TV ad spend up in Spain

Telecinco ad revenue up 20.7% to 1.02 bil

MADRID — Spain’s TV ad spend climbed 15.5% in 2004 to reach ¤2.7 billion ($3.5 billion), according to a recent report by Spanish ad analysis company Infoadex.

“There was more demand than ad time available, especially at the big private broadcasters Telecinco and Antena 3. The ad hike’s been spectacular, especially taking into account that the medium’s very saturated,” said Infoadex report director Pedro Villa.

According to Infoadex, private net Telecinco topped ad spend revenues with $1.02 billion, a 20.7% increase on a year earlier. The Mediaset-controlled web bettered DeAPlaneta’s Antena 3, which drew $917.9 million, though latter’s year-on-year growth was greater at 25.7%.

Part of the broadcasters’ TV ad bonanza stems from the upbeat performance of primetime local series, led by Telecinco’s family dramedy “The Serranos” and Antena 3’s neighbors comedy “Aqui no hay quien viva.”

Ad rev growth at pubcaster TVE was slighter — up 5.7% to $959.1 million — as it ducked out of Spain’s rating race last year to pursue more PBS-style programming. Spain’s Forta regional state channel network generated $481.7 million in TV revs, also up 5.7% on 2003.

In ancillary media, advertising rose 55% at Spain’s satellite and cable platforms to $34.1 million.

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