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Why TV’s turmoil is digital’s gain
The Spanish media mix is in the throes of its biggest shake-up yet, writes William Cabrera, with the loss of the audience leader from the TV commercial market and proposed mergers
How has Spanish TV changed? The year 2009 will be recorded as the one that completely changed TV in Spain. Until the end of 2007, commercial TV had been one of the most profitable industries in the country. The two leading private TV players, Antena 3 and Tele 5, had enjoyed EBITDA levels around and above 30%, even in the face of new competitors – both analogue and digital – and fragmenting audiences. But with the recession came sudden change. Regulation was changed to allow
consolidation among private players (potentially reducing the government’s long, high-held plurality). The Ministers Council quickly approved pay-per-view DTV in its last sitting in mid-August, just in time for one of the players to exploit the start of the football season. Best of all, in moves mirroring those
in France, the audience leader, Spanish state broadcaster TVE, was “banned” from the commercial TV market, partially since September 2009 and fully since January 2010. And all this without even having to present the long-expected General Audiovisual Law, which should have been the legal framework for such changes.
Prices rocket in Spanish TV
MEDIA TRAVELLER
For more in-depth comment go to
mandmglobal.com
How does this affect choice? The loss of TVE from the commercial market has had a big impact on choice. It had commanded about 25% of total GRPs in the market. But this is made worse for advertisers by planned mergers between Antena 3 and La Sexta (the third and sixth largest players in terms of audience share), and Tele 5
MOSCOW with Grigory Krotkov, Integrated communications director, UM Russia
MOST CONVENIENT HOTEL The Golden Ring is right in the city centre with access to the business district. The rooftop restaurant, Panorama, has great views and excellent Russian cuisine BEST BUSINESS LUNCH Academia has a very nice central location and is only three minutes
52 M&M Q2 2010
from the Kremlin. You can have a good lunch for around €10 REASON TO WAKE EARLY To walk in the city without crowds BEST MEDIA HANG OUT Afisha ETIQUETTE TO LEARN Always try to be stylish. The more official you look, the more
successful the result will be TOURIST ESCAPE Try and leave the city centre and visit downtown Zamoskvorechye; there are a lot of museums and cultural attractions in the area DON’T... Get an unofficial taxi after a few drinks in the evening. ○
www.mandmglobal.com
and Prisa’s Cuatro (the fourth and fifth largest). If these get the go-ahead, two main groups will emerge out of a set of healthy competing broadcasters. According to some estimates, they will command 80% of the total TV ad revenues between them, although they share less than 55% of total audience. The resulting oligopoly will present
a tough challenge to advertisers and prices are likely to rise. The paradox is that while advertisers’ choices are reduced, consumers are facing plenty more. The latest European Audiovisual Observatory figures suggest that by April, thanks to the rapid rise of DTV, consumers will have more than 190 channels from which to choose.
How will it change the market? Increasing prices, as well as audience fragmentation and over-saturation of TV spot noise are making alternatives, such as the emerging digital media alongside the more conventional outdoor, radio and even print, more attractive than ever. The end game may well be the long-awaited broadening of the Spanish media mix. ○
William Cabrera is general director, Havas Media Research & Modeling, Spain/Portugal
TV REVENUE SHARE Channel 1. TVE
2009 18%
2. Antenna 3 3. Tele 5 4. Others
Source: Infoadex, 2010
33.3% 36.5% 12.2%
2010 0%
40.6% 44.5% 14.9%
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