Spain's TV advertising down 23%
Written by Iñaki Ferreras
Sunday, 28 February 2010 08:03
Following the general trend of the internet gaining advertising ground, mainly against television, Spain's broadcasters lost 23.2% of its advertising revenues last year compared with the year before, according to an InfoAdex report.
TV ad revenues fell to 2,368.2 million in 2009 compared to 3,082.4 million in 2008. These figures can be compared to the real advertising investments of the general advertising market in this country which dropped nearly 15% last year, passing from 14,915.7 million in 2008 to 12,669 million last year. Television now accounts for 42.1% of total conventional media on attracting advertisers.
Taking account of the different types of broadcasters the real investments on national and regional TV channels was 2,299 million last year, 22.9% less than 2,982.5 million registered the year before.
Pay-TV had advertising investments of 50 million in the period, 10.9% less than in 2008 when the figure amounted to 56.1 million.
Spain's national broadcasters saw their advertising incomes diminish 22.6% last year, from 2,669 million in 2008 to 2,061 million in 2009. But the drop for regional TV channels was even bigger, with investments 25.6% less than a year before. Regional channels had advertising income of 237.7 million last year compared with 319.6 million the year before.
And the share of the regional TV channels of total of advertising investments on television dropped 4 percentage points to 10.3% while national broadcasters got 89.7% of TV ad income.
Finally it's to be highlighted that national and regional Spanish TV channels lost 600 million in advertisements in 2009.