Master in Digital Marketing Management – UPF-BSM Acquire specialized knowledge to manage the digital marketing of your organization. IMF Business School · Masters in Marketing and Digital Communication Online or in person · Double degree · Up to 70% scholarship · Job and internship exchange Advertising investment has been greatly affected by the effects of the coronavirus crisis and, Libya Email Lists although online media have seen things normalize (and will close the year with low or zero growth, but not with overwhelming falls, or at least that) is what the studies that have been published throughout the year invite us to think), the traditional media are going to face a drain. Between the drop in sales and the drop in advertisements, paper newspapers in Spain have lost around 300 million euros so far this year. The data for other traditional media will not be more positive.

In fact, in general, the advertising market in Spain will close this year with bad news. E Marketer estimates not only indicate that Spain is going to reduce investment in advertising above the general average, but that it will also lead the falls. Globally, the advertising market is expected to fall 4.5% this year. Spain will do it at 14% . The European countries that follow are Italy (-13.3%) and France (-11.8%). In general, no country will escape the crisis. Only China will close 2020 with growth in the advertising market and it will do so by the minimum (+ 0.3%). For traditional media, the year has been complex.

Television has been dragged into the paradox of having its best historical audience data, but not being able to monetize that content. March showed audiences never seen , but in the middle of a scare of advertisers. Sitting down to watch an hour of the morning programs, which had captured an audience that wanted to know more about the disease, proved it: they were not going to a commercial break. When a bit of normalcy returned to the advertising market in the summer, televisions had begun to lose steam in audiences . And, therefore, despite positive accumulated audience data for the year (when until then it had faced a drain on viewers due to changes in the content access model), televisions are going to close the year with notable losses . The data that we already have right now is brutal.

Televisions have lost about half of their income. The latest data is from the second quarter of 2020, which runs from April to June and which is just published by the National Markets and Competition Commission (CNMC). They are also those of the hardest moment of the coronavirus pandemic, when the population was confined or in the so-called New Normal. I was watching TV a lot, but it was a broadcast with few commercials. 45% less revenue During those three months, Spanish television channels closed with advertising revenues of 318 million euros. The figure is very low: it is 45% less than the amount that closed in the same period of 2019. In the same period of the previous year, the total for advertising made by the different television networks was 474.8 million euros.

In the preceding quarter, the first of the year, the data was at 392.4 million euros. In addition, of this advertising cake, the distribution has been very clear: according to the CNMC data, the two large groups (Mediaset and Atresmedia) took 80% of the advertising revenue. Atresmedia was left with 43.2% of the revenues for the second quarter, 112.2 million euros, and Mediaset with 37.3%, 97.1 million euros. This occurred despite the fact that, according to CNMC data, which is very much in line with what other analysts had already pointed out, average television consumption grew by 15 more minutes per viewer / day and 39 minutes compared to the second quarter of 2019. In total, TV was watched 246 minutes per person per day, 4 hours and 6 minutes.

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