Spain's advertising market reached 13.47 billion euros in 2023, with digital channels now driving nearly all growth. Mobile advertising alone accounted for 4.02 billion euros of that digital spend, while television investment continued to soften.
Key Takeaways
- Spain's digital ad spend reached 5.92 billion euros in 2023, comprising 44% of total ad market.
- In 2023, Spain's total advertising market expenditure reached 13.47 billion euros, reflecting a 7.2% year-over-year growth driven by digital channels.
- Spain print advertising spend totaled 1.02 billion euros in 2023, decline of 8.5%.
- Spain TV advertising investment was 3.45 billion euros in 2023, down 2.1% YoY.
- In 2023, 72% of Spanish consumers trusted influencer recommendations, boosting ad trends.
Spain’s advertising industry is growing strongly, driven by rising digital spending and expanding brand investment.
Related reading
01 · Category
Digital Advertising20 stats
01
Spain's digital ad spend reached 5.92 billion euros in 2023, comprising 44% of total ad market.
02
Search advertising accounted for 2.8 billion euros in Spain 2023, 47% of digital spend.
03
Social media ad revenue in Spain was 1.45 billion euros in 2023, up 18% YoY.
04
Video advertising digitally grew to 1.2 billion euros in 2023, 20% of digital total.
05
Display ad spend (excluding video) was 0.9 billion euros in Spain 2023.
06
Mobile advertising represented 68% of digital ad spend in Spain at 4.02 billion euros in 2023.
07
Programmatic advertising volume in Spain hit 3.1 billion euros in 2023, 52% of digital.
08
Influencer marketing spend in Spain reached 120 million euros in 2023.
09
E-commerce ad spend grew 22% to 1.8 billion euros in Spain 2023.
10
OTT/CTV ad revenue in Spain was 250 million euros in 2023, up 35%.
11
Digital ad CAGR 2023-2027 forecasted at 8.2% in Spain.
12
Google held 45% of Spain's digital ad market share in 2023 with 2.66 billion euros.
13
Facebook/Meta ad revenue in Spain: 1.1 billion euros in 2023.
14
Amazon ad spend share in Spain grew to 8% of digital in 2023, 474 million euros.
15
TikTok ad revenue in Spain reached 180 million euros in 2023.
16
Digital out-of-home (DOOH) ad spend: 85 million euros in Spain 2023.
17
Audio digital ads (podcasts, streaming) : 95 million euros in 2023 Spain.
18
Retail media networks ad spend in Spain: 220 million euros 2023.
19
Native advertising digital spend: 350 million euros in Spain 2023.
20
Email marketing ad equivalent spend: 150 million euros Spain 2023.
Interpretation
Digital Advertising Interpretation
Spain’s digital ad market is expanding fast with 5.92 billion euros in 2023, and mobile alone accounts for 68% of that spend at 4.02 billion euros while search leads with 2.8 billion euros.
02 · Category
Market Size And Revenue23 stats
01
In 2023, Spain's total advertising market expenditure reached 13.47 billion euros, reflecting a 7.2% year-over-year growth driven by digital channels.
02
Spain's advertising revenue is projected to grow to 15.1 billion euros by 2027, with a CAGR of 3.8% from 2023-2027.
03
In 2022, advertising investment in Spain totaled 12.57 billion euros, up 12.1% from 2021.
04
The Spanish ad market share of GDP was 0.91% in 2023.
05
Advertising expenditure per capita in Spain stood at 282 euros in 2023.
06
Between 2019 and 2023, Spain's ad market grew by 22.4% cumulatively.
07
In Q4 2023, quarterly ad spend in Spain hit 3.6 billion euros.
08
Spain's ad market recovery post-COVID reached 95% of 2019 levels by end-2022.
09
Total ad investment in 2021 was 11.22 billion euros, surging 28% from 2020.
10
By 2025, ad spend is forecasted at 14.3 billion euros.
11
Spain's ad market grew 5.3% in H1 2023 compared to H1 2022.
12
Advertising as percentage of consumer spending in Spain was 1.8% in 2023.
13
From 2020-2023, ad market CAGR was 6.1%.
14
Q1 2024 ad spend reached 3.1 billion euros, up 6.8% YoY.
15
Spain ranks 15th in Europe for ad market size with 13.47 billion euros in 2023.
16
Ad spend inflation-adjusted growth in Spain was 4.2% in 2023.
17
Total billings for top 100 advertisers in Spain hit 4.2 billion euros in 2023.
18
Spain's ad market share in Western Europe is 4.1% in 2023.
19
2023 ad growth was highest in services sector at 15%.
20
Historical ad spend in 2019 was 11.01 billion euros.
21
In 2023, Spain had 1,250 advertising agencies employing 45,000 professionals.
22
Top 10 ad agencies billings totaled 2.1 billion euros in Spain 2023.
23
Freelance ad creatives numbered 8,500 in Spain 2023.
Interpretation
Market Size And Revenue Interpretation
Spain’s advertising market is steadily expanding, reaching 13.47 billion euros in 2023 and with forecasts of 15.1 billion euros by 2027, showing resilient digital driven growth that adds up to a 22.4% cumulative increase since 2019.
03 · Category
Print And Outdoor Advertising19 stats
01
Spain print advertising spend totaled 1.02 billion euros in 2023, decline of 8.5%.
02
Newspapers ad revenue: 620 million euros in Spain 2023.
03
Magazines print ads: 180 million euros, down 12% YoY Spain 2023.
04
Supplements and free press ads: 220 million euros Spain 2023.
