Business environment in Madrid, Spain
Madrid is the capital of Spain and serves as the seat of the national government and its ministries, as well as the regional government of the Community of Madrid — one of Spain’s 17 regions.
Madrid, Spain | Shutterstock
These regions have their own governments, parliaments and varying degrees of legislative power, particularly in areas such as education and healthcare. This political structure reinforces Madrid’s strategic role across administrative, political and economic levels.
Beyond its political importance, Madrid stands as a major business hub, hosting numerous leading national and international companies, as well as top-tier media outlets, despite the influence of regional media. The city stands out in key sectors such as finance and technology, benefiting its ability to attract top talent from across the country and advanced infrastructure.
Furthermore, Madrid serves as a crucial gateway between Europe and Latin America due to its strategic geographical position, in addition to its deep historical and cultural ties that facilitate trade, investment and cross-continental collaboration. This unique position makes it an ideal location for businesses seeking to expand into Latin American markets.
With Spain’s GDP growth leading Europe last year, Madrid remains an ideal location for businesses seeking to expand and innovate in both Europe and Latin America, despite challenges such as bureaucratic complexities.
Media, Communications and PR environment in Madrid, Spain
The city is home to top-tier media outlets that provide coverage at the Madrid, national, and international levels, making it the country’s leading media hub alongside a few prominent regional outlets. Additionally, Madrid hosts top-tier agencies and cutting-edge firms, further solidifying its role as a key center for communication, media, and public relations.
Without exception, the Spanish media landscape is defined by rapid digital evolution, with all players embracing advanced technologies like AI and immersive content to engage audiences in more personalized and dynamic ways. As a result, brands’ engagement with consumers has changed.
Madrid offers important access to diverse talent, international markets, and robust infrastructure, positioning itself as an epicenter for innovation and collaboration across sectors. This environment allows businesses to explore new models of storytelling, immersive content, and influencer marketing.
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Top 3 advice for companies to navigate the media and communications environment in Spain
Understand local media dynamics: Spanish media operates with a strong regional presence and diverse political leanings. It is essential to tailor messages to resonate with specific audiences, respecting cultural and regional nuances.
Leverage digital platforms: Social media and digital news outlets have immense influence. It is crucial to engage with audiences via platforms like Instagram or TikTok, and local outlets to boost brand visibility.
Build relationships with key journalists: Networking with influential media figures fosters trust and increases the chances of positive coverage.
Most influential media for communication in Madrid, Spain
- El País: A leading national newspaper, El País has a substantial readership both in print and online, covering a wide array of topics from politics to culture.
- El Mundo: Known for its comprehensive news coverage and investigative journalism, El Mundo holds a significant position in Spain’s media landscape.
- Antena 3 (Atresmedia): A major television channel, Antena 3 provides diverse content such as news, series, and entertainment, maintaining a strong viewership across various demographics.
- Cadena SER: As Spain’s leading radio station, it reaches millions of listeners and provides ample opportunities for companies to engage through news, interviews, and advertising.
- Marca: As Spain’s premier sports newspaper, Marca commands a large audience interested in sports news, analysis, and commentary.
Most influential media for corporate communications in Madrid, Spain
- Expansión: A leading business newspaper, Expansión provides in-depth coverage of economic and financial news, making it a key platform for corporate communications.
- Cinco Días: Specializing in business and economic news, Cinco Días offers valuable insights for professionals and companies.
- El Economista: This publication focuses on economic and financial news, catering to a professional audience interested in market trends and corporate affairs.
- El Confidencial: A prominent digital newspaper that offers comprehensive coverage of national and international news, with a strong focus on politics, economy, and business.
- ABC: While a general newspaper, ABC has a strong reputation for its coverage of political and economic news, making it influential in corporate communications.
Most popular social media channels in Spain
- WhatsApp: It is the preferred messaging app (93.4%).
- Facebook: It is the most in-demand among people who connect regularly to social networks (56.5%).
- Instagram: It is also a Meta app and the second most in-demand by regular users (51.9%).
- TikTok: The social network whose usage has increased the most, with a three percentage point rise (26.6%).
- Telegram: It is the third most preferred messaging app with 18.5%, also behind Instagram (26%).
- X: The new Twitter is the fourth most preferred by users who use the internet weekly (20.8%).
- LinkedIn: Used by 11.1% of users who access the internet weekly.
- Pinterest: It is the sixth most preferred social network by individuals who regularly use social media (10.8%).
*Universe: Individuals who use the internet at least weekly. Source: CNMC.
Most important international events in Spain
FITUR (January 22–26, 2025, Madrid). One of the leading tourism events globally, bringing together tourism companies and related services from all over the world. It serves as an ideal platform to launch new tourism products, network, and secure strategic collaborations.
Mercedes-Benz Fashion Week Madrid (February 20–23 & September 17-21, 2025): Spain’s premier fashion event, it showcases the latest trends and collections and attracts international attention, offering brands the chance to connect with top industry figures and consumers.
Mobile World Congress (March 3-6, 2025, Barcelona): As the largest technology event worldwide, the MWC is perfect for brands looking to showcase their technological innovations. From interactive booths to product launches and presentations, it serves as a springboard for success in the competitive tech industry.
ARCOmadrid – International Contemporary Art Fair (March 5–9, 2025): One of the most prestigious contemporary art fairs in Europe, it serves as a key meeting point for the global art market, fostering connections and driving investment in contemporary art.
Feria del libro de Madrid (May 30 – June 15, 2025). A cornerstone event for the literary world, the Madrid Book Fair transforms El Retiro Park into a cultural hub where publishers, authors, and readers converge.