TV, Internet take further ad-share from traditional media in Spain

TV, Internet take further ad-share from traditional media in Spain

   Juan Fernandez Gonzalez
   | 22 July 2016




The Spanish advertising market keeps changing, as more traditional media lose share while TV and the Internet drive growth.

i2p publicidadDuring the first half of 2016, a new media scene emerged as the advertising market recovered from the 2008-2014 crisis. In general figures, the market grew by 3.8% compared to the same period in 2015, reaching investments of over €2.1 billion, according to Arce Media’s i2p report.

Notably free-to-air (FTA) and pay-TV took just over half (53%) of the ad outlay with just TV taking €1.11 billion in investments.

Advertising on online platforms grew by 1.2% becoming the third most important market, nearing investment figures of printed media, which continue showing great drops.

Regarding media companies, Atresmedia and Mediaset maintain the duopoly situation, accounting for over 48% of the investments. With six and seven FTA channels each, respectively, Atresmedia draw €528 million and Mediaset €484.

Arce does not foresee any big changes in trends by the end of the year. It predicts that by December 2016, TV ads will amount to €2.12 billion and online platforms €505 million.