As per InfoAdex (https://www.infoadex.es/home/estudi-inversion-publicitaria-catalunya-2023/ ) In Catalonia, the top five sectors for advertising investment account for 58% of the total. These sectors - Distribution and Restoration, Food and Automotive - mirror the national distribution. Additionally, the Distribution and Restoration sector alone represents 15.1% of the investment originating from Catalonia (818.8 million euros). It is noteworthy that these sectors see a higher than average participation in the Catalan community.
Based on Statista, the top five digital advertisers in Spain in 2022 belong to the following IAB Categories:
Cable Companies
Banks (2nd and 5th)
Automotive
Government
The top digital advertisers ranking is not aligned with the top advertising investments in the country. Audio publishers would benefit by going after some of the money these sectors are investing in advertising (Distribution and Restoration, Food, Automotive, Health and Beauty).
Although Spain is one of the top EU countries in terms of podcast growth, they are selling their podcast ad inventory, on average eCPM, 68% cheaper than the rest of the EU (4.48 Euro Average CPM vs. 14 Euro average CPM for the Rest of Europe; source: Triton November 2023 DirectIO ad delivery all positions).
For podcast, the worldwide average CPM is 14 to 27 Euro for ads up to 60 sec, while host-read ads range from 23 to 37 Euro. Both Spain and Catalunya publishers would benefit in increasing their rate card to be at least on the lower end of this CPM spectrum.
Note that host-read ads can be trafficked the same way as standard ads, leveraging all of targeting granularity of standard ads.