This is the television advertising market in Spain

Procter & Gamble España consigue la mayor presión publicitaria con el 3,4% del total de GRPs 20, seguido de Reckitt Benckiser, Nestle, Danone, Mondlez, Dentix, L’Oreal, El Corte Inglés y Unilever España.

Windward Communication ha publicado un informe que parte de datos de Kantar Media sobre la presión publiictaria durante el último año móvil incluyendo la segmentación por campañas (9.500 activas), anunciantes (4.400 catalogados), grupos de productos (176 diferentes), formatos y duración.

In the period analyzed, they collected 9.4 million advertisements in the total number of channels, both open and paid, controlled by Kantar media, generating a total of 24 million GRPs 20.

The most viewed spot of the year corresponds to Loterías y Apuestas del Estado broadcast on Telecinco on November 15, 2016 during the soccer match between England and Spain that achieved 112 GRPs 20.

Por anunciantes, Procter & Gamble España consigue la mayor presión publicitaria con el 3,4% del total de GRPs 20, seguido de Reckitt Benckiser, Nestle, Danone, Mondlez, Dentix, L’Oreal, El Corte Inglés y Unilever España. La suma de los primeros diez anunciantes suman el 16,6% del total de la presión publicitaria.

De los veintiún sectores que clasifica Kantar Media, el de alimentación es el del mayor presión publicitaria todos los meses, menos en diciembre, mayo y julio donde belleza e higiene es el que logra más GRPs 20.

On the other hand, of the 176 different products registered, “tourist cars” is the one with the greatest advertising pressure with 76% on average for the period analyzed. In the month of December, “colognes and perfumes” reaches 14% of the total GRPs 20 generated, in January it is “medicines” the product that achieves the greatest advertising pressure with 10% and in January and December it is “Internet” with 6%.

In campaign ranking it is led by Dentix (1.2% of the total GRPs 20) followed by Mutua Madrileña (8.9%), Jazztel (0.8%), Truvago (0.8%) and Vodafone One (0.5%).

In the period analyzed, 9,566 different advertising campaigns were registered, with the month of November being when the most of them are active with a total of 2,670 television campaigns.

Chain pressure

Kantar Media counts 123 channels with advertising presence. Telecinco and Antena 3 accumulate 38.8% of the advertising pressure and in the count of the first five channels by GRPs 20 the percentage reached is 61%. LaSexta and Cuatro tie for third position in the ranking with 9.1% of the advertising pressure of the GRPs 20. And in fifth place is FDF with 4.1%.

The rest of the chains, a total of 188, are below 4% and between them they account for 38.9% of the advertising pressure.