Spain: TV ad revenues still falling
July 24, 2013
From David Del Valle in Madrid
Spain’s TV ad market continues to fall with a drop of 12.8 per cent to €884.4 million in the first half of the year, in comparison with €1.0142 billion in the same period the previous year.
The FTA nationwide TV channels experienced an average drop of 12.9 per cent to €798.9 million taking 90.3 per cent of the total TV ad pie. Mediaset, owner of Tele 5 and Cuatro, is the market leader with a share of 44.1 per cent and €389.7 million revenues, albeit a drop of 15.3 per cent in its total advertising turnover. Atresmedia, owner of Antena 3 and La Sexta, is second with a market share of 43.1 per cent and €381 million in revenues.
The decline in TV advertising has been even worse among the regional TV stations with an average fall of 13.4 per cent to €62.3 million, leaving the 13 regional broadcasters with an ad market share of 7 per cent.
Pay-TV channels registered a fall of 7.7 per cent to €23.2 million with a market share of 2.6 per cent. As for thematic channels, the Disney Channel was the best in terms of ad revenues with a turnover of €7.1 million, albeit a drop of 12 per cent.