Research: Ad spending in Spain falls 17.7% in the first quarter of 2013

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

Print

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.
According to the survey, there were fewer active brands and lower average ad spending per brand this quarter.

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


Editorial Staff (@portada_online)

Portada is the leading source of news and analysis on the Latin Marketing and Media space. Credibility is our biggest asset: The Portada team is very passionate about producing high-quality independent content that helps drive forward the Latin Marketing and Media space.
El equipo editorial de Portada se apasiona por elaborar contenidos de alta calidad. La credibilidad es nuestro mayor activo. La misión de Portada es ayudar a profesionales de negocios y medios a comprender y alcanzar a consumidores latinoamericanos, del mercado hispano de EE UU y España.

MORE FROM PORTADA

#Portada16: Are Multicultural Media Buying Agencies Necessary?

#Portada16: Are Multicultural Media Buying Agencies Necessary?

One of the key highlights of the many sessions of #Portada16, co-produced with MediaPost last week, was the panel "Do Multicultural Media Buying Agencies have a Reason to Exist? The panelists argued passionately on a topic that is at the very crux of Multicultural Marketing and Media.


Lionsgate & Univision Launch Spanish-Language Movie Streaming Service 

Lionsgate & Univision Launch Spanish-Language Movie Streaming Service 

Lionsgate, the next generation global content leader, and Univision Communications Inc. are teaming to launch a premium subscription video on demand (SVOD) service for the booming Hispanic movie-going audience in the U.S.The new premium on demand movie service will tap base of more than 50 million hispanic consumers in the U.S.


IPG Mediabrands and Innovid Announce Partnership, New Technology to Improve OTT Video Experience

IPG Mediabrands and Innovid Announce Partnership, New Technology to Improve OTT Video Experience

IPG Mediabrands and Innovid have launched a partnership and set of products that could make waves in the video advertising world.