TV advertising statistics in Spain (2026)

How much is spent on TV advertising, how fast connected TV is growing, how many homes have a smart TV and how much TV people watch. Figures from InfoAdex, IAB Spain, AIMC, Barlovento and the CNMC, each with its date and link.

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Figures checked on 7 October 2026 against each source's original document. Sources, with links, are at the end.

In 2025, advertisers spent 1,784.4 million euros on television advertising in Spain, 4.4% less than in 2024, according to InfoAdex, and TV remained the largest medium, with 28.5% of spend in measured media. Within that figure, connected TV (ads on smart TVs and streaming apps) took 179.8 million euros, up 49.2%, and already accounts for 10.1% of all TV spend. In 2026 the medium as a whole is growing again: 1,078.6 million euros from January to August, up 1.4%, while linear TV fell 2.8% in the first half. Audiences are moving the same way: 76.6% of Spanish homes have a smart TV, according to AIMC, and each person spends 54 minutes a day on uses of the TV set other than traditional TV, 25% of screen time, according to Barlovento with Kantar data.

How much is spent on TV advertising in Spain?

Television received 1,784.4 million euros of advertising investment in 2025, down from 1,867.1 million in 2024, according to the InfoAdex study of advertising investment in Spain 2026, published on 11 February 2026. That is 28.5% of spend in measured media, the most of any medium. InfoAdex counts connected TV and broadcasters' websites inside television, so those 1,784.4 million split into 1,513.7 million of non-digital, traditional linear TV, and 270.7 million of digital. Spain's total advertising market was 12,745.4 million euros in 2025, 2.6% less than the year before.

Item (InfoAdex)2025vs 2024
Total advertising market in Spain€12,745.4M−2.6%
Television, whole medium€1,784.4M−4.4%
  Non-digital (linear) TV€1,513.7Mnot published
    of which national free-to-air TV€1,348.9M−9.4%
  Digital part of TV€270.7Mnot published
    of which connected TV€179.8M+49.2%
    of which broadcasters' websites€90.9M+2.1%

Two groups take almost all free-to-air TV: Atresmedia billed 621.8 million euros in TV advertising in 2025 (−9.5%) and Mediaset España 615.8 million (−9.7%), according to the same InfoAdex release.

How fast is connected TV advertising growing?

Connected TV is the fastest-growing part of television. According to InfoAdex, it received 179.8 million euros in 2025, 49.2% more than the 120.5 million of 2024, and rose from 6.5% to 10.1% of all TV spend. IAB Spain, which measures it with a different method together with PwC, reports a similar figure: more than 174 million euros in 2025, up 48.4%, and up 121.5% since 2023. For 2026, IAB Spain records 118.9 million in the first half alone, 53.6% more than a year earlier, and in its forecast of 1 October 2026 expects the year to close between 29.3% and 40.5% above 2025, the highest growth in all of digital advertising.

InfoAdex and IAB Spain measure connected TV with different scopes: their figures are similar but must not be added or subtracted. If you cite one, cite its source.

2026: TV as a whole grows while linear falls

TV advertising is rising again in 2026, but only through its digital part. In the first half, television as a medium took 916.7 million euros, up 2.1%, while linear TV fell 2.8% to 759.5 million, from 781.7 million in the same period of 2025, according to InfoAdex. The difference comes from the digital part, which grew from 115.9 to 157.2 million. With July and August data, published on 29 September 2026, television adds up to 1,078.6 million euros in the first eight months of the year, 1.4% more than in 2025, and is still the medium with the most investment.

How many homes in Spain have a smart TV?

76.6% of Spanish homes had a smart TV in 2025, up from 72.4% in 2024 and 15.9% in 2015, according to AIMC's Marco General de los Medios en España 2026, based on the EGM survey. 70.9% of homes have their smart TV connected to the internet, and 97.5% have at least one TV set. Among internet users, connected TV reaches even further: IAB Spain's Connected TV Study 2026 estimates that 95% of internet users aged 16 to 75 use it, about 34.3 million people. These are different universes, all homes in one case and internet users in the other, so the two figures should not be compared.

