Spain's restless television market

Turbulence and radical changes are still altering the Spanish TV landscape, as five national and eight regional channels compete for modestly increasing adspend with late and predatory programme changes, heavy discounting and hard bargaining.

International television: Spain's restless television market

Why, post-liberalisation, commercial broadcasting has yet to settle down

Jose Carlos Gutierrez

Turbulence and radical changes are still altering the Spanish TV landscape, as five national and eight regional channels compete for modestly increasing adspend with late and predatory programme changes, heavy discounting and hard bargaining. If the private sector is winning, this is at the expense of very heavy advertising minutage maybe approaching saturation. This paper reports the state of the industry, where it is headed, who is gaining and how planners are coping.

The Spanish TV market has remained unsettled...

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