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InfoAdex, a leading company in the control and research of the advertising sector in Spain, has presented the ‘Study of Advertising Investment in Spain 2021’, in a digital event via Zoom. The event has been dedicated to the founder and president of InfoAdex, Miguel Ángel Sánchez Revilla, who passed away on January 9.
The data from InfoAdex, have been strongly influenced, as might be expected, by the health crisis caused by the pandemic in which we have been immersed since the beginning of last year.
For the fourth consecutive year, InfoAdex provides data on Social media within the digital medium. As a novelty in 2020, InfoAdex has begun to control RR.SS and APP’s since the second quarter, which allows the market to finally have better information about how investment is distributed in these media. In 2020, advertising in Facebook, Instagram, YouTube and Twitter; in 2021 it will expand to LinkedIn and TikTok.
Also included for the second time in the study is data from Native Advertising and Influencers; this information is currently included in the Estimated Media, although there would already be a part that InfoAdex would directly control and in the future could be transferred to the Controlled Media. In this 2021, InfoAdex intends to have information on advertising investment in e-sports. This information will appear in the next edition of the investment study.
The estimated real investment recorded by the advertising market in 2020 stood at a volume of 10,793.6 million euros, which represents a decrease of 17.9% over the 13,151.5 million euros that were reached in the previous year.
The fall of the controlled media (formerly known as conventional media) has been from 18,1%, from the 5,957.7 million euros registered in 2019 to the 4,878.9 million investment in 2020. As a consequence of this, the percentage of the total market obtained by the controlled media in 2020 was 45.2%, a figure that is 1 tenth lower than the previous year.
In turn, the so-called estimated media (previously called unconventional media) represented 54.8% of the total investment in 2020, with 5,914.7 million euros invested in the year, a figure 17.8% lower than the 7,193.8 million registered in 2019.
During the year that is being analyzed, a year marked by the health crisis caused by the COVID-19 pandemic, all the controlled media have suffered drops in their investment figures, especially the print media (newspapers -30.8%, magazines -43.3% and Sunday -53.7%) and the Foreign and Film media, with falls of 47.7% and 73.3% respectively.
Within controlled media, cinema, is the one with the lowest absolute figure within the controlled media, represents 0.2% and has registered a decrease in its figure of 73.3%, going from the 36.5 million it had in 2019 to 9 , 6 million obtained in 2020. This means that it was the medium that lost the most investment last year, something logical, considering that the cinemas were closed for several months and some still are, while those that remain open do so with multiple limitations, including activity only during the weekend. The fall of more than 73 percent in advertising investment is curiously in line with the reduction in the global box office in Spain in 2020. From January to December of last year, Spanish cinemas collected about 170 million euros, which was 445 million euros less than in 2019. The total box office, including Spanish and foreign cinema, fell almost 77 percent, while the number of spectators fell by 76.6 million, because only around 28 went to theaters in 2020, 2 millions.
In 2019, advertising investment in cinema was 36.5 million euros, which represented 0.6 percent of the percentage distribution in media controlled by InfoAdex (formerly known as conventional). Therefore, the Cinema medium maintained the share of 2018 in 2019 and also last year it ranked seventh for its volume of advertising investment. In 2018, investment in cinema also ranked seventh among mainstream media, now controlled, also maintaining the share registered in 2017. With this, the interannual growth registered by the cinema medium in 2018 was 3.2 percent, going from the 33.7 million euros it had in 2017 to 34, 7 million euros obtained in 2018, one million euros more. The cinema was in this case the third medium that grew the most in 2018, after Internet and Radio.
Digital occupies for the second consecutive year the first position by volume of investment within the controlled media and as a whole there has been a reduction in 2020 of 5.3%, with a volume of advertising investment of 2,174.3 million euros compared to 2,296.2 million in 2019. The percentage that Digital This represents 44.5% of the total investment in 2020 in the controlled media chapter.
The middle TV is the second medium by volume of business, with a 33.6% share of all controlled media decreasing 1 tenth compared to the percentage that reached in 2019. The fall in investment experienced by the television medium in 2020 has been 18.4%, placing its figure at 1,640.3 million euros compared to 2,009.3 million of the last year.
In third place by investment volume is the medium radio, which receives an investment of 374.9 million euros in 2020, while in the previous year this investment was 486.4 million, which places the evolution of this medium in a decrease of 22.9%. Radio media accounts for 7.7% of advertising investment directed at controlled media, with which its quota has dropped five tenths compared to what it obtained in 2019.
The middle diaries, which has reached a volume of advertising investment in 2020 of 335.8 million euros, occupies the fourth place, representing 6.9% of the total advertising investment collected in the controlled media, which has meant a loss of participation of 1.3 points compared to what it had in 2019. The advertising investment obtained by newspapers in 2020 is 30.8% below the figure of the previous year, which was 485 , 2 million euros.
Exterior It is the fifth medium by volume of advertising investment and represents 4.5% of the total of the analyzed media, with its share down 2.6 points compared to the previous year. Foreign investment in 2020 was 221.3 million euros, suffering a drop of 47.7% compared to the 423.3 million registered in 2019.
