Advanced Television

Spain: TV ad market to rise 5% this year

March 3, 2016

From David Del Valle in Madrid

The Private TV Association, UTECA, which reoresents the largest private TV networks, has estimated that the Spanish FTA DTT market will experience a TV ad growth of 5 per cent widely surpassing a total turnover of €2 billion this year.

In 2015, the TV ad market reached €2.011 billion representing 40.1 per cent of the total advertising pie (which grew by 7.5 per cent) in the country, according to the consultancy firm Infoadex.

For UTECA, the forthcoming launch of 6 new DTT channels will give a definitive boost to a very competitive TV market with 8 different private TV companies and public broadcasters fighting for the audience ratings and advertising (except for RTVE with no ad revenues).

The Association estimates that the new channels will lead to a greater audience fragmentation to the benefit of viewers and advertisers, but with two largest groups, Mediaset and Atresmedia taking 80 per cent of the TV ad market as it happens, according to UTECA.

For UTECA, 2016 will also see the relaunch of HD, with over 40 per cent of HD TV sets or devices capable of receiving the HD signals in the country, with the boost of two big sports events: The Olympic Games and EURO 2016.

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