Spain sees increase in advertising investment

In December, the Spanish Association of Advertisers (AEA) presented the findings of their latest study "Commercial communication in permanent change".

The study was conducted by the AEA Advertising Observatory whose main objective is to create periodical reports on trends in the advertising and media sectors in Spain. In 2015, the Observatory released a study on "Consumer perception on advertising in the media".



This year's study was carried out by a group of academics from 16 universities who delved into various sectoral data to identify current trends and the impact of advertising on Spain's economy and society.

AEA found that:

• The number of companies in advertising grew by 8.6% compared to the previous year, to 35,005 businesses in total, a proof that investments are growing. The study suggests that this is due to the restructuring of the sector after the economic crisis along with the growth of SMEs;


• Advertising's contribution to Spain's GDP reached 1.29% with a turnover of %u20AC14 billion, slightly higher than last year;


• The number of people employed in advertising and market research increased significantly, to 79,700 employees in total;


• The number of students involved in advertising-related programmes in Spain's public universities dropped from 23,371 to 22,622, however this number excludes students enrolled in private schools.

You can download the full report here. For more information, contact AEA.