In sixth place appears the middle journals, with a decrease in its investment figure of 43.3% that has meant it to go from the 194.8 million euros that it obtained in 2019 to the 110.5 million that have been achieved in 2020. The weight that the magazine media has over the total of controlled media With this, it has stood at 2.3%, with a loss of 1 point compared to the 3.3% it held in 2019.
Investment in Sunday, in seventh place, was 12.3 million euros, which represents 0.3% of the percentage distribution in controlled media, down one tenth compared to 2019 and has experienced a year-on-year decrease of 53.7% over the 26.6 million obtained in 2019.
Source: InfoAdex
The first advertiser of 2020 is Orange, with a total investment of 64.5 million euros, which represents 1.9% of the total advertising investment controlled in controlled media in Spain.
| ADVERTISERS | Investment 2020 (mlls €) | Quota over total 2020 | |
| 1 | ORANGE SPAIN, SA | 64,5 | 1,9% |
| 2 | PROCTER & GAMBLE ESPAÑA, S.A. | 64,4 | 1,9% |
| 3 | L OREAL ESPAÑA, SA | 61,0 | 1,8% |
| 4 | TELEFONICA, SAU | 49,4 | 1,5% |
| 5 | VOLKSWAGEN GROUP ESPAÑA DISTR.,S.A. | 48,6 | 1,4% |
| 6 | LINEA DIRECTA ASEGURADORA, SA | 48,0 | 1,4% |
| 7 | EL CORTE INGLES, SA | 47,7 | 1,4% |
| 8 | VODAFONE SPAIN, SAU | 45,3 | 1,3% |
| 9 | PSAG AUTOMOVILES COMER.ESPAÑA, SA | 43,6 | 1,3% |
| 10 | MUTUA MADRILEÑA AUTOMOVILISTA, SA | 42,8 | 1,3% |
| 11 | CIA.SERV.BEB.REFRESC.SL (COCA COLA) | 37,6 | 1,1% |
| 12 | NESTLE ESPAÑA, S.A. | 37,1 | 1,1% |
| 13 | TOYOTA ESPAÑA, S.L.U. | 35,7 | 1,1% |
| 14 | RENAULT ESPAÑA COMERCIAL, SA | 35,0 | 1,0% |
| 15 | FORD ESPAÑA,S.L. | 33,8 | 1,0% |
| 16 | ORGANIZACIÓN NACIONAL CIEGOS ESPAÑA. | 31,7 | 0,9% |
| 17 | SAMSUNG ELECTRONIC IBERIA, S.A. | 29,8 | 0,9% |
| 18 | BBVA, SA | 29,6 | 0,9% |
| 19 | SECURITAS DIRECT ESPAÑA, S.A.U. | 27,1 | 0,8% |
| 20 | XFERA MOVILES, S.A.U. | 23,0 | 0,7% |
| TOTAL 2O FIRST | 835,6 | 24,6% |
Source: InfoAdex
The sum of the advertising investment of the top twenty advertisers in 2020 represents 24.6% of the total controlled advertising investment.
Investment by sectors
The first sector by volume of investment in 2020 is Automotive, with a market share of 11.4%, followed by Distribution and Catering with 11.0% of controlled investment. The sum of the top ten sectors represents 79.1% of the total controlled advertising investment.
| SECTOR | Investment 2020 (mlls €) | % evol. | |
| 1 | AUTOMOCION | 387,4 | -31,4% |
| 2 | DISTRIBUTION AND RESTORATION | 374,4 | -16,0% |
| 3 | FINANCE | 350,1 | -10,9% |
| 4 | TELECOMMUNICATIONS AND INTERNET | 295,4 | -2,6% |
| 5 | FEEDING | 293,6 | -2,8% |
| 6 | PUBLIC AND PRIVATE SERVICES | 283,1 | -8,4% |
| 7 | BEAUTY AND HYGIENE | 233,7 | -27,1% |
| 8 | CULTURE, EDUCATION, COMMUNICATION MEDIA. | 227,6 | -30,8% |
| 9 | BEVERAGES | 124,7 | -33,5% |
| 10 | GAMES AND BETS | 121,3 | -16,8% |
| 11 | HEALTH | 120,9 | -5,7% |
| 12 | TRANSPORTATION, TRAVEL AND TOURISM | 89,2 | -53,3% |
| 13 | HOME | 81,2 | -9,4% |
| 14 | SPORTS AND FREE TIME | 79,0 | -22,4% |
| 15 | ENERGY | 70,1 | -6,2% |
| 16 | SEVERAL | 69,7 | -25,9% |
| 17 | CLEANING | 46,1 | 3,3% |
| 18 | CONSTRUCTION | 37,6 | -44,2% |
| 19 | TEXTILE AND CLOTHING | 36,8 | -32,8% |
| 20 | INDUSTRIAL, MATERIAL.WORK, AGROPE. | 28,1 | -20,1% |
| 21 | OFFICE AND COMMERCE EQUIPMENT | 26,2 | -5,0% |
| 22 | PERSONAL ITEMS | 23,8 | -54,3% |
| 23 | TOBACCO | 0,1 | 56,5% |
| TOTAL CONTROLLED INVESTMENT | 3.400,3 | -20,2% |
Source: InfoAdex. Only includes InfoAdex controlled media
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