Business · Companies · 9 hrs ago
Spanish marketing spending rose as discounts grew and jobs declined
A study of marketing in Spain found that companies spent €34.24 billion on marketing in 2025, 2.3% more than in 2024.
The increase was slower than in the previous three years and below inflation and overall economic growth.
Discount spending rose 11%, the biggest increase among the spending categories, as companies focused on winning sales quickly.
By contrast, investment in brand-building fell 2.2%, even as spending on digital marketing continued to grow.
Marketing employment fell 0.68% to 129,088 jobs, below the level recorded in 2010.
The study’s coordinator warned that shifting money away from brands could have negative effects over the medium and long term, but no next steps were given.
Spanish marketing investment rose 2.3% in 2025 to €34.241 billion, according to the annual AMES study.
The increase was slower than inflation of 2.9% and economic growth of 2.8%.
Discount spending grew 11% to €3.7415 billion, while spending on brand building fell 2.2%.
Marketing employment declined 0.68% to 129,088 jobs, below the level recorded in 2010.
The study forecasts marketing investment growth of 3.5% in 2026.
- Who
- The Association of Marketing of Spain (AMKT) presented the AMES study with InfoAdex.
- What
- Spain’s marketing investment rose 2.3% in 2025, while discount spending grew and marketing employment fell.
- When
- The figures cover 2025; the study was presented on October 27, 2026.
- Where
- Spain.
- Why
- Companies concentrated more investment on discounts and promotions, which helped drive overall growth. The sources say this was linked to competition to increase immediate sales.
This story does not have two clearly opposing sides.
The AMES study began, and the marketing employment figure for 2025 was below the level recorded in that year.
Spain’s marketing investment reached €34.241 billion, up 2.3% from 2024.
AMKT presented the annual AMES study.
The study projected marketing investment growth of 3.5%.
- Total marketing investment
- €34.241 billion in 2025, up 2.3%
- Discount spending
- €3.7415 billion, up 11%
- Brand-building investment
- Down 2.2% in 2025
- Marketing employment
- 129,088 jobs, down 0.68%
- Digital marketing investment
- €4.5419 billion, up 4.6%
2 sources
What people are saying
In real terms we have gone backwards.
The forecasts for 2026 point to an acceleration and a record investment figure, but let’s not fool ourselves: with inflation that, according to the Bank of Spain, will be around 4%, in real terms we will still not have recovered ground.
It can have negative consequences in the medium and long term, because having a strong brand today is more important than ever.
It is a promotional tool that is being relied on heavily.