New research from the Spanish market indicates a cautious but measurable shift in sentiment among marketing and advertising professionals. After a challenging 2025, a significant portion of industry leaders are now planning to increase their investment in the coming months. A joint study by Scopen and the Spanish Advertisers Association (AEA) reveals that 31% of marketers anticipate boosting their advertising budgets during the first half of 2026, marking a notable nine-point rise from the expectations recorded at the start of the previous year.
Survey Reveals Broad Stabilization in Marketing Investment
The findings are based on over 130 surveys conducted with marketing and advertising professionals across Spain. The study assesses both the state of investment throughout 2025 and the projections for The First Berserker: Khazan”>for the first six months of 2026. While the overall forecast remains tempered by economic volatility, the data points toward a stabilizing, if not slightly recovering, market. The aggregate expectation is for a modest 0.5-point increase in advertising investment and a 0.2-point rise in overall marketing spend. This overall marketing figure is a composite of a projected 1.1-point increase in “promotion” budgets and a 0.9-point decrease in “research” expenditures.
Beyond the planned increases, a majority of professionals—53%—expect to maintain stable budgets, up from 49% the previous year. Perhaps the most encouraging signal is the sharp decline in those anticipating cuts. The percentage of marketers forecasting a decrease in investment has fallen by ten points, suggesting a significant reduction in pessimism across the sector.
Sector-by-Sector Analysis Shows Varied Recovery Trajectories
The recovery is not uniform across all industries. The study breaks down expectations for three major sectors: durable goods, fast-moving consumer goods (FMCG), and services. Each demonstrates a unique path forward, with durable goods leading the charge in optimism.
Durable Goods Sector Anticipates Strong Rebound
Encompassing automotive, home goods, and textiles, the durable goods sector shows the most dramatic positive shift. Half (50%) of the professionals in this field plan to increase their advertising investment, a substantial jump from the 33.3% who held the same view in 2025. Concurrently, the percentage of companies planning reductions has slightly decreased to 17.9%. This indicates a sector poised for aggressive marketing activity as consumer confidence is perceived to return.
Fast-Moving Consumer Goods Maintains Cautious Optimism
The FMCG sector, covering food, beauty, and pharmaceuticals, also shows an upward trend, albeit more cautiously. Here, 33.3% of respondents plan budget increases, up from 23.3% in 2025. Stability remains the dominant theme, with 38.1% intending to keep budgets unchanged. However, a notable 28.6% of companies in this sector still project a reduction in investment, reflecting the ongoing pressure on margins and competitive pricing in everyday essentials.
Services Sector Demonstrates Greatest Stability
The services sector—including finance, telecommunications, and tourism—emerges as the most balanced. While 36.8% foresee increasing their investment, a plurality of 43.9% are betting on stability. This sector also exhibits the lowest rate of planned budget cuts, at just 19.3%. This steadiness suggests that service-oriented companies, often with longer customer lifecycles, are taking a measured approach to their marketing expenditures in the uncertain climate.
Artificial Intelligence Emerges as a Dedicated Budget Line
Beyond traditional media budgets, the study highlights the growing institutionalization of artificial intelligence within marketing operations. Nearly 57% of advertisers report having already allocated additional, specific budgets for AI-related projects. These initiatives are primarily focused on content production automation and the streamlining of internal processes.
Current Impact on Workforce and Structure Deemed Limited
Despite the financial commitment, the immediate, transformative impact of AI on marketing departments appears restrained. A significant 63% of professionals state that their organizational structures have not yet undergone any changes or adjustments in roles and responsibilities due to AI adoption. This suggests that implementation is still in an experimental or augmentation phase rather than a disruptive one.
Moderate Long-Term Impact Anticipated, With Junior Roles Most Exposed
Looking to the medium term, expectations for AI’s impact remain moderate. Over 75% of survey respondents believe any forthcoming changes will be of little relevance to their overall operations. When asked which professional profiles would be most affected by wider AI implementation, the responses pointed toward an uneven impact. Half of the professionals surveyed believe junior-level staff will bear the brunt of the changes, while 40% estimate the effect will be distributed equally across both junior and senior roles. This perception underscores a concern that entry-level tasks related to content generation, data sorting, and basic analysis are the most susceptible to automation.
Navigating a Period of Measured Confidence
The collective data paints a picture of an industry in transition, moving from a defensive posture toward one of careful, selective investment. The rise in marketers planning budget increases, coupled with the larger cohort aiming for stability, creates a foundation for gradual market recovery. The sector-specific variations highlight how different consumer-facing industries are reading the same economic signals but drawing distinct conclusions based on their unique competitive landscapes and consumer demand cycles.
The dedicated funding for AI signals a clear strategic direction, even if its full effects on productivity and employment remain uncertain. The industry is willingly investing in the tools of the future while cautiously managing the human and structural transitions required. The path through 2026 will likely be defined by this dual focus: leveraging new technology for efficiency while relying on strategic marketing investment to capture recovering consumer demand. The key will be maintaining this measured confidence in the face of the persistent volatility that has characterized the post-pandemic business environment.
