Advertisement only grows online in Spain

Fri 27 February 2009 09:19, Bas van den Beld

Advertisers in Spain spent a total of 14.915 million euros in media advertising, compared to 16.121 million in 2007. According to the study by Infoadex, conventional media were the most affected by the crisis, with a decrease of 11.1%, while non-conventional media reversed its losses by 4%. Internet was the only channel not affected by the crisis and it grew 26.5%, with an investment of 610 million euros.

Investment in conventional advertising was 7.102 million. Newspapers fell by 20.4%; magazines, 14.5%, television 11.1%, and cinema, a dizzying 45.4%. Cinemas only received 21 million euros. This, and the general trend of this media, suggest the future disappearance of cinema as an advertising media. Radio and outdoor fell 5.3 and 8.8%. Television was, as usual, the preferred media for advertising Spanish advertisers and has received a total of 3.082 million. National and regional chains attracted an investment of 2988.1 million euros, 11% less than in 2007.

Advertisers spent 610 million euros on the Internet, 26.5% more than in 2007. Sponsored links received 324.4 million euros, a growth of 35.5%, and display, 285.6 million (+16.7%).

"Digital marketing services on the Spanish market are growing rapidly and is fast becoming one of the most important markets in Europe" said Lennert de Rijk, Managing Director of Onetomarket in Spain. "Last year we realized over 100% growth and we are expecting the same for this year. Many companies will have no choice but to better understand digital marketing in 2009 because their competition certainly will, and they shift budgets from offline to digital marketing efforts".

During 2008 Telefónica was the leading advertiser, with 173.8 million euros. The next ones in Top Ten were Procter & Gamble (131.9 million), L'Oreal (107.7), El Corte Ingles (96.4), Vodafone (87.5), Volkswagen-Audi (86.6) Renault (69.7), Danone (67.6) and ING Direct (61.4). The Top 20 advertisers last year accounted for 21.4% of total investment.

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