The advertising spend in Spain will continue falling in all media, including TV, in 2014 except for digital media with an estimated growth of between 1 and 3 per cent, according to IAB Spain.

Digital advertising already represents 21 per cent of the total ad market, second behind television reaching €878.4 million in 2013. TV ads represent over 40 per cent of the total ad market with revenues of €1,703.4 million in 2013, down 6.2 per cent, according to Infoadex.

Within digital media, advertising grew by 47 per cent in mobile to €39.9 million with an estimated growth of 40 per cent in 2014. Advertising in streaming video is gaining momentum with a share of 8.4 per cent.

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