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Ad spending in Spain fell by -17.7% in the first quarter of 2013, according to the i2p (Ad Spending Index) survey conducted by Media Hotline and Arce Media. Although ad spending has been down for nine consecutive quarters, the trend of bigger decreases every quarter was broken this time. As a result, this is the first quarter (of the last nine) that the decrease has been lower than in the previous quarter.
Annual Trend 2005-2012 – Quarterly Trend
Setbacks
All Spanish media posted a drop in their advertising during the quarter. Newspapers, Sunday publications and cinemas saw a fall of over 20%. Television, radio, magazines and outdoor advertising fell 16%-19%. Of all media, Internet lost the least amount of ad spending.
The most significant declines occurred in TV ad spending, which fell 17.7%, from EUR 497.2 million to EUR 409.2 million; and newspaper ads, which dropped 22.9%, from EUR 185.3 million to EUR 142.8 million.
Internet advertising, which only included display advertising in the i2p study, fell 5.9% from EUR 97.8 million to EUR 92.1 million.
i2P Spain Ad Spending Survey for the First Quarter of 2013
| 1Q 2011 | 1Q 2012 | 1Q 2013 | Change 12-13 – % | |
|---|---|---|---|---|
Television | 589.9 | 497.2 | 409.2 | -17.7 |
247.8 | 185.3 | 142.8 | -22.9 | |
Internet | 78.5 | 97.8 | 92.1 | -5.9 |
Radio | 119.3 | 93.4 | 76.0 | -18.6 |
Outdoor | 64.1 | 77.5 | 64.8 | -16.4 |
Magazines | 80.7 | 62.5 | 50.8 | -18.7 |
Sunday pubs | 14.8 | 14.3 | 11.1 | -22.4 |
Cinema | 4.7 | 2.4 | 1.5 | -37.4 |
Total | 1.199.8 | 1.030.3 | 848.3 | -17.7 |
In Millions of Euros |
Source: Media Hotline and Arce Media.
TV and Internet were the only media which saw an increase in the number of active brands. Ad space on all media fell. Television was the only media to lose less ad time, while the rest saw a double digit+ drop in ad space.
Forecast for 2013
The survey forecasts ad spending will shrink 11.3% for the entire year, to EUR 3,526.1 million.
According to FUNCAS, the country’s GDP growth is forecast at -1.6% for 2013, and +0.5% in 2014.
“The bad ad spending picture for the first quarter of 2013, coupled with unimproved prospects for economic growth and consumption for the entire year, force us to believe it will be very difficult to see a recovery in ad spending in the short term and we can only hope for smaller declines than that of the first quarter over the next few quarters,” the study concluded.
Translated by Candice Carmel
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