Television advertising falls up to 29%

According to the latest Infoadex report, in the first half of 2009 only the Internet would maintain growth in advertising investment, while television fell by 29%. Only LaSexta and the new DTT channels maintain an upward position.

According to the latest Infoadex study, the first half of 2009 has been disastrous for advertising investment on television since it has fallen by 29.2% compared to 2008, reaching 2,578.6 million euros. While the Internet maintains sustained investment growth, press and television are the most affected by the crisis. As for television, only LaSexta (with an increase of 13.4% mainly due to the start of the Formula 1 season and the end of the League) and the new DTT channels manage to maintain an upward trend in advertising investment.

The network with the highest advertising turnover continues to be Telecinco with 305 million euros, although it suffered a sharp drop of 43.1% with a market share of 25.6%. Antena 3, with a decrease in investment of 26.1% and a market share of 24.9%, has launched the strategy of jointly selling advertising, in simultaneous broadcast, both on the general channel and on Neox and Nova. Precisely, the new national DTT channels are growing at a rate of 167.7%, going from a turnover of 9 to 24 million euros.