Spain Advertising Market

Spain Advertising Market Overview:

The Spain advertising market size reached USD 10,890.80 Million in 2024. The market is projected to reach USD 15,595.16 Million by 2033, exhibiting a growth rate (CAGR) of 4.07% during 2025-2033. The market continues to evolve with growing emphasis on digital platforms, regional engagement, and audience-specific strategies. As brands concentrate on multi-channel communication and local messaging, both conventional and digital formats are being blended to achieve maximum impact. Ad technology innovation and consumer understanding are also influencing campaign construction and measurement. This fast-changing landscape underscores the need for flexibility and data-driven planning in ensuring competitive positioning in the wider Spain advertising market share.

Spain Advertising Market Trends:

Regulatory Changes Reshaping Television Advertising

In November 2024, Spain’s government proposed amendments to the Audiovisual General Law that could significantly increase allowable advertising time on television channels funded by advertisers. The new rules would nearly double the maximum ad duration per hour, including additional minutes dedicated to tele promotions and self-promotion. This regulatory shift aims to provide broadcasters with greater flexibility to generate revenue amid evolving media consumption patterns. However, industry voices warn that these changes might conflict with broader European advertising standards, potentially affecting viewer experience and brand impact. As traditional TV competes with digital and streaming platforms, the proposed amendments reflect a strategic response to market pressures. Advertisers and media planners will need to adapt creative and scheduling strategies to optimize the expanded airtime while maintaining audience engagement. This evolving regulatory environment is set to influence the balance between commercial interests and consumer protection. Overall, this development signals a key transformation within Spain’s broadcast landscape, marking an important phase in the ongoing Spain advertising market growth.

Shift Towards Sustainable Advertising Regulations

In June 2025, Spain took a pioneering step by proposing a ban on all advertisements promoting petrol and diesel products made purely from fossil fuels. This unprecedented move aims to combat misleading “greenwashing” by ensuring companies cannot make unverified sustainability claims or carbon offset promises in their ads. Instead, only fuels containing renewable components, such as biofuels, will be permitted for advertising. This regulatory shift reflects a growing trend towards stricter environmental accountability within marketing practices and aligns with Spain’s broader climate goals. Marketers now face increasing pressure to align campaigns with genuine sustainability commitments, influencing creative approaches and media strategies. This development signals a wider transformation where environmental considerations are becoming central to advertising policies. The new rules not only aim to protect consumers from deceptive claims but also encourage brands to innovate responsibly. This trend highlights the evolving relationship between environmental policy and advertising strategy, reinforcing Spain advertising market trends as sustainability shapes future marketing frameworks.

Stricter Regulations on AI-Generated Content

In 2025, Spain brought in new legislation for AI-generated advertising materials with the requirement to clearly identify to avoid disinformation and protect consumers. The legislative draft sets out strict penalties for businesses that do not indicate when content is created or edited by artificial intelligence. The legislation seeks to address fears over "deepfakes," subliminal messages, and the unauthorized processing of biometric data to create profiles. It complements wider European initiatives to responsibly regulate AI, ensuring transparency and ethical practice in online advertising. Enforcement will be overseen by the newly created Spanish Agency for the Supervision of Artificial Intelligence (AESIA), to ensure compliance across the advertising supply chain. For advertisers, this translates into embracing strong practices for distinguishing clearly AI-driven content, ensuring innovation goes together with accountability. The rule indicates a trend toward more control as AI becomes more integral to creative processes and media consumption. Overall, the shifts are a key step in confronting new risks in digital marketing while supporting trust.

Spain Advertising Market Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the market, along with forecasts at the country and regional levels for 2025-2033. Our report has categorized the market based on type.

Type Insights:

• Television Advertising
• Print Advertising 
  • Newspaper Advertising
  • Magazine Advertising
• Radio Advertising
• Outdoor Advertising
• Internet Advertising
  • Search Advertising
  • Display Advertising
  • Classified Advertising
  • Video Advertising
• Mobile Advertising
• Cinema Advertising

The report has provided a detailed breakup and analysis of the market based on the type. This includes television advertising, print advertising (newspaper advertising and magazine advertising), radio advertising, outdoor advertising, internet advertising (search advertising, display advertising, classified advertising, and video advertising), mobile advertising, and cinema advertising.

Regional Insights:

• Northern Spain
• Eastern Spain
• Southern Spain
• Central Spain

The report has also provided a comprehensive analysis of all the major regional markets, which include Northern Spain, Eastern Spain, Southern Spain, and Central Spain.

Competitive Landscape:

The market research report has also provided a comprehensive analysis of the competitive landscape. Competitive analysis such as market structure, key player positioning, top winning strategies, competitive dashboard, and company evaluation quadrant has been covered in the report. Also, detailed profiles of all major companies have been provided.

Spain Advertising Market News:

• July 2025: DiscoverMyBusiness, a U.S.-based digital marketing agency, has officially expanded its operations by launching services in Spain. This initiative brings performance-focused marketing expertise directly to Spanish small and medium-sized enterprises. The firm provides a full suite of solutions including Google Ads, social media campaigns, SEO, web development, and conversion optimization. Tailoring its methodology to Spain’s local market, the agency emphasizes GDPR compliance, regional language nuances, and client transparency.
• June 2025: JCDecaux Spain, working with agency DAVID Madrid, launched the “Meet Marina Prieto” campaign, reshaping subway advertising in Madrid. The campaign showcased photos of Marina Prieto, a centenarian, across numerous metro stations, generating widespread curiosity and engagement. This innovative approach revitalized interest in out-of-home advertising and attracted significant brand investments. The campaign received multiple prestigious awards at Cannes Lions, including top honors for creativity in B2B advertising.

Spain Advertising Market Report Coverage:

Key Questions Answered in This Report:

• How has the Spain advertising market performed so far and how will it perform in the coming years?
• What is the breakup of the Spain advertising market on the basis of type?
• What is the breakup of the Spain advertising market on the basis of region?
• What are the various stages in the value chain of the Spain advertising market? 
• What are the key driving factors and challenges in the Spain advertising market?
• What is the structure of the Spain advertising market and who are the key players?
• What is the degree of competition in the Spain advertising market? 

Key Benefits for Stakeholders:

• IMARC’s industry report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the Spain advertising market from 2019-2033.
• The research report provides the latest information on the market drivers, challenges, and opportunities in the Spain advertising market.
• Porter's five forces analysis assists stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the Spain advertising industry and its attractiveness.
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.