Spanish TV advertising market wakes up

Juan Fernandez Gonzalez | 27-01-2014

The Spanish advertising market is on the up, with TV advertising investments increasing by 4% in Q4 2013, according to an i2p report quoted by Arce Media and Media Hotline.

After almost a constant decline over the past six years, the media market is finally recovering, and new players are emerging with it.

TV and the Internet are the only media which managed to grow in Q4, both by 4%. As for specific companies, Grupo Planeta (Atresmedia's share holder) with a 22.7% share and Mediaset (20.9%) top the market, followed by Prisa (Canal+), Vocento and Unidad Editorial.

Although the decline of all communication platforms slowed, the year's average drop was 10.1% with an investment amount of 3,969.6 million, far below the over 7,000 million invested in 2007.

Since the financial crisis started, Spain's advertising market has decreased by 51.5%, leaving the investment rate at a similar level to 1995. A small recovery was experienced in 2010, but the decline has been constant since then.

According to i2p's report, it would be necessary to wait more than 15 years to get back to 2007's investments levels. For 2014, the report points to an average growth of 1.5%, although printed media will continue to fall (despite the increasing income from digital press). TV is expected to grow by 3.5% and the Internet by 5.5%.