Spain Advertising and Media Buying Experts

Advertising in Spain

Spain Advertising Expertise Enabling Your Global Growth

Spain is the 15th largest economy in the world. Spain represents an enormous opportunity for ambitious brands seeking to reach its 47MM consumers.
Here, we gather Criterion Global's Iberia advertising and media buying insights, a free [Advertising-in-Spain market analysis], FAQs, and stories on how our international advertising services bring brands to Spain.


Our Practice

Criterion Global empowers your brand to expand its reach and connect with new audiences across diverse markets:

  • Multimedia and multichannel marketing solutions, including Digital, Broadcast (TV + Radio), Out-Of-Home (OOH), Print, Experiential, and more.

  • Globally awarded.

  • Crafting impactful campaigns for world-class brands since 2008.

International media buying in Spain

Powering growth for ambitious global brands:

International Media Buying Clients


Benefits of Partnership

Global Experience for Spain Advertising + More

Global Experience

Our proven experience in guiding multinational marketers is an asset to global marketing leadership - in Spain and elsewhere across continental Europe. We understand the challenges faced by marketers new to Spain, a level of international media buying insight that single-market agencies simply don't possess.

Expert Knowledge on Spain Advertising + Beyond

Media Experts

We operate across Spain and beyond, providing comprehensive digital and traditional advertising solutions with experience in diverse global markets. Leveraging our access to deals and deep industry insights, we expertly assist growing global advertisers in effectively managing, measuring, and monetizing their campaigns.

360° Spain Advertising Strategy | Criterion Global

Strategy + Activation

Navigating the nuances of the Spanish advertising market requires a well-defined strategy. We are committed to helping clients develop the optimal approach to ad creative localization, media planning and buying, and charting a clear path to profitability.


Advertising in Spain: Market Analysis

Position your brand for growth in Spain.

Spain represents Europe's fifth largest ad market, accounting for 5.6% of EUR ad spending in 2022, with an ad market worth €6.5 billion U.S. dollars. This is expected to grow by 3.3% by the end of 2023. Globally, Spain is in the top 15, among the world's largest ad markets due to its large consumer base and growing economy - highlighted by robust tourism and manufacturing industries.
Spain is a large, appealing global expansion market and was the first international expansion market for U.S. retailer Amazon and thousands more.

The Spain Advertising Market

The Spanish Market

Spain's economy is growing at a rate of 5.5% year over year. In 2022, Spain's gross domestic product (GDP) was €1.3 trillion, which accounted for roughly 1.3% of global GDP.
Among European countries, Spain is often regarded as the fifth largest economy in the region, after Germany.
One key to marketing in Spain is isolating the core demographic targeted. 80% of Spanish consumers live in urban areas, and over 50% of the population lives in just five provinces: Madrid, Barcelona, Valencia, Seville, and Zaragoza.

Regulations on Advertising in Spain

Whilst business culture in Spain is known to be laissez-faire, advertising in Spain is regulated more tightly than in other EU markets by the Ley General de Publicidad, which establishes general principles regulating content and advertising in Spain and sets legal standards for advertisers, particularly those in regulated industries (banking/finance), healthcare, or certain consumer goods).The law also controls the registration of communications professionals, the classification and circulation of media, the regulation of advertising materials appearing in the Spanish market, and most importantly, prohibitions on false or misleading statements and commercial abuse.For advertisers first entering Spain, validating claims, introductory offers, and related content is crucial to ensure their media buying strategy conforms to the General Law on Advertising. Failure to comply with the law can result in fines, penalties, and criminal prosecution.
Ease of Doing Business

Ease of Doing Business

In world rankings, Spain sits in the 30th position regarding ease of trading, with an overall score of 83.9. Madrid and Barcelona are the strongest markets within Spain, boasting ease-of-trade scores of 86.9 and 80 across borders, respectively (World Bank, Ease of Doing Business 2020).
The size and strength of Spain's €1.3 trillion GDP (Eurostat, 2023) has led many global brands to decide - after weighing the cost and benefits - that expansion to Spain is wise, despite initial market entry challenges.
For advertisers first entering Spain, validating claims, introductory offers, and related content is crucial to ensure the media buying strategy conforms to regulation.This "ease of entry" factor is significantly improved by partnering with a qualified, experienced partner like Criterion Global. We're a full-service media buying and advertising consultancy serving multinational companies, startups, and growth-stage brands seeking to enter or expand their presence in Spain. Our services include but are not limited to market research, regulatory compliance, branding & advertising strategy, and growth hacking. We are a team of experienced professionals passionate about helping our clients succeed in Spain's rapidly growing economy.


Media Services

Spain Advertising Growth Advisory

Service: Spain market consulting

Spain Growth Advisory

Unlock the potential of the Spanish market and achieve rapid growth with our expert guidance. We navigate the complexities, map your path to success, and optimize sales and brand perception.Embrace the spirit of Carlos Slim Helu: "All times are good times for those who know how to work and have the tools to do so." Our capital-efficient customer acquisition strategies empower you to make bold moves and seize opportunities like Spain's expansion.

Service: Spain Market Media Planning

Spain Media Planning

We ensure your ads are adapted and integrated into local markets. Our expertise identifies the proper media channels to reach and convert your target audience.Collaborating with your team, we chart a course for exponential brand visibility and a high-performance customer acquisition engine in Spain. Our media planning includes detailed partner research to ensure positive outcomes for your advertising investment in Spain.

Spain Advertising + Media Planning
Advertising in Spain, OOH

Service: Media Buying in Spain

Spain Media Buying

The best brands deserve to be seen. Unleash your brand's potential with maximum visibility across Spain. We leverage high-impact entry across traditional, digital, and social media, maximizing your brand and product visibility.Our industry-leading analytics empower you to optimize your strategy for targeted customer acquisition. We help you reach the right customers and stay ahead of the curve.

Say hello

Work with the leading international media agency for market entry in Spain

"For nearly 10 years, we've worked with Criterion Global to adapt and evolve our media strategy in the face of shifting global market trends due to hurricanes, media consumption, a global pandemic and unprecedented currency disruption. We strongly recommend their guidance for brands marketing to a global consumer - in Mexico or beyond."

- Darrick Eman, Chief Marketing Officer, Grupo Brisas, México.


Frequently Asked Questions

Criterion Global Spain


Spain Advertising FAQs

Q. How do I know what to budget for market launch in Spain?

A. Our Budgeting BlueprintSM methodology helps isolate the range appropriate for your goals. Contact Us to learn more.

Q. Do you have minimums for ad buys in Spain?

A. We prioritize long-term value and client success (our average partnership exceeds 5 years). Let's discuss your Spain expansion goals. Contact Us

Q. Hi 👋 I'm an expert on advertising in Spain! How can I work for Criterion Global?

A. Join our Global Expert Network and contribute to groundbreaking campaigns across the globe.. Please visit this page to learn about our Global Expert Network and opportunities to work for Criterion Global. We hope to hear from you!



Reach out to us.

Please complete the form here to learn more about our international media buying, specifically Spain's advertising practice. For the fastest response, please include details regarding your specific needs.We look forward to working with you.

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