Madrid’s Circuito Gran Vía has reported a 45% increase in advertiser numbers for the first nine months of 2026, reaching 241 clients compared with the same period last year, while the number of campaigns executed rose 25% to 388. The figures, released on November 5, mark the fifteenth anniversary of the LED network managed by the business group led by Josué Reyzabal and coincide with the centenary of the Cines Callao, the circuit’s anchor location.
International demand has been the sharpest growth line, with foreign client acquisition up 85%. So-called special campaigns — custom executions rather than standard rotations — rose 50%, a signal that brands are buying the circuit for bespoke creative rather than simple reach. The platform now comprises 15 large screens totalling more than 500 square metres of graphic surface across strategic locations in central Madrid, making it the largest urban large-format circuit in Spain.
Audience delivery has grown alongside the commercial numbers. The network recorded nearly 460 million impacts in the first half of the year, an 8.13% increase on 2025, equivalent to an average of 2.5 million impacts a day and more than 17.7 million a week. The Cines Callao remains the centre of gravity, exceeding 172 million impacts, up 11% year on year.
Automotive led year-on-year growth by activity sector, but the circuit has also carried high-profile campaigns for luxury, perfumery, tourism, airlines and digital platforms — a mix that reflects how large-format urban screens have become a default channel for brands that need a premium, photogenic presence in a city centre. Gran Vía’s combination of pedestrian density, tourism flow and architectural setting gives advertisers something that roadside inventory cannot replicate: a location that appears in visitors’ photographs and social feeds.
The group’s technical strategy has evolved accordingly. Over seven years it has added three-dimensional creative, augmented reality, social-media interactivity and synchronised playback across screens in the Plaza del Callao, turning the square into a coordinated canvas rather than a collection of separate displays. These capabilities explain the rise in special campaigns: an advertiser buying synchronised 3D playback across multiple faces is buying a spectacle, not an impression count.
The timing is notable. The circuit’s growth figures arrive as the Cines Callao celebrates its centenary, and the group has invested significantly in rehabilitating the cinema to preserve its character as a traditional picture house while repositioning it as a multi-purpose cultural venue. That investment links the commercial and cultural sides of the business: the screens derive value from the landmark, and the landmark is sustained by the advertising revenue the screens generate.
For the Spanish OOH market, the Circuito Gran Vía data underline a broader pattern. Premium urban large-format inventory is outperforming the wider market, international advertisers are returning, and custom creative is taking share from standard rotations. Operators who can combine landmark locations with technical capability — 3D, AR, synchronisation — are capturing budgets that would otherwise go to digital or experiential channels.
Why it matters: A 45% rise in advertisers, 85% growth in international clients and 460 million first-half impacts show Madrid’s Gran Vía circuit outperforming the wider Spanish OOH market, with 3D, AR and synchronised playback turning landmark screens into premium creative canvas.
Source: Congreso Diario
