Disney Pacts With Spain’s Atresmedia Television

The Lone Ranger

Spanish broadcast group to air ‘Avengers,’ ‘Lone Ranger,’ among recent movies

Re-upping on a stable relationship. Disney Spain has inked a multi-year movie volume deal with Atresmedia Television, one of Spain’s two biggest broadcast network groups.

Titles in the pact are “The Avengers, “The Lone Ranger,” “Thor: The Dark World,” “Planes,” and “Saving Mr. Banks,” among others.

Disney movies sit well with Atresmedia’s predominantly family-skewed demos. While many broadcasters in Europe have scaled back on movies, Atresmedia has made big film titles one of its defining hallmarks: Further movies in the Atresmedia hopper include “Argo,” “The Bourne Legacy,” ”The Hobbit: An Unexpected Journey” and “Skyfall.”

Spain’s crisis has also increased grid-time for bought in product, at the expense of costlier in-house fiction.

Hit by still weak consumer demand in Spain, TV ad spend in Spain plunged 8% year-on-year to around €1.65 billion ($2.3 billion) in 2013, 53% off its pre-crisis 2007 peak, per a Barlovento Comunicacion year-in-review study.

Movie can also be strategically skedded and re-skedded across Atresmedia TV’s swathe of channels, saving on programming costs.

The new Disney movies will play not only Atresmedia’s flagship commercial channel Antena 3, but also boutique free-to-air channel La Sexta, urban youth targeting Neox, the femme-skewed Nova, Nitro, which targets male auds, movie channel La Sexta 3 and XPlora, a docu-service. Combined, the channels punch an aggregate 28.7% audience share in Spain and a whopping 42.7% slice of Spain’s ad market, establishing Atresmedia as one of the country’s two dominant commercial broadcast groups, along with Mediaset Espana.

Filed Under:

Want to read more articles like this one? SUBSCRIBE TO VARIETY TODAY.
Post A Comment 1

Leave a Reply

1 Comment

Comments are moderated. They may be edited for clarity and reprinting in whole or in part in Variety publications.

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

  1. F S N says:

    Reblogged this on The Now.

More TV News from Variety

Loading