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Disney Pacts With Spain’s Atresmedia Television

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.

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