In terms of advertisers, the report places Stellantis España SL as the one that invested the most in digital during 2023, with a 1.5% market share and spending €20.1 billion on this channel. In second place is Orange España SA, with 1.2% and €16.3 billion invested, followed by El Corte Inglés SA, with 1.1% and €15 billion.
Fourth and fifth place go to Amazon EU Sarl Sucursal en España and CaixaBank S.A., each with a 1.1% market share and an investment of €14.9 billion.
Digital advertising investment in Spain will grow between 8% and 12% in 2023 (IAB Spain)
Television
Although within the Television channel, open National TV and pay channels have shown a slight decrease of 2.6% and 3.1% respectively, the channel in general showed an increase of 0.3%, positioning itself as the second medium by investment volume in which many advertisers continue to invest.
The report shows L'Oréal España SA as the advertiser with the highest volume of investment in Television, investing €55.5 billion in 2023, closely followed by Procter & Gamble España SA, with €48.8 billion armenia number data invested. Third and fourth place, and quite behind the first two, are for Stellantis España SL, with €31 billion, and Orange Spagne SA, with €29.5 billion.
Image showing advertisers with the highest advertising investment on television
Abroad
The outdoor media had an impressive growth of 16.1% and during 2023 it stood out as one of the best performing media.
On this channel we find some international advertisers who are betting heavily on outdoor advertising, such as Coca Cola, which became the advertiser with the highest investment in outdoor advertising during 2023, with an expenditure of €10.9 billion and a 3.5% market share.
In second and third place, we find Samsung and L'Oréal, each with a 2.8% market share and spending of €8.9 billion and €8.7 billion, respectively. Rounding out the top five are The Walt Disney Company (2.6% market share and €8.2 billion) and Netflix (1.9% and €5.9 billion).