Spanish TV Ad Revenue Rises 2% to $3.19 billion

Average viewing rose by eight minutes in 2010 to a record of 234 minutes watched per person per day.


MADRID -- Pubcaster Television Espanola maintained its audience share lead over local rivals and advertising revenue for the television sector rose some 2% to €2.4 billion ($3.19 billion) in Spain during a year marked by massive industry change, according to a study released Thursday.

The study released by Barlovento Comunicacion based on Kantar Media data showed pubcaster TVE’s main channel snag the overall most-watched slot with 16% of the audience, while Telecinco took 14.6%, Antena 3 11.7% and the range of TDT channels (Terrestrial Digital Television) created over the course of the year garner 18.5%. In fact, TDT consumption in the month of December soared to 79% of viewing time.

Much of the advertising surge comes from the burgeoning TDT market, though final figures have not yet been released.

The past year saw TVE cease advertising -- thus snagging a huge following on its uninterrupted film programming; the countrywide analogue blackout in April; a burgeoning fragmentation of the market thanks to a plethora of new TDT channels, the merger of two giants on the broadcast front -- Telecinco and Cuatro; and, a record of 234 minutes watched per person per day in 2010.

Average consumption rose eight minutes per person from 2009, in a year where Spaniards watched their national soccer team win the World Cup in South Africa in July.

Indeed, the World Cup was the single most watched event, with the final match between Spain and Holland watched on Telecinco by more than 14.6 million viewers or 80.3% of the audience.

Pay TV took 20.2% of the overall market, with some 10% of that audience watching via a cluster of cable operators, while 4.7% watched satellite platform Digital Plus and 5.6% on Ono’s broadband fiber-optic network.