Monographic course on Internet Law at CEF.- Center for Financial Studies Know the legal responsibilities that exist in the digital environment to protect your company Monographic course on Internet Law at CEF.- Center for Financial Studies Know the legal responsibilities that exist in the digital environment to protect your company, Pakistan Email List During the confinement, television had an unexpected boiling moment in Spain. Although the television crisis had been underway for some time and there was a decline in audience data, with the population confined to their homes and eager for news, audiences soared.

At first, this did not translate into a growth in advertising investment, because advertising budgets were frozen, but things began to recover over the months and television began to escalate. At the end of 2020, for example, free-to-air television in Spain had advertising revenue of 455.5 million euros, much more than the 281.5 it had in the previous quarter.

But what happens now? Television has regressed. It has done so against the data at the end of the year, but also in the year-on-year comparison. That is what the latest data on the issue published by the CNMC show. The latest CNMCData statistics – which focus on the first quarter of the year – come to a somewhat worrying estimate for TV.

In the first quarter of 2021, the joint revenues of television and radio in Spain have fallen in the year-on-year comparison by 10.7%. During that period, all linear television and radio formats earned 415.8 million euros. In the first quarter of 2020, it was 465.7 million euros.

If only free-to-air television is taken as a statistical sample, the data are equally negative. The 303.8 million euros with which he opened 2021 are less than the 348.7 with which he opened 2020.

Television consumption has fallen
In part, this can be explained because television consumption has also fallen. Spaniards spend an average of 3 hours and 47 minutes a day watching content on DTT, a figure that means that for the first time there is a drop of 75% of television consumption time in Spain.

Until now, DTT took more than 75% of television content consumption time. Now it is 74.9%. According to data from the CNMC, while this is happening, the consumption of cable television and IP TV content rises to 23.7%. “This redistribution is related to an increase in pay television subscriptions through fiber networks,” reads the press release presenting the data.

The television duopoly
But these numbers don’t change much how ad revenue is split. In Spain there are two major players in free-to-air television and these are the ones that broadly share the advertising market.

Mediaset and Atresmedia are the ones who take 80% of the distribution of the cake of advertising revenues from television in Spain. Atresmedia has 43.6% of the advertising market and Mediaset 38.3%. The rest goes to pay TVs (8.3%), to public TVs 5%) and to other private TVs (4.8%).

After all, both giants are also the ones who accumulate the most spectators.

Leave a Reply

Your email address will not be published.