Marketing through traditional channels decline while Mobile marketing takes a leap ahead: a 2014 study on Spain reports

WARC, 27 February 2014

MADRID: Total advertising expenditure in Spain for 2013 fell 3.7%, with traditional media decreasing at a slower rate than before but mobile leaping ahead.

According to a new report – Estudio Infoadex de la Inversión Publicitaria en España 2014 – overall spending amounted to €4,261m in 2013. This represented a 47% decline from the peak year of 2007 when media investment reached €7,983m.

Spending in traditional media was down 8%, half the fall recorded a year earlier, and internet growth was a mere 1.8% although the latter figure hid a 51.3% jump in mobile adspend.

Within traditional media, TV performed best, with a relatively small 6.2% decline to €1,703m. Other channels fared much worse, particularly magazines (-19.1%) and newspapers (-13.5% to €662m), with radio (-11% to €403m) not far behind.

The smaller sectors of outdoor and cinema also saw double digit declines, of -13.5% and -10.1% respectively.

Digging deeper into television, pay channels were the only part of that market to see any growth, but again it was slight, at 1.2%, and in any case these accounted for only 2.6% of the total television advertising market.

Two companies dominated this sector, with Mediaset España and Atresmedia together accounting for 86% of all TV advertising expenditure. For the rest, only the Disney Channel registered separately, taking a 1.5% share.

For the year ahead, Pedro Villa, Infoadex director, did not expect a stable pattern, saying that there would be "months of growth, maintenance and decline".

Data sourced from PR Noticias; additional content by Warc staff

For more on theory and case studies on: http://expertresearchers.blogspot.com