spanish consumers have shown a growing preference for digital content, leading to an increase in TV and video advertising. With the rise of streaming platforms and on-demand services, viewers have become more accustomed to personalized and interactive content. This has created new opportunities for advertisers to reach their target audience through targeted advertising and innovative ad formats. Additionally, Spanish consumers are increasingly consuming content on mobile devices, which has further fueled the demand for TV and video advertising.

Trends in the market: One of the key trends in the TV & Video Advertising market in Spain is the shift towards programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, enabling them to reach their target audience more efficiently and effectively. This trend has been driven by the availability of data and advanced analytics, which enable advertisers to better understand their audience and deliver personalized ads. As a result, programmatic advertising has become a popular choice for advertisers in Spain, leading to increased investment in this area. Another trend in the market is the integration of social media and TV advertising. Spanish consumers are highly active on social media platforms, and advertisers have recognized the potential of leveraging these platforms to reach a wider audience. By incorporating social media elements into TV advertising campaigns, advertisers can create a more engaging and interactive experience for viewers. This trend has been particularly prominent during live events, where advertisers have used social media to encourage real-time engagement and drive conversations around their brands.

Local special circumstances: Spain has a vibrant and diverse media landscape, with a wide range of TV channels and networks catering to different demographics and interests. This has created a competitive environment for TV and video advertising, with advertisers constantly seeking innovative ways to stand out and capture the attention of viewers. Additionally, Spain has a strong culture of storytelling and creativity, which has influenced the development of TV and video advertising campaigns. Advertisers often incorporate storytelling techniques and emotional narratives to connect with Spanish consumers on a deeper level.

Underlying macroeconomic factors: The growth of the TV & Video Advertising market in Spain is also influenced by underlying macroeconomic factors. Spain has experienced steady economic growth in recent years, which has resulted in increased consumer spending power. This has created a favorable environment for advertisers, as consumers are more willing to engage with brands and make purchasing decisions. Additionally, Spain has a large and diverse population, providing advertisers with a wide audience to target. The country's tourism industry also plays a significant role in the TV and video advertising market, as advertisers seek to capture the attention of both domestic and international visitors. In conclusion, the TV & Video Advertising market in Spain is experiencing growth due to changing customer preferences, the adoption of programmatic advertising, the integration of social media, and the country's vibrant media landscape. These trends, combined with favorable macroeconomic factors, have created a thriving market for TV and video advertising in Spain.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on TV and video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional TV advertising (non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV) and digital video advertising (video ad formats: web-based, app-based, on social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, media consumption, internet users, consumer spending, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.