Spain’s CTV market reaches 95% penetration, trust still lags
A 2026 study by IAB Spain reveals that Spain's Connected TV (CTV) market has reached 95% penetration with 34.3 million users and 175 million euros in ad spend. Despite high penetration, the study highlights a trust gap in CTV advertising due to measurement challenges, which is hindering advertiser confidence.
Key Takeaways
- IAB Spain’s 2026 CTV study puts the market at 34.3 million users.
- CTV ad spend in Spain reached 175 million euros, according to the study.
- Market penetration has hit 95%, but measurement gaps are still limiting advertiser confidence.
- The study frames trust in CTV advertising as an unresolved issue, despite near-universal reach.
Why It Matters
Spain’s CTV market now has scale, but the study says ad measurement is still holding back advertiser confidence. That puts pressure on the measurement layer, not the audience layer: 34.3 million users and 175 million euros in spend show demand is already there. The gap matters for publishers, platforms, and ad buyers using CTV inventory because reach alone is no longer enough to support spend. What to watch next is whether Spain’s CTV ad market can close the measurement gap enough to convert 95% penetration into higher advertiser trust.
Read full article at ppc.land
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