• Skip to primary navigation
  • Skip to main content
  • Skip to footer
  • 020 3330 7010
  • marketing@allresponsemedia.com
  • E-mail
  • Facebook
  • Instagram
  • LinkedIn
  • Twitter
  • YouTube
ARM logo

All Response Media

  • Home
  • About ARM
    • About ARM
    • Meet the Team
  • Our Services
    • TV
    • Digital
      • PPC
      • SEO
      • CRO
      • Social Media
      • Programmatic
    • Offline Media
      • TV
      • TV Execution
      • Press
      • Radio
      • Inserts
      • Door to Door
      • Outdoor
      • DRTV
    • Analytics
    • ARMalytics®
  • Success Stories
    • Client Success Stories
    • TV Star Competition UK
    • TV Star Competition NL
    • Our Work With Startups
  • Content Hub
  • Careers
  • Contact Us
You are here: Home / TV / TV and media advertising in Spain

TV and media advertising in Spain

14th October 2021 by Catherine Booth

Spanish flag

Spain provides an excellent set of TV and media advertising conditions to quickly gain market share and ensure growth through specialist media planning.

Posing a commerce opportunity with a population of almost 47 million, Spain is the fourth most populous EU member state and also ranks fourth for GDP; an important part of the European market and essential to consider as part of your European expansion plans.

The Spanish TV advertising landscape

  • TV reaches an average of 85% of the Spanish population per week, a figure that has remained stable since 2019, & the highest reach of any media including ‘Internet’ at 80% (Source: TV Key Facts, 2020).
  • All Response Media have achieved 30” CPTs as low as €1 during lockdown periods (lowest in 2020). CPTs remained at €2-€2.50 throughout 2021, 4-5x lower than some other European markets, and 30-40% cheaper than other major European TV markets (Source: ARMalytics, RAPS, 2021).
  • 87% of video viewership in Spain is ‘live broadcast TV’. All video viewership, including time-shifted viewing, short-form OLV (Youtube and Facebook), and long-form OLV (Broadcast VOD), is the second-highest % in Europe according to RTL’s TV Key facts 2020. This highlights the potential to quickly drive reach and see immediate web uplift.
  • TV Viewership in Spain was the second most sensitive to lockdown conditions in 2020. Viewership increased by an incredible +80 minutes on average per day in March 2020, and remained up YoY in all months. Total TV viewership on average per day is a very high 4 hours (Source: TV Key Facts, 2020).
  • Whilst pricing dropped significantly during lockdown periods, YoY Q4 2021 equivalent CPT/Cost per GRP remains very stable – so pricing opportunities continue post-COVID (Source: TV Key Facts, 2020).

Cost/GRP Index Fluctuation by Months
2020 vs 21 and 22 predictions

tv advertising in spain
Monthly fluctuation estimate applicable to all TV channels/groups

Lowest cost months
Easter, August, Christmas

Highest cost months
Mar-Apr, May-Jun, Oct-Nov

Regional TV: how to test a brand response

Poland: how to polish up your EU expansion

Learn more
Learn more

The Spanish media advertising landscape

  • There are 2 large sales-houses in Spain; Mediaset (covering the main commercial channels; 5, Cuatro etc) & Atres Media, with 57% of viewership between then. However, smaller sales-houses tend to offer cost-efficient opportunities. ‘Pulsa’ provides packages across a collection of reality/niche stations, whilst airtime on sales-houses like ‘Movistar’ (collection of smaller-mid reach stations mainly covering drama, series and movies) is bought on a cost-per-spot basis – meaning rates are fixed (advantageous particularly during periods of high viewership, when relative CPTs are decreased).
  • 224 total TV stations including regional & public stations – Spain has the fourth-highest number of stations in Europe, allowing a competitive, low-price landscape and greater opportunities to target and optimise.
  • Booking deadlines tend to be roughly 3-4 weeks in advance and are fairly flexible. There is potential for late deals, particularly during under-invested periods (e.g Easter, post-Christmas, lockdowns), significantly driving down pricing.
  • Seasonal trends are primarily in line with other markets – cheaper post-Christmas and during the summer. There are additional opportunities for DRTV advertisers around Easter, where pricing drops below post-Christmas levels – often balancing out any potential decrease in response.
  • Creative is approved through ‘Autocontrol’ and takes 3-4 weeks to clear It is mainly only used for heavily regulated sectors like finance and gambling, regulations are similar to Clearcast in the UK.

