From January to March 2010, advertising investment in conventional media has grown by 0.6%, reaching a volume of 1,198 million euros, compared to 1,190 million registered in the same period last year, according to the results of a study published today by the company InfoAdex
Of the conventional means controlled by this company, four have decreased in their investment figures. Television, which is the first medium by volume of investment, has grown by 1.9%, reaching a figure of 584.7 million euros in the first three months of the year. The daily press, the second medium for its absolute amount of advertising investment, has registered in the period from January to March 2010 a fall of 2.9% (standing at 244.6 million euros), but in the same period of 2009 the fall was almost 32%. The radios came in third place for its figure of 116.1 million, which represents a fall of 1.2% in the investment compared to that reached in the same period in 2009. As for the magazines, they obtain a volume of advertising business of 89.2 million euros, representing a fall of 7.8%.
After television it is the Internet, in order of volume, the next medium with the highest growth in the period, increasing by 17.9% and reaching 60 million in the first three months of the year. Then, in terms of investment volume, are the Sunday editions. They grew by 11.1% compared to the same period of the previous year and stood at a figure of 14.6 million euros. Finally, advertising investment in films, the smallest in terms of volume within conventional media, has experienced a strong growth of 147.1%, which should be interpreted taking into account the small volume of its figure, which is the lowest in of all the conventional media, reaching an advertising investment of 5.3 million euros in the period considered.
The “hole” left by TVE
The national and regional televisions, with a growth of 0.4%, absorb the gap left by TVE, says InfoAdex. Advertising investment in television in the first three months of 2010 was 1.9% higher than in the same period of the previous year, going from a figure of 573.6 million euros from January to March 2009 to 584, 7 million in the same period this year.
“It should be noted that the figures (…) have been estimated in some cases by InfoAdex.” It is also necessary to clarify that the entire estimated figure has been directly attributed to the television networks, regardless of whether the revenues could correspond to other companies or companies linked to them, “says the press release.
From January to March 2010 the advertising investment of the national televisions fell by 2.5%, which has remained at an amount of 492.5 million euros, which meant that its market share stood at 84%. ,2%. Despite this reduction, as was included in this group in the previous year TVE investment, which this year disappears, the market shares of its components have been substantially increased in this quarter, says InfoAdex.
Publiespaña-Tele 5 remains the leader in turnover in the first three months of 2010. The figure it has reached is 194.0 million compared to 147.6 million in the same period of the previous year, which represents growth of 31.5%, having obtained a market share of 33.2%. ATRES Advertising-Antena 3 occupies the second position, with an increase of 20.3% in the period from January to March 2010, reaching a figure of advertising investment of 167.9 million and a market share of 28.7%.
Cuatro TV shows a growth of 19.9% compared to the figure reached in the first three months of the previous year and reaches a volume of advertising investment of 70.5 million euros with a share of 12.1%. Publiseis-La Sexta, which has the highest growth rate of national television, increases its turnover by 40.0%, from 43.0 million in January-March 2009 to 60.2 million in the same period in this year, which puts its share at 10.3%.
In turn, the advertising investment in the different regional television stations that broadcast reached in the first three months of the year the figure of 70.3 million euros, 26.5% more than the 55.6 million that were recorded in same period in 2009. This evolution means that the global market share of this group of televisions went from 9.7% in the period January-March 2009 to 12.0% in the current period. The other generalist DTTs have evolved with a strong growth of 216.3%, reaching a turnover of 8.5 million over the one and a half million that they had in the first quarter of the previous year, reaching this year the 1.5% of the market.
The Payment Channels also showed a positive performance, showing a growth of 28.8% and an absolute figure of 13.3 million, which puts their share of participation at 2.3% in the first quarter of 2010.