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The creation of advertising companies increases by 5.2%

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The creation of advertising companies increases by 5.2%

The seventh edition of the Advertising Observatory in Spain 2021. Radiography of the main economic and structural indicators

 

According to the seventh edition of the Advertising Observatory in Spain 2021, promoted by the Spanish Association of Advertisers (aea), the volume of advertising companies has grown by 5.2%, accounting for a total of 42,971, according to the INE source. DIRCE. However, as indicated by the analyzed figures shown below, 2020 is an atypical year that shows the effects of the pandemic.

This radiography of data also affects a series of change factors that affect communication and advertising activity in which new models of relationship, content and technification emerge.

Among the main economic data, the following stand out:

-The contribution of the aggregate investment of advertising activity to the Gross Domestic Product (GDP) stands, according to the latest update of the INE – EPA, at 1.23% compared to 1.30% the previous year.

-The total number of companies that, according to the INE.DIRCE (National Institute of Statistics. Central Business Directory) are dedicated to advertising, is 42,971, 5.2% more than the figure for 2019 (40,859). More than 35% of companies have been born in the last year, which is indicative of a young, renewed sector with great capacity for growth and reinvention.

Regarding the measurement that contemplates the last ten years, there has been an increase of 42.8% in the creation of companies.

Regarding the employee stratum, 99% of advertising companies have less than 20 employees, so there is a majority of micro-companies, with a profile by sex of 58.6% of women, compared to 41.3% of men.

-The advertising sector turnover decreased by 22.9%, falling in 2020 to 108.9 compared to 131.8 in 2019 but, despite this, it is above the annual average of the general index of the services sector, which is 103.8 and is also still higher than that of other prominent sectors such as telecommunications (106.14), information and communications (105.8), retail trade (102.1) or transport and storage (98 ). Regarding the volume of business (19,191 million euros, with a positive 2.5%) it must be specified that only in this case the figure to 2020 is not updated but that the official source INE does not have data after 2019 and does not the pandemic effect has been accounted for.

– “Advertising and market studies” brings together 1.37% of the Spanish business fabric, with 46,658 companies, ahead of sectors as significant in Spanish society as “sports, recreational and entertainment activities” (45,754) or “industry of feeding “(25.309), for example.

-The sale of advertising space and time accounts for 52.9% of the advertising sector’s business volume.

-As for the Active Population Survey (EPA), there is a moderate reduction, registering 110,500 active people (-0.99%), 98,600 employed (-1.79%) and 74,800 salaried (-2.68%) .

-By regional concentration, Madrid and Catalonia account for 53.3% of advertising companies, with 12,999 and 9,897 respectively. The 5 communities with the largest advertising fabric are Madrid, Catalonia, Andalusia, the Valencian Community and the Canary Islands. And those of less Navarra, Cantabria, La Rioja, Ceuta and Melilla.

-With regard to advertising investment, according to Infoadex data, Digital continues to be the medium that receives the highest investment (2,174.3 million euros), having decreased by 5.3% compared to the previous year; it is followed by television (1,640.2 M), which fell 18.1%; radius (374.9M), with -22.9%; daily (335.8M), -30.8%; exterior (221.3M), -47.7%; magazines (110.5M), -43.3%; cinema (9.6M), -73.7% and Sunday (12.3M) and -53.8%.

In the scope versus investment comparison, both variables do not behave in a correlative or proportional manner. Despite the fact that television is the medium with the highest penetration in the population, followed by foreign, and digital, it is nevertheless the latter that registers the highest investment (44.57%), being foreign the one that receives the least (4, 5%) even if it is second in scope.

-With regard to the investment ranking by sectors, the first place is occupied by automotive (387.4 M EUR), followed by distribution and restoration (374.3 M EUR) and finance (350.2 MEUR). As is the case with scope, the advertising notoriety of a brand is not always linked to investment, in fact, the first two sectors by investment (automotive and distribution and restoration) exchange their positions in terms of notoriety.

If the Best Database Provider ranking of sectors with the highest investment by media is analyzed, it is observed that food is the one that invests the most in television, automotive in digital and culture, education and radio communication media.

-With regard to professional profiles, the five types of profiles that are increasingly in demand by Buy Mobile Database companies and that will have special relevance are: Head of Digital Marketing, Expert in Customer Satisfaction, Expert in Artificial Intelligence, Director of Digital Strategy (CDO) and Data scientist and Big Data expert.

