RTVE ad ban transforms private TV
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ThE MaStEr
2010-10-28
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RTVE ad ban transforms private TV
From David Del Valle in Madrid
Spain’s largest private TV channels, Antena 3 TV and Mediaset’s Tele 5, have profited from the elimination of TV advertising on public broadcaster RTVE, since January.
Both broadcasters made profits to September with Antena 3 increasing its profit by 261 per cent to E79.1 million and Tele 5’s net profit is up by 54.4 per cent to E121.1 million. In Spain as a whole TV ad revenues grew by 7.1 per cent up to E1.767 billion, according to the consultancy firm Infoadex.
Pay TV channels and commercial DTT stations took the lion’s share of the ad growth with increases of 41.1 per cent and 152.5 per cent, respectively, to E45.7 million and E19.8 million, representing a market share of 2.6 per cent and 2.8 per cent respectively.
National TV channels -Antena 3, Telecinco, Cuatro and La Sexta- had a growth of 2.5 per cent to E1.473 billion with a combined market share of 83.3 per cent, down 3.8 per cent against the previous year.
By company the ad revenue winner is Tele 5 with E574.3 million against last year’s E406.5 million and a market share of 32.5 per cent. Antena 3 is second with a growth of 21.2 per cent to E487.3 million and a market share of 27.6 per cent. Cuatro, up 29.1 per cent to E216.3 million was third with a market share of 12.2 per cent. La Sexta, up 44.7 per cent to E195.0 million was the National channel with the highest growth.
Regional TV channels had E198.7 million in ad revenues, up 23.5 per cent and with a market share of 11.2 per cent.
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