Spanish TV's perfect storm
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.
What else does this article talk about?
- TV effectiveness
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