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 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.

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