The advertising and market research sector in Spain has experienced notable fluctuations in employment from 2013 to 2023. In 2023, the sector stood at 91.3 thousand jobs. Significant variations highlight a decline in 2020 due to unforeseen economic challenges, followed by modest recovery into 2021 and 2022. An average negative annual growth rate was observed at -0.6% over the last five years, reflecting an overall decrease in sector stability. Employment decreased annually, with a contracted forecast of -1.54% by 2028, illustrating a continual but slow decline with a 5-year CAGR of -0.31%.
Future trends to watch for include the increased adoption of digital transformation and AI in advertising, which may reduce the need for human labor while boosting efficiency. Monitoring shifts in consumer behavior, marketing budget allocations, and new technological investments will be crucial for accurate forecasting and strategic planning in the sector.
