From David Del Valle in Madrid
Two private TV groups, Mediaset Spain and Antena 3 TV, are to control 85 per cent of the TV ad market and 15 per cent of the total ad pie in Spain (including all media) following their merger between Tele 5 and Cuatro to create Mediaset Spain and Antena 3 TV and La Sexta.
The advertising industry and the Regional TV broadcasters are urging the National Competition Commission (CNC) to impose limits on that control over the advertising market from those large groups. The two groups will account for almost 35 per cent of the total annual ad investment in all mass media, around €2 billion.
The Advertisers Association AEA has warned of the fact that the merger between Antena 3 and La Sexta, now under the scrutiny of the CNC, may lead to “a non-competitive situation” in the market unless restriction limits are imposed as it happened with the merger between Tele 5 and Cuatro when the CNC imposed conditions on the acquisitions of TV rights and the ad investments.
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