MADRID — Spain’s TV ad spend registered spectacular first-half growth, increasing 17% over the first six months of 2003 to reach e1.35 billion ($1.66 billion), according to a recent report by Spanish research company InfoAdex.
The rise signals an end to Spain’s TV ad slump; spending plunged in 2001, bottom out in 2002 and built a moderate 4% in 2003.
“The results confirm signs of recovery suggested in 2003. The recuperation should consolidate in the second half of the year,” InfoAdex development director Camilo Arias told Daily Variety.
Leading the rally are Spain’s two national commercial broadcasters, Telecinco and Antena 3, which respectively saw 24% and 25% rises in ad trawls to $493 million and $434 million, InfoAdex estimates.
Moneymakers at both webs were locally made drama series, plus Telecinco reality shows.
Advertising also increased at pubcaster TVE, but the smaller hike of just 8% reflects a slight loss of market share.
Telecinco’s market share rose from 28% to 30%.