Advertising across Spain’s free-to-air and pay-TV markets is set to grow more than expected in 2018, according to Zenith Media.
According to the firm’s latest report the greatest growth of advertising investment is forecast for mobile (11.8%), followed by online formats (8.5%), in which online video is expected to draw over €74 million.
However, both mobile and online advertising have cooled down their expectations for 2018, as greater growth was forecast in previous reports.
Meanwhile, TV advertising is expected to increase more than initially forecast, especially for pay-TV platforms and networks.
In Zenith Media's October report, free-to-air (FTA) advertising was set to grow by 3.7% during 2018, while now growth is expected to be over 4%.
As for pay-TV, advertising investment was expected to grow by 6.3% according to October’s report and are now forecast to increase by more than 7.4%.
According to the analyst firm, expectations for pay-TV are slightly below 2017's figures as ad investment is set to end the year growing by 7.7% compared with 2016.