05
Outdoor advertising (OOH) spend: 620 million euros in Spain 2023, up 4.2%.
06
Billboard OOH: 320 million euros, 52% of OOH total Spain 2023.
07
Transport advertising: 120 million euros in Spain 2023.
08
Cinema advertising revenue: 45 million euros Spain 2023.
09
Radio advertising: 480 million euros in Spain 2023, stable.
10
National newspapers ad pages down 10% to 1.2 million pages Spain 2023.
11
Regional press ads: 280 million euros 2023 Spain.
12
DOOH share of OOH grew to 18% or 112 million euros Spain 2023.
13
Street furniture OOH: 150 million euros Spain 2023.
14
Radio FM ad spend 95% of radio total at 456 million euros 2023.
15
Top print advertiser: Lidl with 35 million euros Spain 2023.
16
Spain radio listenership ad exposure: 18 million daily listeners 2023.
17
Cinema ad impressions: 250 million in Spain 2023.
18
OOH digital screens: 15,000 units in Spain 2023.
19
65% of Spaniards noticed OOH ads weekly in 2023 survey.
Interpretation
Print And Outdoor Advertising Interpretation
In Spain, despite print advertising falling to 1.02 billion euros in 2023, down 8.5% YoY, outdoor advertising stayed resilient at 620 million euros, with digital DOOH rising to 18% or 112 million euros of the total.
More related reading
04 · Category
Television Advertising17 stats
01
Spain TV advertising investment was 3.45 billion euros in 2023, down 2.1% YoY.
02
Generalist TV channels captured 78% of TV ad spend in Spain 2023 at 2.69 billion euros.
03
Pay TV ad revenue in Spain: 760 million euros in 2023.
04
Prime time TV ad rates averaged 25,000 euros per 30s spot in Spain 2023.
05
Top advertiser on Spanish TV: Procter & Gamble with 120 million euros spend 2023.
06
TV ad GRPs for top 20 advertisers totaled 45,000 in Spain 2023.
07
Regional TV ad spend: 180 million euros in Spain 2023.
08
Sports TV advertising surged 12% to 450 million euros during events in 2023 Spain.
09
TV ad share of total market fell to 25.6% in Spain 2023.
10
H1 2023 TV ad investment: 1.72 billion euros, flat YoY.
11
News programs captured 22% of TV ad spend in Spain 2023.
12
Fiction series TV ads: 15% share, 518 million euros Spain 2023.
13
Children programming TV ad revenue: 45 million euros 2023 Spain.
14
TV ad effectiveness index rose 5% in Spain 2023 per Kantar.
15
Atresmedia TV ad revenue: 850 million euros in 2023.
16
Mediaset España TV ads: 720 million euros 2023.
17
Public TV (RTVE) ad-free but sponsorships: 60 million euros equivalent 2023.
Interpretation
Television Advertising Interpretation
In 2023, Spain’s TV advertising investment totaled 3.45 billion euros, slipping 2.1% year over year while Prime-time spots averaged 25,000 euros per 30 seconds and sports advertising still jumped 12% to 450 million euros, showing a market that is shifting toward higher-impact event viewing even as overall spending softens.
05 · Category
Trends And Forecasts20 stats
01
In 2023, 72% of Spanish consumers trusted influencer recommendations, boosting ad trends.
02
58% of ad budgets shifted to digital in Spain by 2024 forecast.
03
Sustainability-focused ads grew 25% in spend to 1.2 billion euros Spain 2023.
04
41% of Spaniards use ad blockers, highest in EU, impacting digital 2023.
05
Personalized ads preferred by 67% of Spanish consumers in 2023.
06
AI in ad creation adoption: 35% of agencies in Spain 2023.
07
Phygital campaigns (physical+digital) up 40% in 2023 Spain.
08
User-generated content ads effectiveness: 28% higher engagement Spain 2023.
09
2024 forecast: Digital to 52% of total ad market Spain.
10
Gaming advertising spend to reach 300 million euros by 2025 Spain.
11
55% of Gen Z in Spain discover brands via social media ads 2023.
12
Privacy-first advertising (post-cookie) 20% of digital spend 2024 Spain.
13
Voice search ads projected 15% CAGR to 2027 Spain.
14
48% increase in shoppable ads usage on Instagram Spain 2023.
15
Metaverse ad investments: 50 million euros experimental spend 2023 Spain.
16
62% of advertisers plan CTV budget increase in 2024 Spain.
17
DEI (diversity) in ads: 75% of top campaigns featured it 2023 Spain.
18
Short-form video ads (Reels/TikTok) 30% of social spend 2023.
19
2027 forecast: Total ad market 16.2 billion euros Spain.
20
Neuromarketing adoption in ad testing: 22% agencies Spain 2023.
Interpretation
Trends And Forecasts Interpretation
Spain’s advertising is clearly shifting to digital and data-driven experiences, with digital expected to reach 52% of the total ad market by 2024 while influencer trust at 72% and personalized ads preferred by 67% show why brands are leaning harder into targeted, engaging formats.
Reference
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APA
Henrik Dahl. (2026, February 13). Spain Advertising Industry Statistics. Gitnux. https://gitnux.org/spain-advertising-industry-statistics
MLA
Henrik Dahl. "Spain Advertising Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/spain-advertising-industry-statistics.
Chicago
Henrik Dahl. 2026. "Spain Advertising Industry Statistics." Gitnux. https://gitnux.org/spain-advertising-industry-statistics.
Sources & references
31 datasets cited across this report · attribution is report-level