 

According to the seventh edition of the Advertising Observatory in Spain 2021, promoted by the Spanish Association of Advertisers (aea), the volume of advertising companies has grown by 5.2%, accounting for a total of 42,971, according to the INE source. DIRCE. However, as indicated by the analyzed figures shown below, 2020 is an atypical year that shows the effects of the pandemic.

This radiography of data also affects a series of change factors that affect communication and advertising activity in which new models of relationship, content and technification emerge.

Among the main economic data, the following stand out:

-The contribution of the aggregate investment of advertising activity to the Gross Domestic Product (GDP) stands, according to the latest update of the INE – EPA, at 1.23% compared to 1.30% the previous year.

-The total number of companies that, according to the INE.DIRCE (National Institute of Statistics. Central Business Directory) are dedicated to advertising, is 42,971, 5.2% more than the figure for 2019 (40,859). More than 35% of companies have been born in the last year, which is indicative of a young, renewed sector with great capacity for growth and reinvention.

Regarding the measurement that contemplates the last ten years, there has been an increase of 42.8% in the creation of companies.

Regarding the employee stratum, 99% of advertising Best Database Provider companies have less than 20 employees, so there is a majority of micro-companies, with a profile by sex of 58.6% of women, compared to 41.3% of men.

-The advertising sector turnover decreased by 22.9%, falling in 2020 to 108.9 compared to 131.8 in 2019 but, despite this, it is above the annual average of the general index of the services sector, which is 103.8 and is also still higher than that of other prominent sectors such as telecommunications (106.14), information and communications (105.8), retail trade (102.1) or transport and storage (98 ). Regarding the volume of business (19,191 million euros, with a positive 2.5%) it must be specified that only in this case the figure to 2020 is not updated but that the official source INE does not have data after 2019 and does not the pandemic effect has been accounted for.

– “Advertising and market studies” brings together 1.37% of the Spanish business fabric, with 46,658 companies, ahead of sectors as significant in Spanish society as “sports, recreational and entertainment activities” (45,754) or “industry of feeding “(25.309), for example.

-The sale of advertising space and time accounts for 52.9% of the advertising sector’s business volume.

-As for the Active Population Survey (EPA), there is a moderate reduction, registering 110,500 active people (-0.99%), 98,600 employed (-1.79%) and 74,800 salaried (-2.68%) .

-By regional concentration, Madrid and Catalonia account for 53.3% of advertising companies, with 12,999 and 9,897 respectively. The 5 communities with the largest advertising fabric are Madrid, Catalonia, Andalusia, the Valencian Community and the Canary Islands. And those of less Navarra, Cantabria, La Rioja, Ceuta and Melilla.

-With regard to advertising investment, according to Infoadex data, Digital continues to be the medium that receives the highest investment (2,174.3 million euros), having decreased by 5.3% compared to the previous year; it is followed by television (1,640.2 M), which fell 18.1%; radius (374.9M), with -22.9%; daily (335.8M), -30.8%; exterior (221.3M), -47.7%; magazines (110.5M), -43.3%; cinema (9.6M), -73.7% and Sunday (12.3M) and -53.8%.

In the scope versus investment comparison, both variables do not behave in a correlative or proportional manner. Buy Mobile Database Despite the fact that television is the medium with the highest penetration in the population, followed by foreign, and digital, it is nevertheless the latter that registers the highest investment (44.57%), being foreign the one that receives the least (4, 5%) even if it is second in scope.

-With regard to the investment ranking by sectors, the first place is occupied by automotive (387.4 M EUR), followed by distribution and restoration (374.3 M EUR) and finance (350.2 MEUR). As is the case with scope, the advertising notoriety of a brand is not always linked to investment, in fact, the first two sectors by investment (automotive and distribution and restoration) exchange their positions in terms of notoriety.

If the ranking of sectors with the highest investment by media is analyzed, it is observed that food is the one that invests the most in television, automotive in digital and culture, education and radio communication media.

-With regard to professional profiles, the five types of profiles that are increasingly in demand by companies and that will have special relevance are: Head of Digital Marketing, Expert in Customer Satisfaction, Expert in Artificial Intelligence, Director of Digital Strategy (CDO) and Data scientist and Big Data expert.

 

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