Advertising investment in television resists the challenge of new media

According to the latest Infoadex report, television, which continues to be the first medium by business volume with a 40.0% share of all conventional media, decreases five tenths compared to the percentage it had in 2016.

InfoAdex, a leading company in the control and investigation of the advertising sector in Spain, has announced the Study of Advertising Investment in Spain 2018. Según este estudio anual, que está ya en su vigésimo cuarta edición, la inversión real estimada que registró el mercado publicitario se situó en un volumen de 12.287,5 millones de euros, lo que representa un crecimiento del 1,8% sobre los 12.067,0 millones de euros que se alcanzaron en el año anterior.

La tasa de crecimiento en 2017 de los medios convencionales ha sido del 2,3%, pasando de los 5.234,7 millones de euros que se registraron en 2016 a los 5.355,9 millones de inversión en 2017. Como consecuencia de ello, el porcentaje que sobre el total del mercado obtuvieron los medios convencionales en 2017 fue del 43,6%, cifra que es dos décimas superior con respecto al año anterior.

In turn, the so-called non-conventional media represented 56.4% of the total investment in 2017, with 6,931.6 million euros invested in the year, 1.5% higher than the 6,832.2 million registered in 2016.

The estimated real investment in conventional media reached 5,355.9 million euros during 2017, a figure that represents a growth of 2.3% over that recorded in 2016. During the year being analyzed, all print media have suffered falls in their investment ratios (daily newspapers -8.1%, magazines -4.8% and Sundays -8.5%). The rest of the conventional media have increased their business figures.

Television advertising

The television medium grew by 1.0% compared to the previous year and placed its share at 40.0% of all conventional media, losing five tenths compared to the percentage it had in 2016.

El crecimiento de inversión experimentado por el medio televisión en el año 2017 ha sido del 1,0%, situando su cifra en 2.143,3 millones de euros frente a los 2.121,9 millones del año anterior. La inversión real estimada alcanzada por las televisiones nacionales en abierto se ha situado en una cifra de 1.931,4 millones de euros, con un crecimiento del 1,0% sobre los 1.911,5 millones que este grupo registró en el año 2016, en tanto que las televisiones autonómicas suponen una cantidad de 114,2 millones de euros que significa una caída del -10,0% en su cifra de inversión. En canales de pago el total invertido en 2017 ha sido de 94,6 millones, cifra que es un 16,2% superior a la del año anterior, que fue de 81,4 millones de euros. En las televisiones locales se ha registrado un crecimiento del 42,9% con respecto al 2016, lo que sitúa su cifra de inversión en 3,0 millones de euros.

El análisis de la inversión real estimada en el medio televisión se ha realizado a partir del control de InfoAdex y gracias a los datos aportados por un panel de anunciantes, a la colaboración del comité técnico del estudio de inversiones y a las declaraciones de ingresos publicitarios hechas en la mayoría de los casos por las propias cadenas de televisión.

El estudio mantiene este año la clasificación de los operadores de televisión incorporada en la edición de 2011 y que los divide en cuatro grupos: televisiones nacionales en abierto, televisiones autonómicas, canales de pago y televisiones locales.

For greater clarity in the analysis of the data, in the group of national free-to-air television stations, all those that have not reached an investment volume equal to or greater than 40 million euros in 2017 are included in the “Rest” section.

In 2017, the advertising investment of national free-to-air television stations controlled by InfoAdex stood at 1,931.4 million euros, which represents a growth of 1.0% compared to 2016. This group of television stations accounts for 90.1% of the total investment received by the medium.

Mediaset España, líder por su cifra absoluta, se ha situado en 2017 en una inversión de 927,0 millones registrando un crecimiento del 0,9% frente al mismo periodo del año anterior y alcanza una cuota del 43,3% de la inversión en televisión.

