Spanish TV's perfect storm

Mauricio Barangé
MediaVALUE Billetts

Managing director of MediaVALUE Billetts, Mauricio Barangé asks: 'is it time for a change of course?'

Spain has been engulfed in economic crisis for over a year. Now the country's television market has been blown off-course by what looks like 'the perfect storm'. The problem began with a new law that totally eliminates advertising on the publicly-owned (and dominant) national television networks TVE1 and TVE2, which came into force in January. The law is smashing through the market like a tidal wave.

TVE's last ad was transmitted on New Year's Eve. Consequently, a quarter of the gross commercial audiences available to TV-hungry brands has disappeared overnight, turning supply-and-demand conventions on their heads.

Clutter, clutter everywhere