The Spanish TV ad market is freefalling with a drop of around 20 per cent in May and TV broadcasters, above all small DTT channels, taking the worst of it. The largest broadcasters, Antena 3 and Tele 5, saw a decrease of 18.9 per cent and 18 per cent, respectively, in the number of adverts in May, according to Barlovento. Between them these TV companies control more than 70 per cent of the TV ad market, with Tele 5 taking the lead with a market share of 44 per cent.
The TV ad crisis is driving small DTT channels to substantially reduce their budgets and even consider the closure. Veo TV, owned by newspaper El Mundo and with an average share audience of 0.7 per cent, has announced that it will eliminate its in-house production and dismiss around 200 workers. Other channels, below the estimated audience rating of 1 per cent to be viable, may be swept away.