Offline advertising: types, examples and what it costs

What counts as offline advertising, how much is spent on each medium in Spain and what it costs to start in each one if you run a small business. InfoAdex figures and public prices, with sources.

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Offline advertising is advertising that reaches people outside the internet: traditional TV, radio, printed newspapers and magazines, billboards, bus shelters and buses, cinema, leaflet drops and point-of-sale advertising. In Spain it is still a huge part of the market: according to InfoAdex, in 2025 the non-digital part of the media it measures in detail added up to 2,773.3 million euros, 44.3% of their spend (Publicit's calculation from its table), and linear TV alone took 1,513.7 million. You no longer need an agency to use it: a 20-second spot on a Cadena SER district station costs from 11 euros, a local TV airing between 35 and 100 euros, and on Publicit you can put your ad on connected TV or on screens in your city from 500 euros per campaign.

What types of offline advertising are there?

There are eight main families. InfoAdex measures the first five outlet by outlet and estimates the rest. The figure is what was spent in Spain in 2025 on their non-digital part.

  • Linear TV. Ads a channel broadcasts in its schedule, the same for everyone watching at that moment. 1,513.7 million euros in 2025. Bought by airings or GRPs; on a local station each 20-second airing costs 35 to 100 euros.
  • Radio. 15 to 30-second spots and programme sponsorships. 502.0 million in its non-digital part, 85% of what radio receives including its digital audio. A 20-second spot ranges from 11 euros on a SER district station to about 400 in most provincial capitals.
  • Outdoor. Billboards, mupis, bus shelters, banners, buses, metro and taxis. 268.4 million on printed sites and 192.1 on digital screens, 460.5 in total (+6.7%). A bus shelter costs 112 to 350 euros per face per week, excluding printing and VAT.
  • Printed press and magazines. Ads by module or page. Daily and Sunday papers took 337.6 million in print, 45% of their spend; magazines 126.6 million. Each paper publishes its rates.
  • Cinema. The spot before the film. 25.0 million in 2025, up 6.2% on 2024.
  • Leaflet drops. Unaddressed advertising delivered to letterboxes and workplaces. 179.6 million, down 20.0%. Delivering a thousand leaflets costs 12 to 18 euros, plus printing.
  • Point-of-sale advertising. Posters, displays, signage and merchandising in store: 1,510.5 million, the second-largest estimated medium. In-store activation added another 78.7 million.
  • Sponsorship, trade fairs and gifts. Sports sponsorship moved 631.7 million, trade fairs and exhibitions 48.6 and promotional gifts 47.1, up 17.9%.

How much is spent on offline advertising in Spain?

InfoAdex splits each medium into its digital and non-digital parts. In 2025, the non-digital part of TV, radio, newspapers, magazines, outdoor and cinema added up to 2,773.3 million euros, 44.3% of the 6,267.0 million invested in measured media, according to Publicit's calculation from the InfoAdex 2026 study table. Linear TV is by far the largest offline medium, and outdoor is the one growing fastest: up 6.7% in 2025, with 41.7% of its spend already on digital screens.

Medium (InfoAdex)Total 2025Of which non-digitalvs 2024
Television€1,784.4M€1,513.7M−4.4%
Daily and Sunday papers€750.1M€337.6M+0.1%
Radio and digital audio€590.2M€502.0M+2.6%
Outdoor€460.5M€268.4M+6.7%
Magazines€216.3M€126.6M+1.0%
Cinema€25.0M€25.0M+6.2%

The change is for the whole medium, including its digital part: InfoAdex does not publish the change of the non-digital part separately.

What is the difference between online and offline advertising?

The difference is how it is bought and who it reaches. Online advertising is bought self-service, per click or per impression, and targets people by what they search for or are interested in. Offline has always been bought by space and time: an airing, a radio spot, a billboard face for a week, and it reaches everyone in that place or watching that channel. That is why offline mainly makes you known to people who are not looking for you yet, and online helps those already looking to find you. The line is blurring: connected TV and digital street screens are now bought by impressions, like an online ad, but they are seen on the living-room screen or in the street.

Offline advertising examples for a small business

What it costs to start in each medium, at public prices. Not what a campaign that works costs, which depends on your sector and your area.

  • A spot on your local radio: from 11 euros per 20-second spot on Cadena SER district stations, according to its 2025 local rates.
  • An ad on local TV: 35 to 100 euros per 20-second airing.
  • A bus shelter or mupi near your shop: 92 to 350 euros per face per week, plus printing.
  • A digital street screen: from 135 euros per screen per week, with no printing cost.
  • A leaflet drop in your neighbourhood: 12 to 18 euros per thousand leaflets, plus printing.
  • Your ad on Prime Video, Atresplayer or Pluto TV in your city only: on Publicit, from 500 euros per campaign and 50 a day, seeing each space's price before you pay.

How to advertise without social media

If you do not want to depend on Facebook, Instagram or TikTok, offline advertising is the natural alternative: it reaches people outside your social audience and does not compete for attention in a feed. Start with what puts you in front of people who already pass by: your shop window and point-of-sale material, a leaflet drop in your neighbourhood and a bus shelter or screen on your street. If you want your whole city to know you, local radio and local TV cover your whole area from 11 and 35 euros per spot or airing, and connected TV lets you advertise on platforms like Prime Video in your city only.

How to buy offline advertising without an agency

Radio, local press and leaflet drops are bought directly from each station, paper or delivery company, which publish their rates or give them by phone. National TV and large billboards are still sold mostly through agencies and media buying groups.

On Publicit you buy outdoor (billboards, bus shelters, mupis, digital screens and transit) and connected TV self-service: you pick spaces on a map, see the price each publisher sets, and pay that price plus a 10% fee and VAT. You are only charged when the publisher approves your ad, and the money is held until it runs.

Frequently asked questions

Advertising that reaches people outside the internet: linear TV, radio, printed press and magazines, outdoor (billboards, bus shelters, transit), cinema, leaflet drops and point-of-sale advertising. It is bought by space and time, and reaches everyone in that place or watching that channel.

TV, radio, outdoor, printed press and magazines, cinema, leaflet drops, point-of-sale advertising, and sponsorship, trade fairs and promotional gifts. The largest is linear TV: 1,513.7 million euros in 2025, according to InfoAdex.

In 2025, the non-digital part of TV, radio, newspapers, magazines, outdoor and cinema added up to 2,773.3 million euros, 44.3% of spend in measured media (Publicit's calculation from InfoAdex data). Linear TV alone took 1,513.7 million.

A spot on a district radio station (from 11 euros on the SER), a local TV airing (35 to 100 euros), a bus shelter near your shop (112 to 350 euros a week), a leaflet drop in your neighbourhood (12 to 18 euros per thousand) or a connected TV ad in your city only (from 500 euros on Publicit).

They do different jobs. Online reaches people already looking for what you sell; offline makes people who are not looking yet know you. Many small businesses use both: Google to capture existing demand, and radio, outdoor or TV to create it in their area.

It depends on the medium. In 2025 TV fell 4.4%, but outdoor grew 6.7%, cinema 6.2% and radio 2.6%, according to InfoAdex. What is changing is that more and more offline is bought digitally: 41.7% of outdoor already runs on screens.

Sources

Investment figures are from InfoAdex. Starting prices are public third-party figures, with their date. Publicit facts come from the platform itself.

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Publicit Global S.L., Barcelona. InfoAdex figures read on 7 October 2026; third-party prices with each source's date.