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.