Spain: TV ad revenues free fall 18%
April 26, 2012
From David Del Valle in Madrid
The Spanish TV advertising market continues in free fall. In the first quarter of the year, TV ad revenues fell by 17.7 per cent to €485.2 million with advert prices dropping to levels similar to those in 2003-2004.
Regional TV stations took the worst part of the TV ad revenues fall with a drop of 39.8 per cent (their ad market share stands now at only 7%) to €56.5 million at a time when the Government has paved the way for their privatisation or closure.
For national TV broadcasters the average fall was 15.4 per cent to €439.5 million with Mediaset, operator of Tele 5 and Cuatro, experiencing a 17.6 per cent drop to €213.8 million (a market share of 44.1 per cent) while Antena 3’s ad revenues fell by 6.6 per cent to €166.5 million, with a market share of 34.3 per cent. La Sexta’s ad revenues were also down 26.3 per cent to €51.0 million and a market share of 10.5 per cent.
Pay TV channels had their ad revenues cut by 17.2 per cent to €11.8 million and a market share of 2.4 per cent.