Let’s look at the state of advertising spending. In April, the total budget took a hit, dropping 7.4% to 459.6 million euros. That’s down from 496.4 million euros in the same month last year. Most media outlets saw their budgets shrink, according to the InfoAdex study on advertising investment in Spain 2025.
TV took the biggest hit, with a 17.8% decline in April. That puts the total spend at 133.7 million euros, down from 162.6 million euros last year. Digital TV wasn’t as bad, but traditional TV took a beating, falling from 145.1 million euros to 116.0 million euros.
The next biggest drop was in movies. Cinema advertising budgets fell 11% in April, from 1.4 million euros to 1.2 million euros.
Newspapers and Sunday papers saw a 7.9% decline in ad spend, to 52 million euros. That’s down from 56.5 million euros last year. Radio and digital audio also took a hit, with a 7% drop to 46.9 million euros.
Social media and search advertising weren’t immune either. Social media spend fell 3.2% to 66.7 million euros, while search dropped 1.7% to 65.8 million euros.
Some bright spots
Not all the news is bad. Some websites that aren’t affiliated with TV, newspapers, or radio saw a 7.3% increase in ad spend, to 47 million euros. Outdoor and magazine advertising also saw small gains, with budgets rising 1.1% and 0.4% respectively.