Spanish adspend remains muted

29 March 2011

MADRID: Adspend growth is expected to remain muted in Spain this year, as the nation struggles to bounce back from recession.

A survey of industry executives from media network Zenith Vigia forecast that expenditure would rise by 0.9% during 2011.

This is down from the firm's previous estimate of 2.1% growth, released in January.

Instability in the Middle East, economic problems impacting European nations like Portugal and Ireland, rising oil prices and the recent natural disasters hitting Japan are all potential headwinds to growth.

Overall ad revenues were anticipated to hit €6bn, matching 2000's total.

General TV stations are predicted to rise by 1.3% jump, while digital TV channels are to increase by 6.3%.

Conditions could continue along an adverse line for print, radio and outdoor should stay largely flat, and cinema is likely to fall 1.4%.

Elsewhere, mobile expenditure is set to climb 18.2%, aided by increasing interest in smartphones and apps on the part of brand owners, outpacing the web's 12.6% increase.

Within the total for online, blog adspend is to increase by 14% to €10.3m, while social media enjoys a 28% surge, coming in at €24.4m.

Online video is also due to rise 53% to €19.9m, as the introduction of new formats and integrated services attract marketers.

Data sourced from Marketing Directo; additional content by Warc staff