2013 Ad investment in Spain declines by 10.1%

What? Advertising investment in Spain decreased by 10.1% in 2013 compared to the previous year.
Why it matters? Of all the advertising sales, 50.8% was sold by the three major media groups (Planeta, Mediaset and Prisa), Prisa and Planeta are present in the Americas.

According to i2p study, advertising investment in Spain amounted to €3570.6 million (US 4846.27 million). This amount was lower by 10.1% compared to the € 3969.6 million (US 5388.73 million) invested during 2012.

Media investments
TV: decreased by 7.5% up to € 1,662.4 million ( US $ 2,256 million.)
Print media: press had a fall from 14.8% to € 622.7 million( US $ 845 320 000)
Advertising display: Had a decrease in investment by 2.5% to € 380.5 million (US $ 516.53 million)

According to the report, half of the investment (50.8%) was allocated to the three major media groups (Planeta, Mediaset and Prisa). While the remaining 10 groups accounted for 69.3% of total advertising volume.

 

2009

2010

2011

2012

2013

VAR.% 12-13

TV

2.326,0

2.386,9

2.229,6

1.797,1

1.662,4

-7,5

Press

1.160,1

1.112,9

930,9

731,1

622,7

-14,8

Internet

296,9

358,5

424,6

390,2

380,5

-2,5

Radio

500,5

497,5

428,6

372,2

332,6

-10,6

Exterior

294,4

286,2

373,3

307,0

271,7

-11,5

Magazines

427,7

419,2

356,1

287,8

233,9

-18,7

Dominical

75,6

77,3

78,0

64,8

49,4

-23,8

Movies

15,3

19,6

24,3

19,4

17,4

-10,3

TOTAL

5.096,5

5.158,1

4.845,4

3.969,6

3.570,6

-10,1

Source: I2p. figures and percentages in euros.Advertising investment(2009-2013)

Major Spanish media groups with presence in the United States and Latin America have been going through tough times since 2013. This is mostly because of the continued difficult economic environment in Spain as well as high debt loads.

However, the i2p study estimates that investment will grow 1.5% in 2014, while print media still is expected to experience declines. In this sense, the study predicts increases of 5.5% and 3.5% for internet and television, respectively, while the daily press and the magazines are expected to fall 3.4% and 4.3%.


Editorial Staff @portada_online

Portada Staff

MORE FROM PORTADA


Nobox Chief Creative Officer Marcus Kawamura Drives Brands’ Consumer Engagement With Big Ideas

Nobox Chief Creative Officer Marcus Kawamura Drives Brands’ Consumer Engagement With Big Ideas

Miami-based agency Nobox has tapped Marcus Kawamura as Chief Creative Officer to drive brands’ engagement with consumers by generating big ideas and delivering them on multiple platforms. Rapidly shifting technology requires brands to speak with consumers on multiple platforms, but Kawamura says engaging consumers requires deep brand understanding, big ideas, and the ability to entertain and react quickly to opportunities.


Exclusive Interview: Raja Rajamannar, CMO, on Mastercard’s Recent League of Legends Sponsorship

Exclusive Interview: Raja Rajamannar, CMO, on Mastercard’s Recent League of Legends Sponsorship

We talked to Raja Rajamannar, Chief Marketing & Communications Officer at Mastercard, about the bran’s recent multi-year partnership with Riot Games, to become the first global sponsor for League of Legends esports.