All Response Media delivered a TV and media advertising response in Spain

One advertiser saw CPAs decrease by almost -50% during the last month on air, compared to launch in January 2021. Another advertiser saw CPAs decrease by an impressive -70% between launch in January 2021 and their most recent campaign this summer.

Both case studies are testament to the agency’s ability to effectively create, learn and optimise plans in the region, and internationally, to help brands make smarter business decisions.

Spain has become an essential and lucrative market for client media planning and spending.

FEATURED READS

Shark: how purchase intent overtook Dyson

Podcasts: growth worth exploring

Learn more
Learn more

All Response Media Viewpoint

Using advanced international data expertise and strategy to identify market conditions that deliver optimal TV and media advertising results is essential when testing or expanding internationally.

If your business is active in European markets, or you are considering expanding, take a market and media neutral approach. This allows you to fully assess the market as it stands, recommending plans that exploit nuances, enhancing efficiency, testing and learning to improve results and scale your business.

All Response Media run advertising campaigns across Europe through our Amsterdam offices, including high-potential markets like Spain.

Spanish TV and media advertising: Spain is a market that combines low pricing, a significant population and a DRTV-friendly TV buying landscape. Use package buys to push down price and have a high potential for optimisation.

Contact us if you are interested in launching in Spain, or would like to grow your business and further explore your options in Europe.
Speak to one of our experts

Subscribe For More

Newsletter Signup

Footer

ARM logo

The Leading Performance Media Agency

Building businesses and brands by providing clients with an Unfair Competitive Advantage.
ARMalytics®

Get In Touch

London: Sutton Yard, 65 Goswell Road, EC1V 7EN
Phone: +44 (0) 20 3330 7000

Leeds: Marshalls Mill, Marshall Street, LS11 9YJ
Phone: +44 (0) 20 3330 8050

Amsterdam: Koivistokade 3, 1013 AC
Phone: +31 6 3761 9020

marketing@allresponsemedia.com

Privacy Policy | Cookie Policy | Modern Slavery Policy

  • E-mail
  • Facebook
  • Instagram
  • LinkedIn
  • Twitter
  • YouTube

Our Newsletter

Subscribe to receive exclusive media insights straight to your inbox. We respect your privacy.

Newsletter Signup

We are using cookies to give you the best experience on our website.

You can find out more about which cookies we are using or switch them off in settings.

ARM logo
Powered by  GDPR Cookie Compliance
Privacy Overview

This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.

Strictly Necessary Cookies

These cookies are essential to provide you with services available through our website and to enable you to use certain features of our website.

If you disable this cookie, we cannot provide you certain services on our website and we will not be able to save your preferences. This means that every time you visit this website you will need to enable or disable cookies again.

Analytical and Performance Cookies

These cookies are used to collect information to analyse the traffic to our website and how visitors are using our website.

For example, these cookies may track things such as how long you spend on the website or the pages you visit which helps us to understand how we can improve our website for you.

The information collected through these tracking and performance cookies do not identify any individual visitor.

Please enable Strictly Necessary Cookies first so that we can save your preferences!

Advertising and Targeting Cookies

These cookies are used to show advertising that is likely to be of interest to you based on your browsing habits.

These cookies, as served by our content and/or advertising providers, may combine information they collected from our website with other information they have independently collected relating to your web browser's activities across their network of websites.

If you choose to remove or disable these targeting or advertising cookies, you will still see adverts but they may not be relevant to you.

Please enable Strictly Necessary Cookies first so that we can save your preferences!

Cookie Policy

More information about our Privacy Policy and Cookie Policy