Spain’s TV ad market down 9.5%
February 28, 2012
From David Del Valle in Madrid
2011 was a bad year for Spain’s TV channels in terms of ad revenues. The TV ad market fell by 9.5 per cent to €2,237.2 million against €2,471.9 million the previous year, according to the latest data from consultancy firm Infoadex.
Nationwide FT TV channels, which accounts for 88.3 per cent of all TV ad revenues, experienced a decrease of 7.1 per cent to €1,977.0 million against €2,128.8 million in 2010, with Regional TV channels taking the worse part with a drop of 27.4 per cent to €198.0 million in comparison with €272.6 million the previous year. Ad revenues in pay TV fell by 7.4 per cent to €60.2 million against €65 million in 2010.
By channels, Mediaset-controlled Tele 5 leads the TV ad investment with total revenues of €975 million and a market share of 43.6 per cent. Antena 3 TV is second with €681.5 million, down 1.3 per cent, and a market share of 30.5 per cent. La Sexta had €255 million in ad revenues, down 7.8 per cent, with a market share of 11.4 per cent.
The TV ad market represents 40.6 per cent of the total ad pie concerning conventional media, €5,505.1 million, down 6.0 per cent. Total ad market in Spain, including all types of advertising (conventional and below the line advertising) amounted to €12,061 million in 2011, down 6.5 per cent.