The net operating surplus in the advertising and market research sector in Spain has shown significant growth from 2013 to 2023, with an increase from 1.08 billion Euros to 1.98 billion Euros. Over the past two years, there has been consistent growth with year-on-year variations of 1.62% in 2022 and 1.54% in 2023. The average yearly growth (CAGR) over the last five years stands at 1.16%. Looking ahead, the forecast indicates a steady increase with the net operating surplus expected to reach 2.12 billion Euros by 2028, at a 5-year CAGR of 1.1%.

Future trends to watch for:

Continued digital transformation driving higher digital advertising spend.
Increasing reliance on data analytics and market research to refine marketing strategies.
Potential impact of economic fluctuations and regulatory changes on the advertising budget allocation.