Spain: TV advertising flat

2017 was a flat year for the Spanish TV operators in terms of advertising revenues. The market grew by 1 per cent to €2.1 billion, out of which €1.9 billion (91 per cent) came to FTA TV, according to data from Infoadex.

The Mediaset-Atresmedia duopoly took a hefty 84.7 per cent of the TV ad market. Mediaset, owner of Tele 5 and Cuatro among others, led the market with €927 million, up 0.9 per cent, and a share of 43.3 per cent. Atresmedia, operator of Antena 3 and La Sexta among others, took €887 million, down 0.7 per cent, and a share of 41.4 per cent.

Pay-TV channels registered the highest growth in TV ad revenues with an increase of 16.2 per cent to €94.6 million and a share of 4.4 per cent. Regional TV channels saw a decline of 10 per cent to €114.2 million and a share of 5.3 per cent.

Mediaset also led the audience ratings with an average share of 28.7 per cent and was the TV company with the highest online video consumption, with a monthly average of 81.1 million watched videos and 348 million minutes consumed per month.

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