The overturn to an electric model, the impact of inflation on fuels, the threat of tax increases, the stoppage of factories due to the coronavirus, the global jam in the logistics reorganization as a result of the pandemic, the semiconductor crisis that blocks the supply of microchips... The automotive sector has been suffering in recent months a series of difficulties that also affect advertising investment in Spain and, therefore, the media.

The automotive industry has fallen in 2021 from the highest

position to the fourth industry in volume of advertising investment

, already surpassed by distribution and restoration, with 456 million euros, finance (361 million) and services (341 millions).

While all these categories gained strength last year, the car business has reduced its investment even more, by 14.2%, and this in the year of the supposed recovery.

Infoadex's annual study, released this Tuesday, corroborates an impression of the media sector: car ads are missing, apparently waiting for the energy future to be clarified, in full reconsideration.

If you go into detail, the examples are obvious:

Volkswagen was the largest advertiser in the country just a couple of years ago

and is now in seventh place, surpassed by L'Oreal, Procter & Gamble, Orange, Línea Directa, El Corte English and Telephone.

From 84.5 million euros, the brand lowered its investment in 2020 to 48.6 million and has not raised it in 2021, when it has remained at 46.2 million.

This example is one of many.

PSA, which includes Peugeot and Citroën, among others, was a couple of years ago the fourth largest advertiser in Spain, with 67.9 million euros, but has been reducing its investment to 38 million euros in 2021, with which becomes the advertiser number 13 in the ranking.

Other brands such as Ford or Toyota have disappeared in 2021 even from the top 20 advertisers.

Advertising in Spain has suffered enormously from the Ómicrom variant, as evidenced by data from Infoadex, a consensus meter for the media and agencies.

This new lash of the Covid-19 has frustrated a progression that seemed clear as the year evolved.

In summary, in 2020 the advertising market fell by 17.9%, and in 2021 it has only risen by 7.8%.

However, this unclear figure is strongly conditioned by the behavior of the market in the last quarter:

in the first six months of 2021, investment recovered at a strong rate of 18.4%,

with options even to give a positive turn to the comparison with the previous year.

In the first nine months, the increase had moderated very slightly, to stay at a positive 15.5%.

Now, the last quarter has greatly weighed down this improvement to leave it at the definitive 7.8% of 2021.

The crisis in the automobile sector has been especially noticeable in Spain, as highlighted on more than one occasion by the National Association of Automobile and Truck Manufacturers (Anfac), which has come to warn the Government that the problems in its industry " are getting worse" in the absence of "forceful measures" that give strength to the automotive industry.

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