Advertising investment grows by 2.3% in 2025, but loses ground against inflation and GDP - Five Days

Advertising investment in 2025 rose 2.3%, according to the headline, but that nominal growth fell short of both inflation and GDP expansion, implying a decline in real terms and a shrinking share of economic output. The transmission channel here runs through real-versus-nominal repricing: when ad spending lags inflation, the sector's real contraction signals weakening corporate marketing budgets, which feeds into expectations for revenue growth at media and advertising firms. Broadcasters, digital platforms, and publishers that depend on advertising revenue are most exposed, since their top-line growth is directly tied to these budget decisions, while GDP itself is affected only at the margin given the sector's relatively small weight in the economy. Traders should watch the next national accounts release from the Spanish statistics institute (INE) for updated GDP growth figures, alongside the monthly consumer price index, to assess whether the gap between advertising growth and macro aggregates is widening or narrowing.

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