Spain’s online advertising market generated around €3,450 million in 2019, with growth rates of 20% year-on-year.
Furthermore, according to a study published by the regulator CNMC, it exceeded the ad revenue jointly generated by traditional media (TV, press and radio).
Advertising in general search engines amounted to around €1,500 million, with Google accounting for more than 90% of the total. Meanwhile, Facebook, including Instagram, claimed over 40% of a display advertising sector worth around €1,950 million.
Within display advertising, the part that is grew the most was the €1,150 million generated by globally established platforms such as Facebook, Amazon or YouTube (the latter owned by Google), which sell their own advertising inventory.
Among its conclusions, CNMC notes that There is a remarkable concentration in the sector in Spain: Google absorbs more than 50% of the total income and Facebook more than 20%, so together they have more than 70% of the market.
Its recommendations include that competition authorities must keep applying competition policy continuously and decisively as the first line of defence in the online advertising market.
