The latest figures confirm what had been predicting in recent months: 2014 was the first year closed with positive figures for advertising on television in Spain since the financial crisis began in 2008, although the amount invested accounted for exactly half of which is then spent.
According to the latest report i2p de Arce Media, is invierton more of € 1.800 million in television advertising between January and December 2014, ie, 9% more than the previous year, as 2013 closed with € 1.660 billion invested.
The TV platforms online show a slightly higher DTT channels and pay TV growth, but their turnover is still too low to make a real competition for large media groups. With a growth of 10.1%, the online television came close to € 20 million advertising investment, 800 times less than traditional TV.
One of the consequences of this long period of losses, which reduced advertising spending in the media for almost € 7.400 million in 2008 to € 3.700 billion last year has been the reduction of active brands in the television market in general figures. The chains have seen nearly 1,000 brands allowed to advertise on television in 2014, while the remaining 4,500 the amount invested increased by 9%.
As for the group, Grupo Planeta, which has Atresmedia (Antena 3, La Sexta) and Mediaset (Telecinco, Cuatro) top the ranking, each accumulating nearly 25% of investments.
The report Arce Media is optimistic about 2015 in the Like other reports above. For i2p report, investments in television will grow 7.6% in 2015, reaching € 2,000 million in December.
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