Spanish audiences desert networks

Share for top channels to fall to 10% each

Audience shares at the flagship channels of Spain’s biggest broadcast networks will sink to around 10% in four to five years as pay TV and digital terrestrial TV continue to grow, according to Spanish audience research company Multimedia Corp.

Pubcaster Radio Television Espanola’s top-rated channel TVE-1 scored a 15.5% aud share in July, while commercial webs Antena 3 TV and Telecinco nabbed 15.4% and 13.8%, respectively.

Despite the long-term loss of market share, however, the networks will still “be able to turn profits, and be the principal ad support for mass-market advertisers,” said Multimedia head of research Carlos Arnanz.

“The broadcast networks might become minority channels, but they’ll still be the biggest minority channels in Spain,” he said.

Anticipated mergers between the big networks and upstarts Cuatro and La Sexta will cut competition in the TV market.

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