Warc, 31 January 2013
MADRID: Adspend in Spain during 2013 is expected to fall at
twice the rate forecast just two months ago, signalling continued deterioration
in the nation's advertising market, a new report has suggested.
Zenith, the consultancy, analysed forecasts from sales and
marketing directors at Spanish media groups. Its latest predictions suggest
that all-media adspend will decline by 7% this year, compared with its previous
forecast of -3.6%.
Based on that rate of decline, actual spending would reach
around €4bn for the year, half the level achieved in 2007 before the global
financial crisis struck.
The worst affected media are paid-for newspapers and
television. The former channel is forecast to experience a -10.2% drop, while
the latter is expected to suffer a -9% fall. In November 2012, these media were
forecast declines of -7.9% and -4.5% respectively.
Zenith does not foresee the advertising sector returning to
growth until April 2014.
"Although a fall of 7% is bad news for the sector, it
can be seen as bringing a certain relief to a very negative trend," the
report added.
This remark has to be seen in the context of recent figures
from consultancies Arce Media and Media Hotline which estimated that national
adspend fell -18% during 2012, before dropping by a further -10% in 2013.
The latest Warc Consensus Ad forecast, based on a weighted
average of adspend predictions from ad agencies, media monitoring companies,
analysts, Warc's own team and industry bodies, estimated that adspend in Spain
dropped -13% in 2012 and should fall -2.8% this year.
Data sourced from Reuters/PR Marketing; additional content
by Warc staff
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