Advertising preps for real recovery in Spain

DetailsJuan Fernandez Gonzalez | 23 December 2014

Following a 2014 in which many sectors of the advertising business have shown signs of recovery, Spain is preparing for a 2015 with general and stable growth with pay-TV and online video also set to co-lead a market topped by the mobile industry.

According to Zenith experts' panel, a general 1% growth is expected for 2015, something to be savoured after six consecutive years of falls since 2008. Mobiles are set for 8.5% growth during the following year, online video (6%), pay-TV (4.6%) and free-to-air (FTA) TV (4.4%).

The figures are a continuation of the numbers shown during 2014, specially regarding the second half of the year, during which most of Zenith experts consider the market reactivation has started.

By the end of the year 2014, the online video ads business is projected to see a 29% increase in business, a boom which has placed Spain on the online video map and pay-TV by 3.5%, with FTA closely following it growing by 3.2%.

Social networks investments will be also gathering a big slice of the pie, almost reaching 45 million and showing 14% by the end of the year. Apps and mobile sites ads will be also gaining importance in the publicity industry.