Spain’s TV ad revenue down 4.1%

Terrestrial earnings fall in first half of the year

MADRID — Confirming the symptoms of economic recession, Spain’s terrestrial TV advertising went down 4.1% in the first six months of the year to 1.71 billion euros ($2.72 billion).

According to a report unveiled Monday by Spanish advertising monitor Infoadex, total ad on Spanish free-to-air nationwide channels plunged 3.5% to $2.45 billion, while regional pubcasters suffered an 8.9% fall to $271.2 million.

Terrestrial TV’s share of ad revenue held at a 46.8%.

Ad investment at the country’s most seen network, Mediaset’s Telecinco, was $854 million through June, 2.5% less compared to the same period of 2007.

Advertising revenues at DeAPlaneta’s Antena 3 TV declined 10.6% to $640.5 million and figures at pubcaster RTVE, which controls commercial web TVE1 and cultural channel La 2, dropped to $523.6 million, down 13.8%.

“The slight decline in ad revenues from Telecinco, which owns 31.4% of TV ad market share, mitigated the fall of Spanish television sector,” said Azucena Garcia Hernandez, Infoadex commercial director.

Another key is the growth of new webs — Sogecable’s Cuatro and Imagina’s La Sexta — Garcia added.

Launched in the 2005-06 season, Cuatro and La Sexta upped their ad revenues 22.7% and 37.9% to $292.5 million and $136.2 million, respectively.

But main ad growth through June has gone to Internet, climbing 28% to $176.2 million.

Total advertising in Spain dropped 6.5% to $5.81 billion in the first half of 2008.

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