TV ads fail to make an impact in Spain

01 June 2010

MADRID: Television often falls behind newspapers and radio when it comes to shaping Spanish shoppers' purchase decisions, new figures have shown.

The Asociación de Editores de Diarios Españoles, MediaHotLine, the Instituto de Marketing y Opinión Pública and the Asociación para la Investigación de los Medios de Comunicación joined forces to survey 60,000 adults.

Among their key aims was to establish which media helped consumers choose between the goods and services available in various categories.

Television received an index score of 95 points for its influence in terms of selecting specific beverage brands, 93 points for the auto and telecoms sectors and 92 points for competing offerings in the health and beauty market.

The channel's impact declined to 86 points for cosmetics, 80 points for food and reached a low of 59 points for finance and insurance.

In contrast, radio posted a high of 141 points in this latter category and around 100 points in every other sector, with the exception of food, where it slipped to 76 points.

Food and health and beauty brands generally experienced the greatest benefits from running ads in magazines, on 125 points and 122 points in turn, compared with just 90 points for auto manufacturers.

Newspapers posted the highest average overall total on 130 points, including 175 points for financial services and 150 points for the automotive industry.

Press titles also delivered ratings of over 120 points for drinks and telecoms, and consistently generated over 110 points elsewhere.

A combination of the digital and print editions of newspapers also yielded an uptick of 17 points for car makers and 15 points for food products when measured against print alone.

However, this strategy provided less impressive results for telecoms, beverage and cosmetics brands, indicating a targeted approach may be required.

Data sourced from Asociación de Editores de Diarios Españoles; additional content by Warc staff