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Spain's Antena 3 bucks advertising fall

Source: Reuters - Tue 25th Oct 2011

Spanish broadcaster Antena 3 bucked a fall in advertising revenue in its sector in the first 9 months of this year, a report by consultancy Infoadex showed on Monday.

Antena 3, which is due to post results to the end of September on Thursday, attracted 1.8% more revenue from advertising than in the same period last year, a total of 496 million euros and a market share of 30.3%, Infoadex estimated.

Analysts consider Infoadex figures a good guide to companies' adverting revenues.

According to the consultancy, Antena 3 was the only free-to-air television group to improve its advertising revenue in the period January-September.

Overall, revenue from free-to-air broadcasters present in the whole of Spain fell 5.3% to 1.44 billion euros.

Antena 3's rival company Mediaset Spain , which runs channels Tele5 and Cuatro, made 711 million euros in the period. Although Infoadex did not give comparative figures, the revenue was 10%less than the channels made together last year before they merged.

Mediaset is also due to present 9 month results on Thursday.

Advertising income at Spain's indebted regional broadcasting sector plunged 24.4% to 150.2 million euros, as audience share fell and advertisers continue to be selective as the economy remains sluggish.

Television advertising, including Spain's pay-to-view channels, attracted the largest share of conventional advertising spending at 1.6 billion euros, down from 7.5% a year earlier.

Advertisers spent 12.2% less on drumming up business through the press, a total of 704.1 million euros.

Internet and cinema represented the bright spots in sluggish spending, with rises of 8.5% and 11.5% respectively.

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