Spain's CTV Booms: Ads Up 48%, Linear GRPs Drop
The post reports IAB Spain and PwC data showing an 8.7% decline in traditional TV GRPs alongside 48.4% growth in connected TV (CTV) advertising in Spain, reaching €174.9 million, with YouTube included when bought as CTV. CTV still represents only 2.6% of total digital ad spend, while video advertising (online video plus CTV) accounts for 11.4% of investment, with 35% of CTV buying conducted programmatically and the rest via direct deals, indicating an ongoing shift of ad budgets toward CTV and related models such as FAST, AVOD, and hybrid monetization.
Key Takeaways
- CTV ad spend jumped 48.4% to €174.9M in Spain; traditional TV GRPs fell 8.7%.
- CTV is only 2.6% of digital ad spend while video (online + CTV) makes up 11.4%—significant upside runway.
- 35% of CTV purchases are programmatic; the majority remain direct deals, leaving room to scale automation and addressability.
- YouTube counted as CTV when bought that way reshuffles buyers’ channel math and accelerates FAST/AVOD and hybrid monetization strategies.
Why It Matters
Spain’s numbers aren’t just local color—they’re a fast-forward glimpse of TV’s next chapter. A near-50% CTV leap alongside falling linear GRPs forces sellers to scale premium CTV inventory, tighten measurement, and defend CPMs as programmatic grows. For agencies and brands it means reworking workflows that mix direct deals and programmatic buys; for ad-tech vendors it creates demand for identity, frequency capping and cross-screen attribution. Treat YouTube-as-CTV as a structural change in budget allocation: it compresses traditional video line items and accelerates consolidation in sales strategies and pricing models.
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