Connected TV (CTV) is in a clear consolidation phase within the advertising ecosystem in Spain. After several years of growth driven by the rise of streaming platforms and the transformation of audiovisual consumption habits, this channel is positioning itself as one of the most attractive environments for advertisers.
According to the latest Digital Advertising Investment Study by IAB Spain, investment in CTV has surpassed €174 million in the Spanish market, representing a year-on-year growth of 48.4%. This pace positions Connected TV as the most dynamic segment within the digital landscape and highlights the growing interest from brands in this format.
This is not a one-off spike in growth. Since 2023, cumulative investment in CTV has increased by more than 120%, reflecting a sustained trend driven both by audience fragmentation and the need to combine audiovisual impact with precise targeting. In this regard, Connected TV retains the power of traditional television while incorporating digital marketing capabilities such as data usage, programmatic buying, and advanced measurement.
This evolution is redefining the role of television. Beyond its function as a mass-reach medium, CTV is progressively being integrated into omnichannel strategies, enabling more efficient, personalized, and measurable campaigns. The ability to optimize in real time and tailor messages to specific audiences is setting a new standard in advertising planning.
In addition, TV manufacturers, technology platforms, and content operators are driving new advertising models and formats that go beyond the traditional spot, expanding creative opportunities and fostering less intrusive, more relevant user experiences.
Forecasts indicate that this trend will continue throughout 2026, with new growth estimates further consolidating Connected TV as one of the main drivers of the digital advertising market. In a context of accelerated digitalization, CTV is reaffirming its role as a strategic channel for brands seeking to combine reach, quality of impact, and data-driven efficiency.