Advertising film production and associated jobs continue to grow.
On 19 November, the APCP presented the 6th Report on the Economic Impact of Advertising Film Production together with Scopen, the sponsorship of Madrid Film Office and the collaboration of ALÍA, Cuchara de Palo and the Universidad Católica San Antonio de Murcia (UCAM).
Óscar López, director of studies and research at Scopen, was in charge of presenting the results of the study at the event, which took place in the emblematic Salón Real de la Casa de la Panadería in Madrid’s Plaza Mayor. This inaugural table was also composed of María Jesús Horcajuelo (President of APCP), Adriana Piquet (General Director of APCP) and Almudena Maíllo (Councillor for Tourism of Madrid City Council).
Pic from Ayto. Madrid
In the words of López, ‘the Sixth Edition of the study reflects the notable growth experienced by advertising film production companies in Spain. A sector, that of advertising film, which is becoming increasingly relevant in our industry, highlighting not only the increase in turnover and jobs, but which also stands out for its search for the best locations and for bringing together the best possible team of people’.
The excellent data were obtained after interviewing 48 production companies between July and October 2024, 50% of them based in Madrid. The study as a whole shows the good health of audiovisual advertising in our country, with an increase in turnover of 32% in the last two years. That is, a total of almost 700 million euros, of which Madrid accounts for 36%.
These promising figures reflect the generation of almost 150,000 jobs, 42% of which correspond to women. Personnel expenditure rose to 298 million euros.
After the presentation of the report, a round table discussion was held on the current situation of advertising film production in Madrid, moderated by Raúl Torquemada (Director of Madrid Film Office) and composed of Jesús Álamo (Vice-president of APCP), Álvaro de la Vega (Deputy Director General of the Legal Regime and Authorisations Area of the M.A. Government and Mobility Ayo. Madrid), Rosa Santos (Production Manager), Nuria Santiago (Localiser and founding partner of Zafarrancho) and Alejandro Paino (Manager of ALÍA).
Pic from Ayto. Madrid
During the course of the event, the participants reflected on the good state of the sector in the capital from different perspectives, on the good functioning and speed in the processing of permits in the city of Madrid, although there was also time to discuss possible improvements and requests to the Administration.
The event ended with a coffee break offered by Cuchara de Palo in which attendees were able to discuss and reflect on what was said at the round table.
