The capital represents 36% of the turnover of advertising film production companies in our country.
As reflected in the 6th Report on the economic impact of advertising film production, Madrid is a reference point and centre for Spanish audiovisual advertising: 42% of film shoots were held in the capital, with an impact of 212 million euros in production.
Forty-one percent of the production companies surveyed that chose Madrid as a film set highlighted the ease of filming in the city compared to other cities as the main attraction. However, the survey also allows the administrations to know where they can work to further simplify the work of production companies: the ideas proposed to improve the sector and attract more filming are focused on improving the processing time for permits (50%) and the ease of obtaining permits for minors (37%). On the other hand, having tax incentives is still considered a good way to attract foreign productions to develop in Spain, and this is mentioned by the vast majority (96% in 2022 and 94% in 2024).
With regard to investment, the report shows that, although the origin of the turnover continues to be mostly national, foreign turnover has increased by 64%.
In terms of equality, the study highlights the good health of the sector, which continues to maintain a 50% parity in the composition of its professional teams; the percentage of women in management positions is also growing with respect to the previous report: it reaches 44% in 2024.
In addition, the presentation of the report’s results also provided an opportunity to discuss the situation of advertising film production in Madrid through a round table moderated by Raúl Torquemada, director of the Madrid Film Office, with the participation of Jesús Álamo, vice-president of APCP; Álvaro De la Vega, deputy director general of the Legal Regime and Authorisations Area of Gov. MA. and Mobility Area of Madrid City Council; Rosa Santos, Director of Production; Nuria Santiago, location scout and founder of Zafarrancho Locations; and Alejandro Paino of ALÍA.
Ayto. Madrid
Jesús Álamo emphasised that ‘in Madrid there is confidence that the project is going to be successful. The big change compared to previous years is that any production, no matter how complicated it may be, no matter how little time is needed, always finds an available interlocutor in the Administration. It is the mirror in which other cities have to look at’. In this sense, the producer Rosa Santos added, ‘Madrid has evolved a lot. It was important that they took us seriously and saw that we were an industry that would be of interest to the city.
As the numbers show, Madrid continues to be committed to being a home and showcase for audiovisual productions, both national and international.