Por su parte, Atresmedia obtiene una facturación publicitaria de 887,0 millones frente a los 893,0 millones de 2016, consiguiendo una cuota de mercado del 41,4% en 2017, lo que ha supuesto un decrecimiento en el volumen de inversión del -0,7%.

El grupo de las TV autonómicas registra 114,2 millones en 2017 lo que se traduce en una cuota sobre la inversión total en televisión del 5,3%.

In 2017, pay channels recorded an advertising investment of 94.6 million euros compared to 81.4 million the previous year, reaching 4.4% of the medium's total advertising turnover.

Internet, newspapers and outdoors

The Internet consolidates its second position by investment volume within conventional media and as a whole has had a growth in 2017 of 10.0%, with a volume of advertising investment of 1,548.1 million euros compared to 1,407.8 million in 2016. The percentage that the Internet represents over the total investment in 2017 in the conventional media chapter is 28.9%.

The newspaper media, which reached an advertising investment volume of 567.4 million euros in 2017, occupies third place, representing 10.6% of the total advertising investment collected in conventional media, which has meant a loss of share of 1.2 points compared to what it had in 2016. The advertising investment obtained by newspapers in 2017 is -8.1% below the previous year's figure, which was 617.4 million euros.

In fourth place by investment volume is the radio medium, which received an investment of 465.8 million euros in 2017, while in the previous year this investment was 458.0 million, which places the evolution of this medium at a growth of 1.7%. Radio accounts for 8.7% of advertising investment directed at conventional media, so its share has remained the same as that obtained in 2016.

Outdoor is the fifth medium in terms of its volume of advertising investment and represents 6.1% of the total media analyzed, maintaining the same participation as the previous year. Foreign investment in 2017 was 326.6 million euros, presenting an increase of 1.7% compared to the 321.0 million that was registered in the previous year.

In sixth place appears the magazine medium, with a drop of -4.8% that has meant going from the 252.2 million euros it obtained in 2016 to the 240.1 million that were achieved in 2017. The weight that the magazine medium has over the total of conventional media has thus stood at 4.5%, with a loss of three tenths compared to the 4.8% it held in 2016.

Investment in cinema, in seventh place, was 33.7 million euros, which represents 0.6% of the percentage distribution in conventional media, increasing the share of 2016 by two tenths and rising one position in the ranking of media by investment. With this, the year-on-year growth recorded by the cinema medium has been 12.7%, (taking into account that the absolute figure for 2016 is 29.9 million euros since there has been an update for the year 2016 not reflected in the table shown below).

The Sunday media, which has the lowest absolute figure within the conventional media, represents 0.6% of the 5,355.9 million euros that they have added in 2017, keeping its share in the conventional media stable. Dominicales has experienced a decrease in its figure of -8.5%, going from the 33.8 million it had in 2016 to the 31.0 million obtained in 2017.

Unconventional media

Under the generic name of non-conventional media, the set of advertising media that usually also appear framed under the English expression “below the line” is included.

It is worth highlighting again that this study deals with the advertising investment carried out in the different media, an approach that is different from that which is also possible by classifying advertising activity by the different communication techniques or strategies that can be used. To avoid interpretations that may be misleading, this initial approach should not be ignored when analyzing the results and drawing possible conclusions.

También hay que tener en cuenta en este apartado, la redefinición del marketing móvil que a partir del 2012 incluye: mensajería, advergaming, apps y otros, quedando excluidos los formatos gráficos y los enlaces patrocinados que se incorporan a Internet de medios convencionales.

En el año 2017 la inversión real estimada en medios no convencionales se situó en 6.931,6 millones de euros, lo que supone un crecimiento de la inversión interanual del 1,5% con respecto a los 6.832,2 millones que se registraron en el año anterior.

Of the fifteen media outlets that make up the group, there are seven that show growth compared to the previous year, with the other eight showing a decrease in their investment volume compared to what they obtained in 2016.

