Spanish watchdog looks into advertising duopoly
Details
Juan Fernandez Gonzalez
| 23 February 2018

The Comisión Nacional de los Mercados y la Competencia (CNMC) has opened proceedings against Atresmedia and Mediaset for anti-competitive practices in Spain’s free-to-air (FTA) advertising market.

The market authority has initiated a formal investigation following revelations of irregular conditions imposed on advertisers and media agencies during the ad commercialisation process.

The dominant position both TV companies have in the ad market - controlling over 85% of the total amount invested by advertisers in FTA - has driven smaller players to repeatedly report a duopoly situation.

According to the CNMC, the advertising units of Mediaset and Atresmedia (Publiespaña and Atres Advertising) would have required minimum guaranteed advertising investments from advertisers as well as demanded multi-channel contracts that would force advertisers to broadcast the same ad simultaneously across different linear networks.

Such moves, the CNMC has stated, break advertising market regulations as they hinder competition of smaller media companies.

Over a maximum period of 18 months, the CNMC will carry out the investigation, which could result into a fine for both Mediaset and Atresmedia.