Spain’s advertising recovery to slow in 2016


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Juan Fernandez Gonzalez

| 03 February 2016




Spain's advertising industry started 2015 in great shape, but recent quarters have cooled the momentum and predictions for 2016 look worse than initially expected.



Still, 2015 was the second positive year in a row, after Spain's advertising industry shrunk between 2008-2013. According to Arce Media's i2p report, investment grew by 5.8% to reach €3.98 billion by December 2015, €1.94 billion of which was invested in TV.

Both free-to-air and pay-TV show 6.9% growth compared to 2014, while Internet platforms continue strengthening as a serious media alternative, reaching €434 million in investment in 2015, up by 12.3%.

Specifically regarding TV, 2015 saw fewer brands advertise than 2014, but prices per unit, average expenditure and investment per brand was higher.

TV's reign over the Spanish advertising market is clear when looking at leading media platforms by investment. Grupo Planeta (Atresmedia) gathers 23.8% of the total advertising business, closely followed by Mediaset (21.7%).

Despite some good signs, predictions for 2016 are, on average, worse than expected. The advertising market is expected to grow by 2.8% during this year to reach €4.19 billion – still half of what was invested in 2008 – and TV's ads will represent €2.06 billion, slightly less than predicted only three months ago.