Pay-TV, mobile ads to rocket in Spain through 2015
DetailsJuan Fernandez Gonzalez | 27 May 2015
Pay-TV is finally on the up in Spain, and is leading the growth in advertising together with mobile platforms among all media formats during 2015, with latest predictions that the industry will grow by 9.5% through to December.
According to the Zenith panel forecast, 2015 is to be a period of general growth for media, if current financial conditions don't change. The predictions have been positive since last year, but pay-TV is now set to rocket through the second half of the year, from over 6% growth predicted in March to the current 9.5%.
Mobile platforms (up 12.6%) and online advertising (up 8.4%) will also be at the peak of the growth wave, while free-to-air (FTA) TV is also forecast to see improvements from 6.1% growth to 7.1%.
Online video advertising is predicted to see an investment growth of over 23%, reaching over €54 million. According to Zenith's analysts, new video formats and new tools to increase ad efficiency are behind the growing importance of online video.
Although traditional TV platforms are still leading investment, the industry is very active around the Internet and social networks.
Investments in blogs and sites will grow by 9% by the end of the year, reaching €12.7 million; social networks are set to grow 15%, reaching €49 million; and mobile productions (apps, sites development) will grow by 8%, gathering €28.2 million.