{"id":240837,"date":"2026-05-20T13:28:39","date_gmt":"2026-05-20T11:28:39","guid":{"rendered":"https:\/\/ipmark.com\/?p=240837"},"modified":"2026-05-20T16:36:56","modified_gmt":"2026-05-20T14:36:56","slug":"inversion-publicitaria-global-crecera-en-2026","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=240837","title":{"rendered":"La inversi\u00f3n publicitaria global crecer\u00e1 un 10,9% en 2026"},"content":{"rendered":"<p><strong>La situaci\u00f3n de incertidumbre econ\u00f3mica generada por la guerra de Oriente Medio no alterar\u00e1 el ritmo de crecimiento de la inversi\u00f3n publicitaria global. Se prev\u00e9 que en 2026 la misma alcance los 1,17 billones de d\u00f3lares, un incremento del 10,9% respecto a lo registrado en 2025.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan las previsiones de la consultora eMarketer, este incremento es mayor que el crecimiento del 9,6% registrado hace un a\u00f1o, cuando el mercado alcanz\u00f3 los 1,05 billones. Para 2027, la firma estima una inversi\u00f3n de 1,28 billones, con un incremento del 9,3%.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">El avance estar\u00e1 apoyado por la publicidad digital, que crecer\u00e1 un 13,5% este a\u00f1o, aunque moderar\u00e1 ligeramente su ritmo frente al 13,8% de 2025. Los medios tradicionales tambi\u00e9n contribuir\u00e1n al crecimiento del mercado, con un aumento del 2,5%, su mejor evoluci\u00f3n desde 2021, favorecidos por citas deportivas como los Juegos Ol\u00edmpicos de Invierno y el Mundial de F\u00fatbol. En 2027, eMarketer prev\u00e9 que la inversi\u00f3n digital crecer\u00e1 un 11,9% y la tradicional, un 0,3%.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La publicidad digital concentrar\u00e1 el 77% de la inversi\u00f3n publicitaria global en 2026, con 907.220 millones de d\u00f3lares, frente a los 263.240 millones destinados a medios tradicionales. Para 2027, la inversi\u00f3n digital superar\u00e1 el bill\u00f3n de d\u00f3lares, hasta 1,05 billones, mientras la tradicional se situar\u00e1 en 264.010 millones.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Dentro del mercado digital, display mantendr\u00e1 el mayor volumen de inversi\u00f3n. En 2026, este formato sumar\u00e1 513.670 millones de d\u00f3lares, frente a los 362.630 millones previstos para b\u00fasqueda.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan eMarketer, cuando la inversi\u00f3n digital alcance el bill\u00f3n de d\u00f3lares en 2027, m\u00e1s del 57% corresponder\u00e1 a display. Su crecimiento se explica, sobre todo, por el peso de social media.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Europa Occidental, la segunda mayor regi\u00f3n<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Por regiones, Estados Unidos concentrar\u00e1 el 40,7% de la inversi\u00f3n publicitaria global en 2026, con 476.180 millones de d\u00f3lares. Europa Occidental alcanzar\u00e1 el 16,9%, con 197.270 millones, y China supondr\u00e1 el 16%, con 187.380 millones. En Europa Occidental, Reino Unido, Espa\u00f1a, Francia y Alemania registrar\u00e1n crecimientos de doble d\u00edgito, impulsados por incrementos de la inversi\u00f3n digital situados entre el 15% y el 20%.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En plataformas, eMarketer prev\u00e9 que Meta superar\u00e1 a Google en ingresos publicitarios netos por primera vez este a\u00f1o. La familia de aplicaciones de Meta alcanzar\u00e1 m\u00e1s de 243.000 millones de d\u00f3lares a nivel global, mientras Google, incluido YouTube, sumar\u00e1 240.000 millones. En cuota de inversi\u00f3n publicitaria digital, Meta concentrar\u00e1 el 26,8% en 2026, por delante de Google, con el 26,4%. Amazon alcanzar\u00e1 el 9% y ByteDance, el 7,9%. Para 2027, Meta subir\u00e1 al 28,1%, Google se mantendr\u00e1 en el 26,4%, Amazon alcanzar\u00e1 el 9,6% y ByteDance, el 8,4%.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Inversi\u00f3n publicitaria en Espa\u00f1a<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">En Espa\u00f1a, la inversi\u00f3n publicitaria total llegar\u00e1 a 9.830 millones de d\u00f3lares en 2026, un 12% m\u00e1s que el a\u00f1o anterior. Para 2027, eMarketer prev\u00e9 11.060 millones, con un crecimiento del 12,5%. La inversi\u00f3n digital alcanzar\u00e1 6.400 millones en 2026, un 19,7% m\u00e1s, y subir\u00e1 hasta 7.590 millones en 2027, con un avance del 18,5%.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La inversi\u00f3n en social media en Espa\u00f1a ser\u00e1 de 2.820 millones de d\u00f3lares en 2026, un 19,1% m\u00e1s, y aumentar\u00e1 hasta 3.340 millones en 2027, con un crecimiento del 18,4%. Por plataformas, Meta captar\u00e1 2.350 millones de d\u00f3lares en 2026, un 19,4% m\u00e1s. Google alcanzar\u00e1 1.740 millones, con un incremento del 9,3%, y Amazon sumar\u00e1 560 millones, tras crecer un 20,2%.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La inversi\u00f3n digital sostendr\u00e1 el avance del mercado, mientras los medios tradicionales volver\u00e1n a crecer por el impulso de los Juegos Ol\u00edmpicos de Invierno y el Mundial de F\u00fatbol. <\/p>\n","protected":false},"author":29,"featured_media":240839,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5894],"tags":[554,175,148],"class_list":["post-240837","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media","tag-google","tag-inversion-publicitaria","tag-social-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La inversi\u00f3n 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