InfoAdex has presented the Study of Advertising Investment in Spain 2022the twenty-eighth edition of this research that confirms the beginning of the recovery of advertising investment after a period of abrupt changes and instability, the vast majority of which were caused by the arrival of the pandemic in 2020.
A) Yes , the estimated real investment recorded by the advertising market stood at a volume of 11,601.9 million euros, compared to the 10,765.1 million euros that were reached in the previous year, which results in a total growth of real investment estimated for 2021 of 7.8%. Thus the bump that occurred in the 2019/2020 period is overcome, . Despite this, we have not yet recovered the level of investment prior to the pandemic, set at 13,151 million euros.
In the case of controlled media (previously called conventional media) the growth has been of the 11.5%, going from 4,878.9 million euros in 2020 to 5,440.9 million of investment in 2021. Therefore, the percentage of the total market obtained by the controlled media in 2021 was 46.9%, an increase of 1.7 points compared to the previous year.
Secondly, the estimated means (previously unconventional media) they represented 53.1% of the total investment in 2021, with 6,161 million euros invested in the year, a figure 4.7% higher than the 5,886.1 million registered in 2020.
Controlled media: digital, the only item that has grown steadily in the last 2 years
For the third consecutive year, the departure of digital occupies the first position by volume of investment within the controlled mediaand as a whole it has had a growth of 14.2% in 2021, with a volume of advertising investment of 2,482.2 million euros compared to 2,174.3 million in 2020. The percentage that the digital area represents of the total investment in 2021 in the controlled media chapter is 45.6%.
It is the second medium by volume of business, with a participation of 32.6%, decreasing one tenth compared to the percentage it reached in 2020. The increase in television investment has been 8.3% in 2021 with a figure of 1,776 .2 million euros compared to 1,640.3 million the previous year.
It is remarkable the evolution of cinema, which managed to move up a position this year, placing itself in seventh place within the controlled media. The return to theaters helped a growth of 30.5%, going from 9.6 million in 2020 to 12.5 million obtained in 2021.
Secondly, Exterior It is the fifth medium by volume of advertising investment and represents 5.3% of the total of the analyzed media, increasing its share 0.8 points compared to the previous year. Foreign investment in 2021 was 289.6 million euros, an increase of 30.9% compared to the 221.3 million registered in 2020.
Estimated media: investment in influencers grows 23.9%
Of the set of 16 means that make up the group of estimated means, eleven of them had a positive resultshowing increases in its investment volume compared to the previous year.
The telephone marketing item obtained a share of 24.8% with a growth of 10.7% in 2021, reaching 1,531.3 million euros compared to the 1,383.4 million it showed in the previous year.
Second according to your investment figure, personalized mailing with 23.7% of the total estimated mediawhich in 2021 received an investment of 1,463.6 million euros compared to 1,420.6 million received in the previous year, having experienced a year-on-year growth of 3.0%.
A point to note is which is in fourth place this year for its volume over the total, and represents 6.8% of the estimated media figure, increasing its investment in 2021 by 14.6% to stand at 416.7 million euros.
In addition, the area received an investment of 93.7 million euros in 2021, which represents a great growth of 23.9% compared to the 75.6 million in 2020.
L’Oréal Spain, leader in investment
With a total investment of 71.1 million euros, L’Oréal Spain goes from fifth place in 2020 to position itself as the leader in advertising investment in 2021which represents 1.8% of the total in controlled media, while the Volkswagen Spain Group falls from first place in 2020 to seventh position this year with 46.2 million euros, which represents 1.2% of the total.
The sum of ad spend from the top 20 advertisers in 2021 it represents 21.9% of the total controlled advertising investment. These are the 10 most relevant:
By sectors, the brands belonging to the area of distribution and restoration accounted for 11.9% of the total, followed by finance with 9.4%. The sum of the first ten sectors represents 77.6% of the total controlled advertising investment.
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