Advertising spending rose 1.5% in the first quarter of 2025, according to Infoadex

Advertising spending in Spain grew by 1.5 % in the first quarter of 2025, reaching 1,303 million euros, according to data from InfoAdex. However, it is important to note that behind this positive figure lie certain trends that require a strategic and in-depth analysis: linear TV and search are losing ground, while digital and out-of-home media are gaining prominence.

We analyze these trends so that we can use them to identify real opportunities for brands, pinpoint growth drivers, and, of course, understand what kind of activation and strategy the new context requires.

Key Findings from the InfoAdex Report (Q1 2025)

_{Source: InfoAdex}

Market Highlights

1. Digital, Out-of-Home, and Social: The Natural Winners in an Era of Audience Fragmentation

The strong growth in Outdoor (+18.5 %), Movie Theaters (+17.1 %), and Other Websites (+10.3 %) shows that brands are seeking a presence in high-impact, contextual formats beyond traditional screens. At the same time, social media is consolidating its share of the advertising mix (+2.9 %), thanks to its ability to target audiences and drive engagement.

➡ Insight: Omnichannel strategies—where campaigns combine physical and digital channels with a strong contextual component—are generating better returns.

2. Search and TV: Clear Signs of Saturation and Transformation

Both Search (-1.2 %) and TV (-3.3 %) reflect a structural shift. In the case of television, the linear model is losing ground to on-demand viewing and OTT platforms.

Even more significant is the decline in Search, a channel that has historically led digital advertising spending. This shift could be due to market saturation, changes in cookie policies, or greater cost control on the part of advertisers.

➡ Insight: It’s time to rethink our performance strategy. We need to move beyond mere search optimization to full-funnel activation based on data and dynamic creativity.

3. The opportunity lies in convergence

Media such as Radio + Digital Audio (+2.2 %) or even daily newspapers and Sunday editions (+3.0 %) show that, when integrated into the digital environment, traditional media can provide added value. The hybrid model is no longer just an option—it is now the reality.

➡ Insight: The key is connecting channels, audiences, and messages. Our integrated activation models allow you to optimize cross-channel spending, personalize in real time, and scale audiences.

So now, how do we adapt to this new reality?

Our proposal is based on three strategic lines of action to address the new landscape:

1. Data-Driven Full-Funnel Marketing

Brands must stop operating in silos and start understanding the impact of each medium on the entire customer journey. Our methodology combines data, technology, and creativity to launch campaigns with a holistic approach.

2. Strategies with Impact and Context

Every point of contact with the user counts, which is why we focus on native, personalized, and measurable formats—both digital and print—tailoring our approach to each touchpoint.

3. Continuous performance-based optimization

Instead of investing more, it’s about investing better. We align creativity, segmentation, and channels to ensure the best return, even in media with slower growth.

In short, the 1.5 % growth in advertising spending does not signal stability but rather transformation. What we are seeing is a shift in budgets toward more flexible, measurable, and relevant media, which require more sophisticated strategies.

At MIO One, we help brands navigate this complexity by launching connected campaigns that create value throughout the funnel.

Sources:

• InfoAdex, S.A. (2025). Trends in Advertising Spending in Spain—First Quarter 2025.

• Created by MIO One.

Communications Department