Investment has fallen by 5.3% in 2020 compared to 2019, but the business fabric increases by 5.2%, according to the Observatory of Advertising in Spain 2021.
The Spanish Association of Advertisers (AEA) presented this Wednesday the seventh edition of the Observatory of Advertising in Spain 2021, which analyzes the economic and social evolution of the advertising sector during 2020. This study has been carried out by the Communication Forum, which brings together 16 universities, and in this edition he has also collaborated with the monograph ‘Communication at the service of the advertiser’, prepared by the Committee of Experts of the AEA, formed Arce Media-Auditsa, Boreal Media, Deloitte Consulting, Ebiquity, IMOP Insights, the Higher Institute for Internet Development (ISDI), KANTAR, ODEC, SCOPEN and Wavemaker, all of them collaborating partners of the Spanish Association of Advertisers.
After the welcome of Lidia sanz, general director of the AEA, and Marta Lozano, member of the board of directors of the association, the professors David Alameda and Juan Benavides has proceeded to perform a X-ray of advertising activity data, also observing the arrival of new models of relationship, content and technification. Despite the fact that 2020 has been an atypical year that shows the effects of the pandemic, Marketing experts and members of the Communication Forum have stressed that the indicators of the Advertising Observatory in Spain 2021 “are positive”.
One of the most relevant data is that the volume of advertising companies has grown by 5.2%, accounting for a total of 42,971, according to the source INE.DIRCE (National Institute of Statistics, Central Business Directory). More than 35% of companies have been born in the last year, which is indicative of a young, renewed sector with a great capacity for growth and reinvention. This growth is probably due, according to experts, to the fact that some seniors They have started their own businesses, as well as young people who find themselves without work, who do the same in the digital world.
Regarding the contribution of the aggregate investment of the advertising activity to the Gross Domestic Product (GDP), this places, according to the latest update of the INE, in the 1.23% compared to 1.30% the previous year.
Microenterprise business fabric
Regarding employment, the Labor Force Survey (EPA) shows that there is a moderate reduction. The data reflected 110,500 active people (-0.99%), 98,600 employed (-1.79%) and 74,800 salaried (-2.68%).
It has also been reflected in the study that the 99% of advertising companies have less than 20 employees, so there is a most micro-enterprises, with a profile by sex of a 58.6% of women, compared to 41.3% of men. By regional concentration, Madrid and Catalonia they make up 53.3% of advertising companies, with 12,999 and 9,897 respectively.
Turnover in the advertising sector drops 22.9% in 2020. The Advertising and market research sector accounts for 1.37% of the Spanish business fabric, with 46,658 companies, ahead of sectors as significant in Spanish society as “sports, recreational and entertainment activities” (45,754) or “industry of the feeding ”(25.309), for example. The sale of advertising space and time It accounts for 52.9% of the business volume of the advertising sector.
Descends the advertising investment
According to Infoadex data, in the ad spend, Digital continues to be the medium that receives the highest investment (2,174.3 million euros), having decreased by 5.3% compared to the previous year. It is followed by television (1,640.2 M), which fell 18.1%; radius (374.9M), with 22.9%; daily (335.8M), 30.8%; exterior (221.3M), 47.7%; magazines (110.5M), 43.3%; cinema (9.6M), 73.7% and Sunday (12.3M) and 53.8%.
Regarding the investment ranking by sectors, the Advertising Observatory indicates that the first place is occupied by automotive (€ 387.4 M), followed by distribution and restoration (374,3 M €) y finance (€ 350.2 M). If the ranking of sectors with the highest investment by media is analyzed, it is observed that food is the one that invests the most in television, automotive in digital and culture, education and radio communication media.
The student body, on the rise
In the 2020-2021 academic year there was a 2.4% increase in student body, going from 28,630 to 29,347 students in relation to 2019-2020. Graduates grew by 21.6% compared to the previous year and the offer of degrees related to digital marketing increased.
In addition, the report points out that most demanded professional profiles by companies and who will have special relevance are responsible for Digital Marketing, expert in Customer Satisfaction, expert in Artificial Intelligence, Director of Digital Strategy (CDO) and Data scientist and expert in Big Data.
The conclusions of the Advertising Observatory in Spain 2021
The pandemic has generated a new collaboration sensitivity, fruit of the uncertainty experienced, and has produced the following changes that, for Juan Benavides, had actually been observed for a long time. In this sense, David Alameda presented the conclusions of the presentation, highlighting the need to find new ways of acting and working.
- There is a need for cooperation between the various agents to build renewed relationships between advertisers and agencies.
- Companies are moving towards greater transversality. Verticality is broken and there is a tendency to work more on global projects, with the management of the brand being somewhat more shared.
- You need a redefinition of work models and of the contents. E-commerce, big data, as well as artificial intelligence have accelerated. At the same time, it is necessary to attend a helpful conversation with customer, with contents close to the sensitivity of the citizen.
- The digital transformation has generated a business technology. This entails implicit changes in roles and professional profiles, which must be able to understand the process in a more holistic way, but without losing specialization.
- The relationship between doing business and value creation. Strategy and tactics come together, and purpose and sales are also integrated.
- The short term by the current immediacy of society.
- The role of the brand it is basic with two approaches. One more strategic, of value creation, and another one of business assets aimed at short-term profit management.
- A great need arises for complementarity and collaboration between the media, as they undergo a transformation as advertising spaces and also in their relationship with the consumer. The memory and notoriety are no longer sought so much but the connection understood as a point of contact or brand platform.
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