First positive year for TV ads in Spain since 2008

DetailsJuan Fernandez Gonzalez | 06 February 2015

Latest figures confirm what had been largely anticipated: 2014 was the first year that closed with positive figures for TV advertising in Spain since the financial crisis started in 2008, although the amount invested was exactly half of that spent in that year.

According to the latest i2p report from Arce Media, over €1,800 million was invested in TV advertising between January and December 2014, 9% more than a year before, with 2013 closing with €1,660 million invested.

Online TV platforms show a slightly larger growth than DTT and pay-TV, but their business is still too small to represent any real competition to the big media groups. With investments growing by 10.1%, online TV was close to reaching €20 million, 800 times less than traditional TV.

One of the consequences of such a long period of decline - which reduced general advertising investments in the media from nearly €7,400 million in 2008 to €3,700 million last year - has been the reduction of active brands in the TV market. TV channels have seen almost 1,000 brands ceasing to advertise on TV in 2014, although the rest (around 4,500) have increased their investments by 9%.

Regarding groups, Grupo Planeta, which owns Atresmedia (Antena 3, laSexta), and Mediaset (Telecinco, Cuatro) top the ranking, gathering almost 25% of the investments each.

The Arce Media report is also optimistic for 2015, as other reports have been previously, predicting that investment in TV advertising will grow by 7.6% through 2015, reaching almost €2,000 million by December