The Spanish government tenders a record contract for institutional advertising: 400 M€

The Government has decided not to extend the advertising framework agreement that regulates the institutional campaigns of the General State Administration, as DIRCOMFIDENCIAL has already advanced.

In force since 2021, the Treasury had the possibility of renewing the framework agreement for two more years. But it has refused to do so. One of the reasons is that a single agency – Media Sapiens – has monopolised most of the institutional campaigns: of the 107 million euros tendered during the last two years, this agency has managed 63 million. 63 million, i.e. more than half.

In view of this, the government has decided to tender a new advertising framework agreement. The aim is that the contracts will be awarded in the first quarter of this year and will come into force in the second quarter. It should be remembered that the current contracts with media agencies expire between May and June of this year. Ideally, the new framework agreement should be awarded before these dates.

For the time being, the Treasury is preparing the tender documents in order to meet these deadlines. Some details of the documentation are already known. The estimated value of the contract will be 400 million euros, which makes this framework agreement the largest ever for institutional advertising. In fact, it is significantly higher than the current framework agreement, which had a value of 112 million euros.

Largest advertiser in Spain

It should be remembered that the General State Administration is by far the largest advertiser in Spain, more than any private company. This situation has been accentuated in recent years. For this year, the Government forecasts that investment in institutional advertising will reach 145 million euros (the second highest figure in the last 11 years).

Apart from the amount, the next advertising framework agreement will have several similarities with the current one. It will maintain a minimum duration of two years and will also be divided into two lots: the first for campaigns that include television and the second for those that do not.

The Treasury is preparing the tender documents for the public tender, which will have a duration of two years and will be divided into two lots.

So far, the media agencies approved under the current framework agreement are WaveMeker, Blue 449, Media Sapiens, Mediterránea, The&Partnership, Mindshare, Carat, Equmedia, Initiative, UM, Media Partner, Media Diamond, Avante, Peter Planning and IKI Media.