MADRID — Having plunged in 2001 and bottomed out in 2002, TV advertising in Spain appears to be turning a corner.
The total ad spend on Spain’s terrestial broadcasters rose by 3.9% in 2003 against a year earlier, per a report compiled by Zenith Media in Spain.
Ad spend on digital TV — led by Sogecable’s Canal Satelite Digital and Telefonica’s Via Digital, which merged to form Digital Plus in July — was up by 4.2%. Local TV advertising saw a 3.5% rise in 2003.
These figures outpace inflation in Spain, which stood at 2.6% for 2003.
The outlook for 2004 is even more positive, according to Zenith’s panel of experts, which includes leading figures in the ad sector. Some 86% of the panelists consulted forecast that total advertising in Spain, including TV, print, radio and Internet, will continue to rise this year.
Zenith itself predicts a 4% increase in terrestial TV advertising and 5% for digital TV.
For Zenith, advertising growth in Spain was held back last year by “the uncertainty provoked by international events. … The year end has brought a new feeling that the crisis is over, especially in the case of TV, whose increase in sales have pushed numerous advertisers into earlier buys and renogotiations of past terms,” Zenith reports.
The automobile, telco and financing sectors are tipped as Spanish big-spenders for 2004.