Spanish ad market up 3.5% in first half

Internet spending up 13.5% to $196 million

MADRID -- Spanish advertising spend rose to €2.6 billion ($3.3 billion) in the first half of the year for a 3.5% increase over the same period in 2009, the ad market monitoring firm Infoadex reported Friday (July 23).

Benefiting from RTVE's decision to stop airing commercials from last January, national private channels enjoyed a 2.5% rise in total ad revenue to €1 billion ($1.3 billion) with Telecinco leading the pack with a 39% increase to €424 million ($548 million).

Antena 3 was up 22% to €364 million ($470 million) and ad revenue at Cuatro rose 31% to €162 million ($209 million).

Ad spending on Spain's government-run regional channels increased by 30% to €148 million ($191 million).

But newspapers and magazines suffered drops of 2.4% and 6.5%, respectively while ad spending on radio remained almost flat with a 0.7% rise to €261 million ($337 million).

As in years past, the Internet proved to be the most resilient to ongoing Spain's economic doldrums impacting the advertising sector, registering a 13.5% increase in revenue to €152 million ($196 million).