{"id":10803,"date":"2025-05-08T12:12:16","date_gmt":"2025-05-08T10:12:16","guid":{"rendered":"https:\/\/mio.one\/blog\/advertising-spending-rose-1-5-in-the-first-quarter-of-2025-according-to-infoadex\/"},"modified":"2026-07-09T10:19:42","modified_gmt":"2026-07-09T08:19:42","slug":"advertising-spending-rose-1-5-in-the-first-quarter-of-2025-according-to-infoadex","status":"publish","type":"post","link":"https:\/\/mio.one\/en\/blog\/advertising-spending-rose-1-5-in-the-first-quarter-of-2025-according-to-infoadex\/","title":{"rendered":"Advertising spending rose 1.5% in the first quarter of 2025, according to Infoadex"},"content":{"rendered":"\n

Advertising spending in Spain grew by 1.5\u202f% in the first quarter of 2025<\/strong>, reaching 1,303 million euros<\/strong>, according to data from InfoAdex<\/a>. 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<\/strong>. <\/p>\n\n

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

Key Findings from the InfoAdex Report (Q1 2025)<\/strong> <\/p>\n\n

\n
\n
Medium<\/strong> <\/td>Investment in Q1 2025 (M\u20ac)<\/strong> <\/td>% change vs. Q1 2024<\/strong> <\/td><\/tr>
Television<\/strong> <\/td>424,1 <\/td>-3.3\u202f% <\/td><\/tr>
Search<\/strong> <\/td>207,2 <\/td>-1.2\u202f% <\/td><\/tr>
Social Media<\/strong> <\/td>167,1 <\/td>+2.9\u202f% <\/td><\/tr>
Press (Newspapers and Sunday Editions)<\/strong> <\/td>145,5 <\/td>+3.0\u202f% <\/td><\/tr>
Radio + Digital Audio<\/strong> <\/td>128,6 <\/td>+2.2\u202f% <\/td><\/tr>
Other Websites<\/strong> <\/td>97,1 <\/td>+10.3\u202f% <\/td><\/tr>
Exterior<\/strong> <\/td>88,8 <\/td>+18.5\u202f% <\/td><\/tr>
Magazines<\/strong> <\/td>40,3 <\/td>+0.7\u202f% <\/td><\/tr>
Movies<\/strong> <\/td>4,2 <\/td>+17.1\u202f% <\/td><\/tr><\/tbody><\/table><\/figure>\n<\/div>\n<\/div>\n\n

Source: InfoAdex<\/em> <\/sub><\/p>\n\n

Market Highlights<\/strong> <\/h2>\n\n

1. Digital, Out-of-Home, and Social: The Natural Winners in an Era of Audience Fragmentation<\/strong> <\/p>\n\n

The strong growth in Outdoor (+18.5\u202f%)<\/strong>, Movie Theaters (+17.1\u202f%)<\/strong>, and Other Websites (+10.3\u202f%)<\/strong> shows that brands are seeking a presence in high-impact, contextual formats<\/strong> beyond traditional screens. At the same time, social media is consolidating its share<\/strong> of the advertising mix (+2.9\u202f%), thanks to its ability to target audiences and drive engagement. <\/p>\n\n

\u27a1 Insight<\/strong>: Omnichannel strategies<\/a>\u2014where campaigns combine physical and digital channels with a strong contextual component\u2014are generating better returns. <\/p>\n\n

2. Search and TV: Clear Signs of Saturation and Transformation<\/strong> <\/p>\n\n

Both Search (-1.2\u202f%)<\/strong> and TV (-3.3\u202f%)<\/strong> reflect a structural shift. In the case of television, the linear model is losing ground to on-demand viewing and OTT platforms. <\/p>\n\n

Even more significant is the decline in Search<\/strong>, 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.<\/strong> <\/p>\n\n

\u27a1 Insight<\/strong>: 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<\/strong>. <\/p>\n\n

3. The opportunity lies in convergence<\/strong> <\/p>\n\n

Media such as Radio + Digital Audio (+2.2\u202f%)<\/strong> or even daily newspapers and Sunday editions (+3.0\u202f%)<\/strong> show that, when integrated into the digital environment, traditional media can provide added value<\/strong>. The hybrid model is no longer just an option\u2014it is now the reality. <\/p>\n\n

\u27a1 Insight<\/strong>: The key is connecting channels, audiences, and messages<\/strong>. Our integrated activation models allow you to optimize cross-channel spending, personalize in real time, and scale audiences. <\/p>\n\n

<\/p>\n\n

So now, how do we adapt to this new reality?<\/strong> <\/h2>\n\n

Our proposal is based on three strategic lines of action to address the new landscape: <\/p>\n\n

1. Data-Driven Full-Funnel Marketing<\/strong> <\/p>\n\n

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

2. Strategies with Impact and Context<\/strong> <\/p>\n\n

Every point of contact with the user counts, which is why we focus on native, personalized, and measurable formats<\/strong>\u2014both digital and print\u2014tailoring our approach to each touchpoint. <\/p>\n\n

3. Continuous performance-based optimization<\/strong> <\/p>\n\n

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

<\/p>\n\n

In short, the 1.5\u202f% growth in advertising spending does not signal stability but rather transformation<\/strong>. What we are seeing is a shift in budgets toward more flexible, measurable, and relevant media<\/strong>, which require more sophisticated strategies. <\/p>\n\n

At MIO One, we help brands navigate this complexity<\/strong> by launching connected campaigns that create value throughout the funnel. <\/p>\n\n

Sources:<\/strong> <\/p>\n\n

    \n
  • InfoAdex, S.A. (2025). Trends in Advertising Spending in Spain\u2014First Quarter 2025<\/em>. <\/li>\n<\/ul>\n\n
      \n
    • Created by MIO One. <\/li>\n<\/ul>\n\n

      <\/p>\n\n

      Communications Department <\/p>\n","protected":false},"excerpt":{"rendered":"

      Advertising spending in Spain grew by 1.5\u202f% 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 […]<\/p>\n","protected":false},"author":4,"featured_media":9482,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[227,234,245],"tags":[333],"class_list":["post-10803","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data-analytics","category-marketing-and-advertising-strategy","category-media-planning","tag-report"],"acf":[],"yoast_head":"\nAdvertising spending in Spain: +1.5% in 2025<\/title>\n<meta name=\"description\" content=\"Advertising spending in Spain grew by 1.5% in the first quarter of 2025. 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