Spain's TV ads more numerous than ever

Iñaki Ferreras ©RapidTVNews | 17-02-2012

The latest Spanish TV advertising figures may not be the best in their history but at least they are in black ink despite the economic crisis that is gripping the country.
Yet in spite of the crisis, there was an explosion in internet usage and new media consumption and the amount of TV commercials that aired during 2011, 8.2 million, was the highest in Spanish history.
This number, published by Zenith Media with data provided by Kantar Media, means the amount of ads grew by 11.4% compared to 2010, when only 7.4 million commercials hit TV screens.
According to the report, 22,614 ads aired each day during 2011, 2,319 more than in 2010. The amount of daily minutes devoted to advertising on TV in 2011 was 7,583, 11.8% more minutes than in 2010 (6,824 minutes a day).
These numbers mean the rising trend that's been present in the last few years: in 2008, 4.9 million ads were broadcast, while a mere 1.6 million hit screens in 2001.
But the results are a little disappointing: In 2011, viewers saw 66 ads on average each day; while in 2010 they saw 67, and 80 in 2003; in addition their Gross Rating Point (GPR) also decreased. In fact, the ads' effect decreased to the same level they had back in 1997.
All of this means that viewers increasingly dislike the ads and seem to be overwhelmed with the amount of offers, becoming immune to their message. Keeping in mind that pay-TV networks live mostly off of ad sales, some of them have been forced to understand that sometimes "less is more". For instance, in 2011 Antena 3 and Telecinco reduced the number of minutes devoted to advertising by 10%, and the results seem to be quite promising.

Yet, things aren't looking so bad for the advertisers, who noticed primetime is their most valuable timeslot. Not only are audiences greater, viewers are more willing to watch the ads, 67% more than they are in any other timeslot.
So the report must be seen with a half filled glass rather than a half empty one.