During the first quarter of 2019, advertising investment on traditional media has increased with respect to the previous year, reaching the amount of 973.2 million euros.
During this quarter, the media experiencing the biggest increase in advertising investment was Internet, with an increase of 12.2% with respect to the previous year quarter. In addition, other traditional media increased their advertising budgets, as it were the cases of the film industry (11.9%), outdoor advertising (with a growth by 1.3%), and radio (8.0%).
Although the media with the highest volume of advertising investment is still television with 497.5 million euros just in the first quarter of 2019, its advertising investment decreased by 0.9% compared to the first quarter of 2018. Other media that have also experienced a decrease in its volume of advertising investment have been newspapers, with a decrease by 6.3%, magazines (9.1%), and Sunday specials (5.8%).
This growth and/or decrease that advertising investment has experienced is, in some cases, due to changes in consumer habits of different media by users.
An example of this has been the loss of strength of print media (newspapers, etc.) losing users due to the rise of digital press. Moreover, a media that is experiencing an increase in its advertising investments is outdoor advertising, thanks to the digitalization of different media such as billboards, which allow reducing the cost of renting and display different advertisements on the same fence.
Source: InfoAdex, S.A.