The Community of Madrid has a longstanding tradition as an advertising film set. In recent years, it is the region in Spain that has received the highest number of advertising shoots, 43% of them according to data from the study Economic impact of advertising film production 2019-2020. An analysis of the advertising sector in the region promoted by the Community of Madrid and the Association of Advertising Film Producers (APCP), carried out by the consultancy Scopen.
Advertising film production is a fundamental part of the audiovisual industry in Spain, with an estimated annual turnover of 388 million euros, where the Community of Madrid accounted for 37% of the sector's total turnover.
An economic impact that mainly translates into material rentals, post-production, set construction, hotel and accommodation and a wide range of services. The investment that advertising film has left in the region represents just over 74 million euros in 2019, a figure that accounts for 51% of the total investment in Spain.
The Community of Madrid offers the best professional teams, a wide variety of locations and all the logistical and technical support necessary to carry out any advertising production.
Almost half of the production companies participating in the study say that Madrid offers the same facilities for filming as other large European regions and cities. Film Madrid, the office for the promotion of filming in the Community of Madrid, is working towards this objective of facilitating advertising shoots.
The Community of Madrid is a national and international benchmark for advertising film productions. The commercials of large multinationals have passed through municipalities such as Chinchón, Navalcarnero and the Sierra de Madrid. International brands have developed high-profile campaigns such as the spots for the Superbowl sporting event in Manzanares El Real and San Lorenzo de El Escorial. Prestigious national commercials, such as the traditional Christmas campaigns, have been located in Madrid, showing the versatility and diversity of Madrid's locations, from its contemporary urban environments to its historical and natural heritage.
The Spanish Association of Advertising Cinema Producers (APCP) brings together the main advertising production companies in the country, defending the sector’s economic and social interests and its members within the global framework of market needs.
It maintains active communication with the different agents in the sector: associations, clients, agencies, production companies, artists, technicians and supply companies in the national and international sector, as well as with official bodies.
Among other initiatives, it organises the Advertising Film Production Conference, and promotes procedures for the sector such as the action protocol for the development of commercial activity during the health pandemic or the procedure for audiovisual advertising production.
