Advertising Sector
The advertising industry is aimed at the dissemination of merchandise or resources through the media with the aim of motivating the public to consume.
Advertising Media
There exists a variety of means to achieve advertising, which can be grouped into two categories:
Conventional means or "Above The Line" (ATL): television, radio, print and outdoor advertising.
Unconventional Means or "Below The Line" (BTL): product placement, closed ads, in-store ads and online ads.
Characteristics of the sector in Spain
High concentration: large investments come from a small number of advertisers
Season: the largest investments are made in May / June and November / December.
High sensitivity to changes in economic factors: there is a strong relationship between advertising expenditure and GDP. Due to the current crisis, ad spending in 2009 was € 12,699 million, which represents a decrease of 14.9% on the investment in 2008 (€ 14,915 mil.).
Inequality between media investment: greater investment in unconventional means (55.7%) than conventional (44.3%).
The Madrid Region
The Madrid Region is one of the most important centers for the public sector in Spain. A significant number of the advertising companies are in the Madrid Region (37.9%).
97.3% of investments come from the 30 largest advertising sector agencies, all of them with an office in Madrid.
The typology of the main customers in the Madrid Region is very similar to the rest of the Spanish geography.