Ordering the media from highest to lowest according to their investment figure, the one with the highest percentage is personalized mailing, which represents 30.5% of the total non-conventional media. In 2017 it received an investment of 2,112.8 million euros compared to the 2,045.5 million received in the previous year, having experienced a year-on-year increase of 3.3%. Personalized mailing includes all personalized mailings to homes and workplaces, which is called “mailing with response and direct advertising,” and does not include the expenses corresponding to the postage of the mailings.

El segundo medio de este grupo por su cifra de inversión es P.L.V., merchandising, señalizaciones y rótulos, cuya cuota de participación sobre la suma total de este grupo de medios es del 23,6%. En 2017 este medio ha experimentado un crecimiento de su cifra del 2,5% alcanzando los 1.636,7 millones de euros frente los 1.596,1 millones que mostraba en el año precedente.

The advertising investment in telephone marketing appears in third place, which in 2017 stood at a figure of 1,427.8 million euros, which has represented an increase of 3.2% compared to the 1,383.8 million in 2016. Telephone marketing represents 20.6% of the 6,931.6 million euros contributed by the total investment in non-conventional media.

In fourth position are acts of sponsorship, patronage, social marketing, CSR, a heading that includes actions and events of different types such as concerts, shows, foundations, exhibitions, cultural events, active and voluntary contributions to social, economic and environmental improvement by companies, etc. In 2017 it received an investment of 526.4 million euros, a figure that is -1.3% lower than that registered a year before, which has led it to represent 7.6% of the total investment of non-conventional media.

The medium that appears in fifth position is mailboxing and brochures with 382.0 million, which has represented a decrease of -13.0% compared to the figure of 439.1 million invested in 2016. Mailboxing and brochures collect all the advertising that is distributed without personalization, which means that it has neither the name nor the address of the recipient, in homes and workplaces. Its share of the total non-conventional media is 5.5%.

La inversión en actos de patrocinio deportivo aparece en sexto lugar por su volumen sobre el total, y supone el 5,2% de la cifra de los medios no convencionales. Su cifra de inversión ha aumentado en 2017 un 4,6%, hasta situarse en los 358,6 millones de euros frente a los 342,8 del año anterior.

Anuarios, guías y directorios, séptimo medio por inversión con 131,4 millones de euros y que representa el 1,9% dentro de los medios no convencionales, registra un descenso en la inversión del -0,2% frente a los 131,6 millones que supuso en 2016.

In the next position by business volume in non-conventional media is the section of fairs and exhibitions, which stands at 1.2% of the total, obtaining an investment of 80.7 million euros in 2017, which represents an interannual decrease of -7.0% compared to the 86.8 million invested in 2016.

Ninth place is occupied by animation at the point of sale with an investment of 66.0 million, which represents a decrease of -2.8% compared to the 67.9 million invested in 2016.

Catalogs is in tenth position with an investment of 47.0 million euros and a loss of -7.0% compared to 2016, placing its participation at 0.7%.

Below are messaging, advergaming, apps and others (within mobile marketing), which together register a total of 37.3 million euros and with a year-on-year increase of 12.1%.

Offline advertising gifts obtained a figure of 36.4 million euros in 2017, having presented a decrease in investment of -10.4% compared to the previous year and with a share of 0.5% of the total of non-conventional media.

Offline loyalty cards have suffered a decrease in their investment of -4.0%, reaching a figure of 31.9 million euros compared to 33.3 million in the previous year.

En penúltimo lugar aparecen los juegos promocionales off line, cuya inversión se incrementa en un 24,7% situándose en los 29,2 millones de euros y ganando una posición con un 0,4% sobre el total de medios no convencionales.

Por último, encontramos las publicaciones de empresa (en las que se incluyen las revistas corporativas, los boletines y las memorias, entre otras publicaciones), que han experimentado una subida respecto a 2016 del 13,1%, colocándose en un volumen de inversión de 27,3 millones de euros, 3,1 millones más que el año anterior.