The duopoly of Mediaset and Atresmedia in the Spanish FTA TV market is strengthening with the two now controlling 86.4 per cent of the total TV ad revenues in the first quarter of the year (85 per cent the previous quarter).
Combined, both TV groups took €430.5 million of the total €498.5 million TV ad investments in the period, with an overall rise of 5.6 per cent in the TV ad market, according to Infoadex figures.
Atresmedia, operator of six TV channels (among them Antena 3 and La Sexta) has beaten Mediaset, with seven TV channels (among them Tele 5 and Cuatro) for the first time in ad revenues taking €217.3 million, up 8.1 per cent, against Mediaset’s €213.2 million, up 5 per cent than the same period last year. In terms of market share, Atresmedia takes 43.6 per cent with Mediaset taking 42.8 per cent.
The duopoly was mirrored in the TV ratings with the groups controlling 57.5 per cent audience share: Mediaset pulled in an average audience share of 30.1 per cent whereas Atresmedia got 27.4 per cent.
Pay-TV channels also managed to increase their ad revenues to €18 million, versus €16.9 million the same period last year.