The Spanish TV ad market dropped by 19 per cent in 2012 to €1.8 billion against €2.2 billion the previous year, according to the latest report from the consultancy firm Infoadex.
Advertising investments of free-to-air nationwide TV channels, which represent 90.6 per cent of all the TV ad expenditure, amounted to €1,643.9 million, down 16.8 per cent with La Sexta taking the worst part of it with a fall of almost 60 per cent to €115 million. Mediaset-owned Tele 5, which leads the TV ad market with a share of 45.3 per cent, experienced a drop of 15.7 per cent to €821.5 million. Antena 3 TV, with a share of 35.2 per cent, registered a decrease of 6.2 per cent to €639 million. Regional TV channels saw their ad revenues fall by 36 per cent to €126.8 million whereas pay TV channels’ drop reached 28.5 per cent to €43.1 million.
As a result of the TV ad crisis, Tele 5 and Antena 3 TV saw their benefits go down by 54.6 per cent and 65.8 per cent, respectively. Tele 5 (that operates Tele 5, Cuatro, FDF, La Siete, Boing, Divinity y Energy) declared a profit of €50.14 million agaisnt €110.5 the previous year. Antena 3 TV (with channels like Antena 3 TV, Neox, Nova, Nitro, La Sexta, La Sexta 3 and Xplora) registered a benefit of €31.9 million.