How much TV do people watch each day?

Each person used the TV set for 216 minutes a day on average in 2025, according to Barlovento Comunicación's annual analysis with Kantar data. Of those, 162 minutes were traditional TV, 9 fewer than in 2024 (−5.3%), and 54 minutes were other uses of the TV set, mostly streaming and internet video, 4 minutes more than the year before (+8%). Those other uses are already 25% of screen time, and among children aged 4 to 12 they overtake traditional TV: 60 minutes against 56. And 20.4 million people, 43.7% of the population, do not watch any traditional TV on a typical day. In September 2026, other uses reached 27% of TV set use, with 55 minutes a day against 151 of traditional TV.

How many people watch ad-supported streaming?

The big streaming platforms now sell ads in Spain and publish their own reach. Netflix says its ads reach 10.2 million monthly active viewers in Spain (November 2025), and Amazon says Prime Video has an average monthly ad-supported audience of more than 11 million (September 2025); these are each company's own metrics, not an independent measurement. According to the CNMC, 65.7% of homes with internet used a paid video platform in the fourth quarter of 2025, the highest in its series, and Netflix was the main one in 47.2% of them.

  • Netflix with ads: 10.2 million monthly active viewers in Spain, according to Netflix (5 November 2025).
  • Prime Video with ads: more than 11 million average monthly audience in Spain, according to Amazon (26 September 2025).
  • Paid platforms at home: 65.7% of homes with internet in Q4 2025, according to the CNMC (29 May 2026).
  • Mediaset Infinity and Mediaset channels on connected TV: since 10 June 2026 they can be bought self-service through Mediaset España AdManager, which publishes no price or minimum spend.

What does it cost to advertise on connected TV?

Spain's big TV groups do not publish rate cards or minimum spends for small advertisers: neither Publiespaña, with its AdManager self-service tool launched on 10 June 2026, nor Atresmedia had published them as of 7 October 2026. The only price on this page is Publicit's own: on 5 October 2026, the connected TV spaces listed on Publicit carried a 20 euro CPM, set by each publisher.

At that price, the 500 euro campaign minimum buys 25,000 impressions, and the total charged to a buyer in Spain is 665.50 euros: 500 of media, a 50 euro Publicit fee (10%) and 115.50 of VAT at 21%. Publishers change their prices whenever they want, so check each space's listing before booking.

Frequently asked questions

1,784.4 million euros in 2025, 4.4% less than in 2024, according to InfoAdex. Television is the largest medium, with 28.5% of spend in measured media. In 2026 it is growing again: 1,078.6 million euros from January to August, up 1.4% on the year before.

179.8 million euros in 2025, 49.2% more than in 2024 and 10.1% of all TV spend, according to InfoAdex. IAB Spain, with a different method, reports more than 174 million (+48.4%) and 118.9 million in the first half of 2026 alone (+53.6%).

76.6% in 2025, and 70.9% have it connected to the internet, according to AIMC's Marco General de los Medios. Among internet users aged 16 to 75, 95% use connected TV, about 34.3 million people, according to IAB Spain.

162 minutes of traditional TV per person per day in 2025, plus 54 minutes of other uses of the TV set such as streaming, 216 in total, according to Barlovento with Kantar data. In September 2026 traditional TV fell to 151 minutes.

Linear TV is: it fell 2.8% in the first half of 2026, according to InfoAdex. Television as a whole is not, because its digital part, mainly connected TV, grows more than linear loses: the medium is up 1.4% from January to August 2026.

Yes. Cite the original source of each figure, linked at the end of this page. If the summary helps, you can cite this page: Publicit, "TV advertising statistics in Spain (2026)", updated 7 October 2026.

Sources

Each figure comes from its publisher's original document, checked on 7 October 2026. Netflix and Amazon figures are each company's own metrics.

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Publicit Global S.L., Barcelona. Third-party figures checked on 7 October 2026; platform price as of 5 October 2026.