Spanish TV advertising minutes fall nearly 12%

Iñaki Ferreras | 14-11-2012

Spain’s TV advertising minutes fell almost 11.8% in Q3 of this year, compared with the same period last year, although the effectiveness of these advertisements was increased by 15%, according to the latest report by Zenith Media.

The report highlights how, despite increasingly fewer advertisements, advertising effectiveness is increasing at the same time as the television usage.

An average of 21,050 television commercials were broadcast daily, amounting to an average of 63 per person per day, which represents an efficiency of 0.30% versus 0.26% in the same period last year. This is the first time in recent years that an increase in the effectiveness of advertisements in the third quarter has been seen, as this is a time when people generally watch less TV.

The study also noted a ‘clear improvement’ in the number of GRP compared to 2010 and 2011; this is used by advertisers to determine whether their advertising campaigns have impacted on the public or not. The number of GRP grew 2.7% in Q3 2012 compared to the same period in 2011. As the report explains, this increase in GRP accompanied by a reduction in the number of minutes of advertising broadcast ‘has resulted in greater efficiency for advertisers,’ reports Europa Press.

Between July and September, a total of 6,886 advertising minutes were issued a day on television, 11.8% less than in 2011. Also the number of notices issued dropped 11.5% in the quarter as a whole. However, despite this decrease in the number of ads and the time spent on TV advertising, viewers saw a daily average of about 21 minutes of advertising, up 5.2%.

Also, the use of television marked an "absolute record summer period" with about three hours and 36 minutes of consumption per person per day. In fact, despite the emergence of the Internet and new forms of audiovisual content consumption, television consumption has grown by 21% in the past 12 years.

These figures indicate that television continues to be the primary audiovisual platform for Spanish viewers.